Transforming High-Quality Research at Scale with AI-Powered Interviews

Discover how we helped save 20 hours on their research project while gaining quality, in-depth insights.

Client: Culture Foundry

Industry: Market Research

Specialty: In-depth qualitative research through immersive participant experiences

The Challenge: Balancing Quality with Efficiency

Culture Foundry, a market research agency renowned for their rich, deeply immersive qualitative insights, relied on manual, in-depth interviews. While this method ensured high-quality data, it was time-consuming, resource-intensive, and difficult to scale—especially when Red Bull tasked them with exploring consumer perceptions around energy drinks in South Africa. Faced with tight deadlines and the need for efficiency, Culture Foundry was hesitant to outsource the interviewing process to an AI-driven solution, fearing a drop in the quality of insights.

Moreover, tracking interview completions could have been more convenient, further complicating their data collection efforts.

The Solution: Yazi’s AI-Powered Interviews

Yazi introduced its AI Interviewer, deployed via WhatsApp, designed to replicate the depth of human interviews with enhanced efficiency. Despite initial reservations, Culture Foundry partnered with Yazi, driven by the need to meet deadlines without compromising quality. Yazi tailored the AI Interviewer to maintain the probing, nuanced questioning that Culture Foundry was known for.

To streamline operations, Yazi also developed a custom table that tracked interview completions in real-time, solving a critical pain point.

The Outcome: Maintaining Quality, Accelerating Delivery

The partnership was transformative. Culture Foundry conducted 50 high-quality interviews in a fraction of the time, saving around 20 hours while maintaining the depth and richness of insights. The custom tracking table provided real-time updates, ensuring comprehensive data collection without manual oversight.

Participant Insights:

"I would create a warm energy drink option for cold winter days. The taste could be coffee, vanilla, caramel, or chocolate-based. When you warm it up, you get the full flavour."
"I think more effort could be made to make them healthier. Flavours are generally okay, but we want to enjoy drinking without worrying about cancer."
"I work out a lot and I'd like a 'natural' energy drink packed with protein, creatine, and other supplements."

"Initially, we were struggling to track who had completed and who hadn't from our database of participants. Yazi built a table that shows who has completed and who hasn't, allowing us to track progress in real-time, which was a game-changer for us. Yazi’s AI Interviewer exceeded our expectations, delivering the depth and quality of insights we require, but in a much more efficient manner.

‍‍One participant even commented, “The interviewer seemed to know so much about me that I kept on chatting to it even though I didn’t need to anymore."

Brad Shrimpton

COO, The Culture Foundry Co