The fastest study is the one you already ran. HeliosX leveraged Conveo interviews to launch in 48 hours

At a glance

Research at HeliosX doesn't close when the deck lands. The same study answered a positioning question first, a launch question months later, and now briefs every new colleague on the market.

When research takes a month, stakeholders stop asking for it

HeliosX, the group behind digital health brands including MedExpress, Levity, and Dermatica, has grown from hundreds of millions in revenue to a billion.

Chloe Cook runs international insights at HeliosX. Her Canada study settled a product launch months after she presented it.

In a previous role, Chloe started a project with a two-month timeline, but it ran four and a half months. Stakeholders spent weeks agreeing who to interview. Recruiting and scheduling came next, and since participants had jobs of their own, Chloe sometimes ran interviews at 8pm, after dinner. Analysis meant tagging transcripts and reading them again and again.

So every time she proposed qualitative research, the same exchange followed.

Four weeks was enough to kill the request, and the business moved on without the research. In weight loss, people are trying to change how they see themselves. A survey records what they picked. A conversation explains why. Without it, the messaging is a guess.

So when she arrived at HeliosX, she set out to put qualitative research on the table in days.

People don't talk about weight. Especially to a person.

In front of a human moderator, consumers fear being judged and feel they have to say the right thing. Chloe has spent years working against that, and her method is to normalize what they are about to say.

That works, but it only goes so far. Even a skilled interviewer changes what a consumer says, just by sitting across the table. An AI research assistant removes the need to impress anyone.

Consumers found it easier to open up to an AI research assistant

Chloe found Conveo before she found HeliosX. She was living in Madrid, planning a move to London, when an advertisement on LinkedIn showed her a method she had never seen: interviews run by an AI research assistant. She spent the evening reading about it. Then she got the job.

So the platform was her call, and the risk was hers too. Before it went near a consumer, she tried to break it.

She tried to break the AI research assistant before it ever met a consumer. She lied to it, changed her story, wandered off topic. It caught her every time.

Her first study had two jobs. Officially it covered Canada and Brazil, two markets HeliosX was entering, and asked what the brand should stand for in each. Privately, she and her manager wanted to know whether consumers would say as much to an AI research assistant as they would to her.

They told it more.

The team stops rereading transcripts and starts asking them questions. Answers arrive in minutes.

With Conveo, Chloe could suddenly put ten times as many people in a study.

Eighty interviews only work if you don't have to read them one by one. Analysis has always been the bottleneck after fieldwork, and that many transcripts would once have taken weeks to get through. So Chloe questioned the whole set at once.

Anyone could bring a new question to the evidence, even one Chloe hadn't considered, and get an answer.

The analysis won over stakeholders who only trusted numbers. Their first response to qualitative evidence had always been to ask how many people said it. Now Chloe gives them the chart they want, then plays them the consumer saying it.

Stakeholders used to ask how many people said it. Now they also hear the consumer say it.

When generic GLP-1s launched with 48 hours' notice, HeliosX already had the consumer language it needed.

Regulators decide when a generic medication launches, and they do not give much warning.

So the team had two days to decide how to talk about a product most customers had never heard of. Everybody knows Ozempic and Wegovy. Almost nobody knows semaglutide, which meant the language had to earn medical credibility before it could say anything about price. And it had to be right before competitors moved.

No time to field a study. No budget to commission one. But Chloe had already asked Canadians about generics, months earlier, in a study about something else.

Their answers changed the launch.

The social ads team and the product team both used those words. HeliosX had paid for that study once, to answer a question about market entry. It also settled the launch language for generics, inside two days, without a single new interview.

The same study now briefs every new colleague on Canada

The study also became onboarding material. Nobody planned that, but HeliosX keeps hiring and keeps moving people between remits, so somebody new needs to understand the Canadian consumer every few months.

She has sent colleagues to that same study repeatedly, across different teams. The study is now the fastest way to get someone up to speed on a market. Three jobs now, from one study.

A consumer video at the all-hands reached colleagues that reports had missed

One clip in the weekly company meeting put a consumer in front of the entire company, describing what the change had meant for their identity and their mental health. Everyone was watching.

Research at HeliosX used to stay with the people who asked for it. One clip in the all-hands reached the whole company.

She had built that reel herself. HeliosX filmed the testimonials outside the platform and uploaded them into Conveo, so Chloe could search the footage, clip it and assemble the share-out without booking time from a creative team whose schedule was already full.

Departments that had never asked for consumer research started requesting the tour. The research had reached parts of HeliosX that had never commissioned any.

HeliosX is now building personas that answer any team's questions without a new study

"What I love about Conveo is the partnership and the freedom it gives me to explore and discover more about what the data says." Chloe Cook

Chloe's next build with Conveo is a repository for each persona that marketing, social and product teams can explore for themselves, without waiting for a study or a researcher. HeliosX already has its segments. Keeping them up to date is the harder part.

Segments built from a survey describe who someone was on the day they answered. In a category where trends swing week to week, that description ages fast.

Canada is one market. Chloe wants the same view of how consumers change in every market and language they operate in.

At HeliosX, every new question makes the research it already has worth more.

Want studies you can keep putting back to work? Book a demo.