Human-First Insight, AI Speed
Within 48 hours Conveo recruited a coast-to-coast mix of shoppers and ran AI-moderated, one-on-one video interviews. Conveo handled scheduling, transcription and emotion tagging, letting Jackman probe deeper in real time. Automated clustering revealed how multicultural pride, cost-of-living pressures and national values interplay at checkout, while intact video clips preserved the human texture that inspires both strategy and creative design teams
From Guesswork to Strategic Focus
Thematic maps spotlighted where Canadian and multi-national retailers are currently winning on breadth yet lose on cultural relevance and price perception. Insights flowed into immersion discussions and workshops, sparking both functional and emotional benefit territories which the Canadian retailer could win in. These robust human insights enabled Jackman to focus their design efforts in quantitative segmentation research, which would ultimately inform in-store and online storytelling. Conveo kept stakeholders focused on actionable opportunity zones rather than data debates.
Conveo Impact
In just two weeks, Jackman moved from an understanding of broad consumer trends to focused growth hypotheses, cutting qualitative research timelines by 60% and entering segmentation research design sessions armed with vivid shopper narratives, not assumptions, fueling faster alignment across design, marketing and operations.
Study Learnings
(Industry-wide truths re-confirmed by this study)
Multicultural inclusion boosts baseline affinity.
Value equals fair pricing and social purpose.
National cues must feel authentic, never heavy-handed.
Cost-of-living drives prioritized, planned purchases.
Shoppers expect seamless online-to-store continuity.
Freedom of choice and kindness resonate in brand voice.
Broad assortments need clear, simple navigation.
For confidentiality purposes of the end-client, many beautiful insights cannot be shared publicly.
Reach out to Conveo or Jackman Reinvents if you would like to learn more.
