Case Study: How trivago Scaled Global Traveler Insights with Voxpopme’s Agile Video Research
By Voxpopme
- case study
- Video Research
- Video Analytics
- Agile Qualitative Research
- Innovation Testing
trivago is a global travel technology company headquartered in Düsseldorf, Germany. Its Global Consumer Insights unit comprised just three people, yet was expected to deliver timely, strategic research across multiple regions and business functions. The team needed to move quickly while maintaining depth and quality. Traditional qualitative methods, including in-person focus groups, were slow, expensive, and frequently outsourced, which limited the team’s ability to retain brand sensitivity and internal ownership of findings.
trivago adopted Voxpopme’s video-based qualitative research platform to bring research in-house and operate more efficiently. The team used the platform to run rapid traveller studies across multiple markets simultaneously, with responses collected in local languages and analysed in English. Voxpopme was applied to creative testing at early production stages, including scripts, storyboards, and animatics, as well as to a Consumer Perception study that mapped pain points across the traveller journey to inform product and communication strategy.
Insights delivery time reduced from approximately 1.5 months to around 20 days in key markets including the US and UK, representing up to approximately 50% faster delivery. The team achieved approximately 2x market coverage per study, running simultaneous research across up to five markets, and realised up to approximately 65% cost savings on qualitative research. Stakeholders recalled specific video verbatims months or years after delivery.
“When stakeholders hear travelers’ words directly, it’s far more impactful. Hearing the same insight repeated by different travelers really drives the message home.” — Ece Okumus, Consumer Insights Manager, trivago
