Shape your brand future: 350 consumer interviews within 4 days

Challenge

True Footage recognized the need to launch new products and had to identify the the types of information most valuable to home buyers and sellers when pricing their homes.To accomplish this, the team needed to gather both qualitative and quantitative data through consumer interviews and surveys. However, they faced a dilemma: they could either hire a market research agency, which would take months, or conduct everything in-house, which would consume significant time and resources.

Seeking a faster and more flexible solution, Nicole Werdal, Product Marketing Manager, explored online tools and discovered Voiceform. The team needed a platform that could support both AI-powered, qualitative interviews and structured, quantitative surveys. Voiceform offered the perfect all-in-one solution, enabling True Footage to conduct scalable consumer interviews and distribute structured surveys—all while seamlessly sourcing participants.

Solution

True Footage began by defining the audience they wanted to target: U.S. residents aged 18-60 who had bought or sold a home within the last six months. Voiceform quickly sourced this audience, and the team was ready to proceed with both AI-moderated interviews and quantitative surveys.

The AI-moderated interviews facilitated dynamic, real-time conversations, with the AI probing deeper into consumer sentiments based on their responses. At the same time, Voiceform’s survey functionality enabled True Footage to ask structured, quantitative questions to capture key data points. This combination allowed the team to gather rich qualitative insights while also collecting critical quantitative metrics, such as consumer preferences, pricing factors, and product desirability.

Once the audience was in place, True Footage launched their Voiceforms. In just three days, they completed all interviews and surveys. Voiceform’s AI-driven moderation enhanced the interviews by asking follow-up questions where appropriate, while the quant surveys provided structured, digestible data. Afterward, Voiceform’s advanced analytics and reporting tools helped True Footage interpret both the qualitative and quantitative data quickly and effectively.

Result

By utilizing Voiceform’s dual capabilities—AI-moderated interviews and structured quantitative surveys—True Footage saved over 10,000 hours of manual work and collected more data than they could have with traditional methods. The platform allowed the team to expand their research pool, conducting hundreds of interviews and surveys simultaneously in the time it would usually take to complete just a handful.

Voiceform's AI-powered interviews enriched the qualitative data by uncovering deeper insights through dynamic, conversational questioning. Meanwhile, the structured quant surveys provided the team with measurable, actionable data points, ensuring that both qualitative and quantitative dimensions of consumer feedback were captured in a single streamlined process. Additionally, Voiceform’s automated transcription, sentiment analysis, and quant data reporting allowed the True Footage team to quickly identify patterns, trends, and key metrics. The combination of rich qualitative insights and concrete quantitative data gave True Footage the clarity they needed to confidently refine their product ideas and make informed decisions.

Ultimately, by combining AI-moderated interviews with structured surveys, True Footage was able to reduce the cost and complexity of traditional consumer research, significantly improve the scale of their studies, and launch new products faster and more efficiently. The flexibility and depth of Voiceform’s tools empowered them to gather a complete picture of their audience’s needs, making data-driven decisions with confidence and speed.

Voiceform played a pivotal role in not only shaping a new product but also in establishing a new brand, Reverified, which now operates alongside True Footage. This brand is centered around the Fair Deal Zone report, a tool designed to address a critical gap in the real estate valuation market. Through detailed consumer research, we identified a demand among home buyers, sellers, and agents for more transparent, data-driven insights when determining home prices. By leveraging these insights, Reverified was developed and able to empower consumers and industry professionals with a product that sets a new standard for real estate valuations.