Case Study: How Mars Achieved 60x Faster Insights Delivery
By Voxpopme
- case study
- Video Analytics
- Video Research
- Qualitative Research
- Agile Qualitative Research
Mars, Incorporated is a global food manufacturer employing 140,000 people across brands including M&Ms, Snickers, and Skittles. Its consumer insights teams relied on lengthy, costly face-to-face focus groups and in-depth interviews conducted through external agencies. This dependence added cost, complexity, and extended timelines, making it difficult to capture quick consumer sentiment, validate investment decisions, or deliver rapid insights for agile projects.
Mars implemented Voxpopme’s video survey platform to collect consumer feedback online at speed. The team adopted AI-powered tools including SurvAI for question generation and AI Insights for automated analysis, which extracted key themes and video snippets to accelerate insight synthesis. In-house teams were enabled to lead customer research projects independently, removing reliance on external agency support throughout the research and analysis process.
Research delivery speed increased 60 times compared with previous methods, and video survey analysis was completed 10 times faster using AI tools. Analysis time fell from several hours to 30 minutes. Internal presentations were enhanced through combined text and video evidence, and in-house teams gained autonomous project management capability.
“The AI analysis tool is a real game-changer, making our analysis process 10 times faster” — Lumeng Jin, Agile Innovation Insights Manager at Mars.
