Case Study: How Conveo Helped Edgar & Cooper Turn Consumer Hunches into Video-Backed Evidence at Scale
By Conveo
- case study
- Agile Qualitative Research
- AI Moderated Interviews
- Video Research
- Behavioural Research
- Conversational AI
Edgar & Cooper, a General Mills FMCG company, needed to stay closely connected to consumers to inform fast-moving marketing and product decisions. The CMI team struggled to deliver research that combined the depth of qualitative inquiry with the robustness of quantitative validation. Running separate qual and quant streams under deadline pressure was slow, resource-intensive, and left stakeholders debating opinions rather than acting on evidence.
Edgar & Cooper used Conveo, an AI-powered video interview platform, to run consumer research across their CMI function. The team applied AI-assisted interview guide creation, adaptive follow-up questioning, parallel interviewing at scale, automated synthesis, and a video layer that surfaced key consumer moments. Interviews ran concurrently across multiple languages and markets, with analysis generated automatically to reduce manual processing time for the research team.
Research that previously took weeks compressed to hours, with the platform enabling up to a hundred interviews running simultaneously. The team moved from episodic projects to an always-on consumer channel, with stakeholders engaging directly with consumer evidence rather than relying on second-hand summaries. In a packaging test, qualitative depth overrode an initial quantitative signal and pointed to a stronger decision.
“When the organisation argues from opinions, velocity dies; when it argues from evidence, velocity compounds” — Louis, Founder & CMO, Edgar & Cooper.
Read the full version of this case study on the Conveo website here.
