Case Study: How British Red Cross Accelerated Supporter Insight and Innovation
By Voxpopme
- case study
- Video Analytics
- Video Research
- Innovation Research
- Real-Time Consumer Feedback
- Real-Time Research
The British Red Cross, a UK humanitarian organisation with over 3,500 staff and 10,500 volunteers, needed to understand a diverse and evolving supporter base spanning legacy donors, event participants, and crypto users. Teams required rapid feedback to inform campaigns and develop new fundraising products, but traditional research methods were too slow to meet humanitarian timelines or support iterative product development, leaving teams reliant on assumptions rather than real supporter perspectives.
The British Red Cross adopted Voxpopme, an agile qualitative research platform, across its innovation, supporter engagement, and insights teams. Teams used asynchronous video surveys to collect authentic supporter feedback, running multiple studies across ideation, validation, and refinement phases. Voxpopme’s conversational AI features were used to surface quotes, identify patterns across video responses, and build presentation-ready outputs. Non-researchers were also enabled to run independent projects, broadening research participation across the organisation.
The organisation achieved 97% faster feedback delivery, 3–4 times more research touchpoints, and an 80% iteration rate in product prototyping. A ceasefire-related study that would have taken a month was completed in eight hours. The Humanity HODLRS crypto fundraising campaign was refined and validated through three separate studies before a live pilot confirmed its resonance. Insight use spread across teams, democratising research internally.
“Without Voxpopme, we’d be building based on assumptions. Now, we’re improving in real-time.” — Jackaline Chow, Senior Product Development Officer, British Red Cross.
