The Digital, Mass Qual Approach Lets Brands Easily Engage Consumers in Their Creative Process

MetrixLab has launched an innovative new tool which enables clients to quickly and easily engage consumers in the early stages of the creative development process. Immerse is a digital, mass qualitative research solution that’s fast, flexible and scalable. It provides brands with insights and inspiration to guide the development of their advertising campaigns, packaging designs and product innovation.

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At the core of Immerse is a live online group discussion hosted on an AI-powered digital platform. The discussion guide is grounded in MetrixLab’s extensive experience in ad, product and pack testing. Powered by Remesh, the discussion platform’s AI technology makes it possible to analyze the feedback of large groups of respondents in real time – so brands can benefit from qualitative inspiration at a quantitative scale. During the discussion, the moderator can interact with the participants using open questions and polls, as well as images, videos, written scripts, moving storyboards and shelf mock-ups. Stakeholders can also observe and influence the digital discussion from anywhere in the world – without the need to travel.

Several of MetrixLab’s clients have already benefited from Immerse, including Unilever. Paolo Tomasetta, CMI Content Specialist at Unilever said: “The research conducted has been invaluable in guiding the creative process. It gave us much more breadth than basic qual groups, and we believe we got a cleaner gut reaction from our audience as well.”

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Barbara du Perron, Director, Global Knowledge Innovation Consulting at MetrixLab, says: “As many clients are moving to a more agile way of working, they need to get consumer feedback early and consistently throughout their creative development process. But planning and budget constraints often make this a struggle. Immerse is a perfect solution for these situations. It’s fast, affordable, flexible and can easily be scaled globally. Using the latest technology not only provides a dynamic experience for respondents and stakeholders alike, but it also means that we can give clients a sense of the first results immediately after the discussion ends.”

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