Greenfields Research: WhatsApp AI reduces field research time by 90%

Client: Greenfields Research (on behalf of City of Cape Town)

Industry: Research 

Specialty: Mixed Methodology Research

The Challenge: Expanding Research Reach and Engagement

Greenfields Research, traditionally focused on quantitative research through catch-up work and email-based surveys, faced the common challenge of competing for respondents' attention in an increasingly crowded digital landscape. Traditional research methods were limited by geographical constraints and time-intensive field work. The company needed a solution that could provide qualitative richness while reaching a broader geographical audience more efficiently.

The Solution: Yazi's WhatsApp Integration and AI Interviewer

Step 1: Leveraging WhatsApp's Universal Presence

Yazi's integration with WhatsApp provided Greenfields access to a platform that commanded unprecedented attention across all audience segments. Unlike emails or phone calls that often go unanswered, WhatsApp offered a familiar and engaging environment where respondents were more likely to participate and share their thoughts openly.

Step 2: Implementing Dynamic Discussion Guides

The AI Interviewer enabled Greenfields to conduct conversations that went beyond static questionnaires. The platform allowed for:

• Core questions presented in a conversational manner
• Dynamic adaptation of follow-up questions
• More natural and open dialogue with participants

Step 3: Utilising Voice Notes for Rich Qualitative Data

The platform's ability to accept and automatically transcribe voice notes provided an additional dimension to data collection, allowing respondents to share more detailed and nuanced responses than traditional text-based methods would permit.

The Results: Rapid Insights with Qualitative Depth

Accelerated Research Timeline

• Reduced field time from three weeks to 24 hours for comparable insights
• Maintained similar trends and data quality as traditional methods
• Enabled rapid deployment and understanding of categories

Enhanced Data Collection

• Gathered rich qualitative insights through conversational engagement
• Successfully integrated voice note responses with automatic transcription
• Achieved broader geographical reach without physical venue constraints

Methodology Validation

• Produced comparable trends to established research techniques
• Demonstrated effectiveness in mixed-methodology studies
• Provided rapid intelligence for informing larger research designs

Key Benefits of the Yazi Platform:

1. Speed and Efficiency

• Dramatic reduction in field time
• Quick turnaround for questionnaire creation and deployment
• Real-time data collection and analysis

2. Enhanced Engagement

• Natural conversation flow through WhatsApp
• Multiple response options, including voice notes
• Higher response rates due to platform familiarity

3. Methodological Flexibility

• Ability to integrate with traditional research methods
• Dynamic questioning capabilities
• Suitable for both exploratory and confirmatory research

Recommendations for Future Research:

• Use as a rapid deployment tool for category understanding
• Implement for preliminary research to inform larger studies
• Consider for complete end-to-end research projects
• Utilise voice notes feature for deeper qualitative insights

Client Testimonial:

Why Yazi and WhatsApp Made the Difference:

• Universal Platform Access: WhatsApp's widespread adoption enabled broader reach
• Rapid Deployment: Significantly reduced field time while maintaining quality
• Rich Qualitative Data: Voice notes and dynamic questioning provided deeper insights
• Cost-Effective: Eliminated need for physical venues and reduced field time
• Scalable Solution: Potential for both small-scale rapid research and comprehensive studies