"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.”
—Jocelyn Charman, Director of Operations

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Wild is the hottest brand in the personal care space thanks to their constant innovation. And when it comes to testing concepts with customers, they turn to Motives to dig deep on the emotional and practical drivers behind customer preferences.

Challenge

When testing new packaging concepts, Wild faced two challenges:

  1. They need insights that go beyond surface-level quantitative research - their team wanted to truly understand the key drivers and potential barriers to purchase to make informed decisions about product design, positioning and go-to-market strategy.
  2. Because they move so fast they need a research provider that can match their speed.

Traditional research methods fall short - quantitative data lacks the depth needed for confident decision-making, while traditional qualitative approaches are too slow and costly.

Motives offered a solution that delivered both depth and speed, without compromise.

Solution

With the help of Motives’ AI Researcher, Wild was able to transform a product question into a full research project - in seconds.

By simply describing what they wanted to explore, Motives’ AI researcher automatically generated a personalised project brief, complete with a tailored discussion guide and clear research objectives. Motives AI recruited the suggested participant profile, and then the AI Moderator showed these participants the proposed packaging options, walking them through a 30-minute discussion to dig deep into their opinions, preferences, and motivations.

The project was launched instantly, and as soon as participants began responding, insights started flowing in - ready within days at a fraction of the time and financial investment of traditional research.

Outcome

Based on research conducted through Motives, Wild gained a deep understanding of how their packaging options resonated with customers, and why - grounded in real customer quotes and video feedback.

There were surprises in the sentiments around design, pricing expectations, and purchase motivations, and new learnings about the relative importance of environmental benefits vs aesthetic considerations.

These first-hand perspectives gave the team the confidence to refine and commit to a product direction, and the voice of the customer coming through on video made it easy to align the key stakeholders around the decision.

Going forward, the quality, depth, and speed of the research has made Motives a critical part of concept testing at Wild.