Case Study: How Dove used QualifyAI+ to understand where mothers need support most
By QualifyAI
- case study
- AI Moderated Interviews
- Video Research
- AI
- Online Qualitative
- Qualitative Research
- Qualitative Data Analysis
Dove’s Self-Esteem Project (DSEP) has long focused on helping young people build confidence and positive self-esteem. The team recognised that mothers often play a key role in navigating these conversations at home. Dove needed to understand how mothers currently sought support, where gaps existed and how well DSEP resources met their needs. Existing approaches had not fully captured the emotional realities of mothers’ day-to-day parenting experiences.
Firefish used QualifyAI+, its AI-moderated research platform, to conduct 20 webcam interviews with mothers of daughters aged 4 to 17 across the United States. This included mothers whose daughters had experienced self-esteem challenges. The discussions explored how mothers thought about confidence and body image, where they turned for guidance, their awareness and use of DSEP resources, and their reactions to DSEP content. Participants also discussed the specific moments when they would value additional support. The AI-led format created space for open conversations about sensitive topics, allowing mothers to share their experiences in their own words.
The research gave Dove a clearer audience strategy for DSEP, grounded in mothers’ real experiences rather than assumptions about parenting. It identified where mothers sought help, what they found useful or unhelpful, and where important gaps remained. It also highlighted specific moments when Dove could provide meaningful support. The findings clarified how mothers viewed DSEP, how they used its resources and whether they saw the project as relevant to the challenges they faced in everyday parenting.
