How TBWA completed 200 interviews in 24 hours

Client: TBWA (on behalf of a large South African retailer)

Industry: Retail 

Specialty: Market Research on Gen Z Consumer Preferences

The Challenge: Reaching and Engaging Gen Z Effectively

A large South African retailer aimed to better understand and connect with Gen Z, a demographic known for its preference for digital engagement and mobile-first platforms. Traditional survey methods, such as email or web-based forms, often fail to reach this audience effectively, leading to lower participation and superficial responses. The retailer needed a more interactive, dynamic way to engage with Gen Z and gain insights that went beyond basic survey questions.

The Solution: Yazi’s WhatsApp Integration and AI Interviewer

Step 1: Using WhatsApp for Broader Reach and Engagement

Yazi’s integration with WhatsApp allowed the retailer to connect with Gen Z on a platform they already use and trust. Instead of relying on traditional surveys that might have been ignored, the WhatsApp-based approach ensured high response rates, with over 200 interviews initiated in under 24 hours. WhatsApp’s low data usage and conversational interface made it ideal for engaging a digital-native audience, enabling TBWA to reach far more participants than would have been possible with other channels.

Step 2: Probing Deeper with AI Interviewer’s Dynamic Questioning

What truly set Yazi apart was its AI Interviewer, which went beyond static survey questions. Through real-time probing and follow-up prompts, Yazi’s AI dynamically adjusted the interview based on respondent answers. This allowed TBWA to uncover far more nuanced insights than would have been possible in a standard survey. For example, when participants mentioned pricing concerns, the AI could immediately follow up, asking for more detail, leading to a deeper understanding of Gen Z's sensitivity to affordability.

Step 3: Capturing Rich, Qualitative Data with Voice Notes

Yazi’s WhatsApp integration also allowed participants to submit voice notes, a feature particularly popular with the Gen Z audience. These voice notes revealed insights that would have been missed in text-based responses, offering contextual and emotional depth to the data. Around 30% of respondents chose to share voice notes, providing a rich qualitative layer to the study. The voice responses often went beyond what typical text responses might have captured, giving the retailer a vivid understanding of Gen Z’s brand perceptions.

The Results: Deeper Insights and Unparalleled Reach

• Far-Reaching Engagement: By using WhatsApp, Yazi enabled TBWA to engage with over 200 Gen Z respondents in less than 24 hours—far exceeding the reach and response rates typical of traditional surveys.
• Richer Data with Probing Questions: Yazi’s AI-driven dynamic questioning led to far deeper insights than a static survey could provide. Follow-up questions allowed participants to elaborate on their opinions, revealing critical factors like the real reasons behind Gen Z’s price sensitivity and their views on brand authenticity.
• Qualitative Depth with Voice Notes: The voice notes provided an added layer of qualitative depth, with respondents sharing their thoughts more openly, revealing emotions and context that text-based surveys rarely capture. This gave the retailer richer, more actionable insights into the mindsets of their future customers.

Key Insights from the Research:

1. Price Sensitivity: 60-70% of respondents found the retailer relatively expensive, making affordability a key factor in purchasing decisions.
2. Authenticity and Relatability in Advertising: 50-60% of respondents preferred authentic, relatable, and humorous advertising content.
3. Social Media Influence: Platforms like Instagram, TikTok, and YouTube were preferred by 70-80% of respondents for seeing brand content.
4. Mixed Impact of Influencers: While 40% of respondents reported being influenced by influencers, 30% remained neutral, and another 30% reported little to no impact on their purchasing decisions.
5. Environmental Concerns: 50-60% of respondents were interested in environmentally conscious brands, though affordability was still a primary concern.

Recommendations for the retailer:

1. Focus on Affordability: Improve pricing perceptions and communicate better value to Gen Z customers.
2. Expand Social Media Presence: Increase visibility on Instagram, TikTok, and YouTube, and engage with authentic, relatable content.
3. Utilize Humor and Relatability in Advertising: Incorporate humor and relatable messaging to resonate more with the Gen Z audience.
4. Emphasize Environmental Initiatives: While maintaining affordability, highlight sustainability efforts to attract environmentally conscious consumers.
5. Select Influencers Carefully: Collaborate with influencers who align authentically with the brand’s values to enhance trust and relatability.

Why Yazi and WhatsApp Made the Difference:

1. Unparalleled Reach and Engagement: WhatsApp is where Gen Z is, and by meeting them on this platform, Yazi enabled TBWA and the retailer to achieve high response rates that would have been unattainable through traditional methods.
2. Dynamic, Deeper Insights: Yazi’s AI Interviewer ensured that each conversation was more than just a question-and-answer session. The probing, follow-up questions led to insights that would have remained hidden in a typical survey.
3. Rich, Qualitative Data: Voice notes and interactive WhatsApp conversations offered rich, contextual insights, giving the retailer not just data, but a deeper understanding of their audience's emotions and motivations.

‍

‍