Meet Giovanna, CMO of a Swiss Consumer Brand

Giovanna leads marketing for a mid-sized Swiss FMCG brand. She tracks every metric that matters: NPS scores, churn rates, campaign performance. But the deeper questions stay stubbornly unanswered.

Why are younger consumers drifting toward competitors? What does the brand actually mean to them? Which product claims resonate — and which fall flat in real conversations?

She knew the answers lived in qualitative research. What she didn't have was the time or the budget for a traditional agency: six to ten weeks, a large fee, and a static deck that would be out of date by the time the board saw it.

The Challenge

As CMO, Giovanna's team was making strategic decisions without a solid qualitative foundation. Three frustrations kept coming up:

Research cycles were too slow. A full qualitative study took 8–10 weeks. By the time findings landed, the campaign brief had already been written.

Existing data was sitting unused. The company had accumulated two years of interview transcripts, focus-group recordings and open-ended NPS responses — none of it properly synthesised.

Data privacy ruled out many tools. Several AI research platforms her team evaluated operated on US infrastructure. For a brand working with Swiss consumer data, that was a dealbreaker.

The Approach

Giovanna engaged data IQ for an AI-Augmented Insight Sprint.

Rather than handing her team a platform to learn, data IQ's senior researchers took ownership of the problem entirely. They analysed the company's existing qualitative material — interview transcripts, focus-group outputs and 18 months of open-ended customer feedback — and returned a structured strategic synthesis in 10 days.

The entire analysis ran within a Swiss-compliant AI environment. No consumer data left Switzerland.

There was no setup, no onboarding, no prompting to learn. Giovanna's team sent the data. data IQ sent back the answer.

What She Received

Not a slide deck. A living, interactive report.

The synthesis mapped the core emotional drivers behind purchase decisions, the friction points undermining loyalty, and the unmet needs competitors hadn't yet addressed. Every strategic finding was grounded in verbatim quotes — the actual voice of Giovanna's customers, surfaced and structured by a senior researcher who had read every line.

The report didn't close when the project ended. Three weeks later, when a new question emerged — "Do our sustainability claims land with under-35s?" — the team put it directly to the report. No new study. No new wait.

The Result

"We had done research before — but it always ended up in a folder. This was the first time I felt like I could keep having a conversation with our customer data long after the project was over. The Sprint paid for itself in the first campaign we repositioned."

The insight sprint directly shaped two brand decisions: a repositioning of the hero product claim and a shift in channel strategy for the 25–35 segment.

Giovanna's team now runs a quarterly Voice-of-Customer Intelligence Program with data IQ, feeding continuous qualitative insight into product, brand and communications decisions throughout the year.

From customer conversations to strategic decisions — in days, not months.

data IQ is an AI-augmented qualitative insight partner. We pair senior research expertise with proprietary AI to deliver decision-ready consumer understanding, faster — and as living reports your team can keep asking questions of.

[Talk to us about an Insight Sprint →]