What Customers Say
Motives is an amazing blend of depth and speed. It lets us get a rich understanding of consumers but at a speed that matches how fast we move.
With Motives, not only do we get insights quicker, but we get a richness of open and honest responses because people aren’t speaking to a human. Plus, the ability to go back into each one of those interviews and ask the AI Researcher probing questions means we keep going back to the source material time and again and again and again. Even now, three months after some studies, we're still going back.
Motives is the best way to get useful consumer insights - it should be part of every marketers toolkit.
Mind blown! I’m amazed by how good of an interviewer the Motives AI is. As an experienced researcher myself I’m stunned by how fast I’m able to get deep insights from Motives' research projects.
WOW! As someone who has been running face-to-face qualitative research for 38 years, I am so impressed. The first thing I really warmed to was the tone of the AI voice - it struck a perfect balance of being relaxed and friendly with being interested, intelligent and informed. We saw that speaking to an AI moderator was a very positive aspect from the respondents' point of view, especially bearing in mind that these were highly personal and sensitive topics. What was the most innovative and impressive aspect was that the AI interviewer was so adept in clearly answering the participants complex questions, which involved detailed knowledge on our particular topics.
We were amazed by the depth of the insights from Motives, and by the speed. It saved us weeks of planning to get high quality research so quickly and really made a difference in our approach.
I was a skeptic on using AI in qualitative, but after reviewing the results of our first study with Motives I have to say I’m impressed. The analysis and the ease of finding the right consumer quotes and clips to support the insights saved us a week’s worth of work. I was able to get exactly what I needed in a very quick turnaround.
What really appeals about Motives is the ability to talk to people in the moment of usage - because then you get unfettered, unfiltered, emotional reactions.
To be honest, Motives sounded too good to be true. But the quality has been just as good if not better than our traditional approaches and the speed is a game changer.
Everyone says that understanding the customer is crucial to great marketing, but how often in practice do we not have time or budget to actually do the research? Motives removes that excuse entirely, and means we can now get the voice of the customer in every initiative.
We're never going to have the same insights budgets as the biggest brands - but now Motives means we can act like we do.
We drafted the discussion guide on the Monday. We had the results on the Thursday afternoon. Six locations in Indonesia, run from the UK.
The richness of what you get is really, really, strong. The detail in the answers is what we hadn't been able to get at speed before.
When you show the video clip, you don't have to do any work as an insight person. The person on the screen is doing all the work for you.
We kept going back to the source material time and again, and even now, three months afterwards, we're still going back.
Motives has turned qual research into a dynamic experience rather than a static presentation of fact and opinion. It becomes something where I build up my knowledge over time, which allows me to become a better marketeer and a better R&D colleague and a better product colleague.
Seeing real people talk about your product gives you an intangible closeness to consumers. In quant, people become numbers, but with the video qual study through Motives, I really feel closer to my consumers!
Normally I'd spend ages making a brief as prescriptive as possible. With Motives, it almost feels too easy. We just explain what we're after and it does the rest.
Motives gave us 46 in-depth conversations with young adults in just a few days. We heard real voices, not just data points, and that brought the Money Talks report to life.
What is great about seeing people's emotional reactions is what you don't see in the quant work. You might ask somebody to talk about their functional needs or emotional needs. But you don't see how much they like a part of it, or how much they really hate a part of it. And when you see that emotion, that helps you prioritize the solutions that you have to talk about in the marketing execution.
The rising tide lifts all boats. It's not about, 'Do I have a better insight team?' It's 'Can I enable the business to be better at insight?'
My mind is blown. I can't believe the speed and quality of results.
I'm a bit of a control freak, so having control over the discussion guide was brilliant! It gave me interesting questions and prompted alternative ways to pose questions I hadn't considered, like the price ladder framework. I could just change anything and self-serve faster and on brand.
At larger companies I had access to everything - major research agencies, syndicated data, but as a challenger brand we have to spend budget on the most impactful data that we know will help deliver the right message. Motives brought everything together for us.
We managed to cover price, sustainability, packaging, flavours, all in one discussion guide.
With Motives I could go back with both my instinct and the consumers themselves to validate the decision.
