Case Study: How Jackman Reinvents Used Conveo’s AI Interviews to Turn Canadian Values Into Retail Strategy
By Conveo
- case study
- AI Moderated Interviews
- Video Research
- Video Analytics
- Audience/Consumer Segmentation
- Behavioural Insights
Jackman Reinvents, a retail strategy and reinvention consultancy, needed rapid qualitative intelligence to inform a nationwide retail reinvention project for an unnamed Canadian retailer. The team required a deep understanding of how Canadians’ evolving values, budgets and cultural identity shaped store choice, before entering quantitative segmentation research. Existing approaches could not deliver the speed or depth of human insight needed to meaningfully inform corporate strategy, store design and marketing communications.
Jackman Reinvents used Conveo, an AI-moderated video interview platform, to conduct the qualitative research phase. Within 48 hours, Conveo recruited a coast-to-coast sample of shoppers and ran AI-moderated, one-on-one video interviews. The platform handled scheduling, transcription and emotion tagging, enabling real-time probing by the Jackman team. Automated clustering was applied to identify how multicultural pride, cost-of-living pressures and national values interplayed at the point of purchase, while intact video clips preserved the human context for strategy and creative teams.
In two weeks, Jackman Reinvents moved from broad consumer trend awareness to focused growth hypotheses, cutting qualitative research timelines by 60%. The team entered segmentation research design sessions equipped with vivid shopper narratives rather than assumptions, enabling faster alignment across design, marketing and operations. Thematic maps and workshop outputs identified functional and emotional opportunity territories for the retailer to pursue.
“Conveo turned raw stories into clear patterns overnight: fuel for faster, bolder, strategic insights“, Steve Nicosia, Senior Director of Research & Insights, Jackman Reinvents.
Read the full version of this case study on the Conveo website here.
