Case Study: How Conveo Turned JDE Peet’s DIY Qual Into Always-On Consumer Conversations
By Conveo
- case study
- Agile Qualitative Research
- AI Moderated Interviews
- Video Research
- Conversational AI
JDE Peet’s is a global coffee and tea company whose small US consumer insights team, led by Head of US Consumer Insights Sarah Snudden, was responsible for blending qualitative human understanding with quantitative market data across a fast-moving business. The team operated in a do-it-yourself manner with limited resources, making it difficult to deploy qualitative research at the pace decisions required. Traditional qualitative approaches were too slow to spin up, open-ended survey responses yielded thin answers, and reaching beyond existing contacts raised concerns about respondent authenticity.
JDE Peet’s used Conveo, an AI-powered conversational research platform, to run guided qualitative interviews at scale without adding headcount. The team applied Conveo’s conversational interview format, which replaced static open-ended survey prompts with guided, voice-based interactions featuring a karaoke-style bolding cue to help respondents follow along. They engaged both existing buyers and consumers and extended reach to new, verified participants using Conveo’s built-in authenticity checks, deploying studies across use cases including concept refinement, packaging, message resonance, and path-to-purchase friction.
JDE Peet’s consumer insights team was able to embed qualitative research into everyday business decisions rather than reserving it for large-scale studies, reducing the time to launch research from weeks to hours. Respondent engagement improved markedly, with participants expressing enthusiasm and thanking the team after completing interviews, producing richer, more detailed responses than open-ended surveys had previously generated. No specific numerical metrics were reported.
“I find Conveo to be a really engaging way of getting consumer answers… and I look forward to using it more.” — Sarah Snudden, Head of US Consumer Insights, JDE Peet’s
Read the full version of this case study on the Conveo website here.
