How Ipsos Streamlined Fast Food Research with Enhanced Engagement

Client: Ipsos (on behalf of a major fast food chain)

Industry: Market Research

Specialty: Consumer End-Point Research on Fast Food Consumption

Introduction

Ipsos partnered with Yazi to delve deeper into consumer preferences and behaviours in the fast food sector in South Africa. This study aimed to uncover not just quantitative data, but also the qualitative insights that drive consumer choices, leveraging Yazi’s advanced AI interviewer and WhatsApp integration.

The Challenge: Fragmented Data Collection Methods

Before adopting Yazi’s technology, Ipsos relied on disparate methods such as proprietary apps, SMS, emails, and direct calls for data collection. This approach resulted in low engagement and retention rates, making it difficult to gather consistent and detailed data across a diverse consumer base.

The Solution: Streamlined Data Collection via WhatsApp

• Centralised Communication: Ipsos utilised Yazi’s WhatsApp integration to centralise and simplify data collection. This platform is widely used in South Africa, offering a familiar interface for consumers, which significantly improved response rates and engagement.
• Dynamic AI-Driven Interviews: The AI Interviewer from Yazi dynamically adapted its line of questioning based on the consumer’s previous responses and the specifics of their fast food consumption, such as their favourite brands and spending habits. This flexibility allowed Ipsos to gather personalised insights and detailed consumer stories.
• Rich Data from Voice Notes: Participants frequently used the option to send voice notes, providing more than just text responses. These voice notes, often exceeding one minute in length, included personal anecdotes and detailed perceptions, enriching the data with qualitative depth.

The Results: Enhanced Insights and Operational Efficiency

• High-Quality, Actionable Data: The use of Yazi’s tools allowed Ipsos to collect high-quality data efficiently. The insights gained were not only more comprehensive but also included nuanced understandings of consumer behaviours.
• Increased Engagement: By engaging consumers on a platform they use daily, Ipsos achieved higher participation rates. The easy-to-use interface of WhatsApp and the interactive nature of the AI interviewer kept participants engaged throughout the study.
• Diverse Consumer Insights: The AI interviewer captured a wide array of consumer preferences, from brand loyalty and taste preferences to the impact of promotions and price points on buying decisions.

Visual Insights and Data Breakdown

Graph Analysis: The collected data revealed key patterns in consumer behaviour:

• Buying Patterns: Data showed that Fridays and Saturdays are the most popular days for fast food purchases due to weekend leisure activities and family time.
• Influencing Factors: Taste and quality emerged as the top factors influencing fast food choices, followed closely by affordability and convenience.

‍Voice Note Highlights: A compilation of voice notes was transformed into a video reel, showcasing real consumer voices discussing what draws them to specific fast food options. This video provided Ipsos with compelling, direct testimonies of consumer preferences.

Why Yazi Made the Difference:

• Streamlined Data Collection: Yazi’s WhatsApp solution replaced Ipsos’s fragmented methods with a streamlined, efficient, and highly engaging platform.
• Richer Data Through AI Interaction: The AI Interviewer’s ability to probe and collect layered insights transformed quantitative data points into comprehensive consumer narratives.
• Operational Efficiency: The shift to a single platform for all communications simplified the logistics of the study, reduced costs, and saved time, demonstrating the operational advantages of an integrated approach.

Conclusion: The Future of Market Research with Yazi

Ipsos’s study highlighted the effectiveness of using advanced, integrated AI tools like Yazi’s AI interviewer on WhatsApp for market research. The ability to dynamically tailor questions and collect responses via voice notes offered Ipsos deeper insights into the fast food market. Going forward, Ipsos plans to expand the use of Yazi’s technology across different research fields to continue uncovering detailed, human-centric data that can drive strategic business decisions.