Tara Kenneway, Senior Brand Strategist and Insights at T-Mobile, joins Knit Co-Founder and CEO, Aneesh Dhawan, to show off how T-Mobile is leveraging Knit's Researcher-Driven AI to drive Quant + Qual Insights. Tara and Aneesh dive into how the Knit platform helps T-Mobile improve their sample quality and trust, bring the voice of the customer into their research, and accelerate speed to insight across a number of use cases – from brand strategy to concept testing.
October 8, 2024
Virtual
T-Mobile struggled with bot responses and low-quality data from traditional panel providers. Even in robust quantitative surveys, open-ended responses were often full of “nonsense,” leading to concerns over whether they were gathering insights from actual humans.
How Knit solved it:
Knit’s integration of video responses with AI-based respondent verification helped validate that responses came from real people.
“We wanted a way to ensure that we have, you know, human beings and that we don't need to necessarily go all qual to get that... you get to hear those insights sort of brought to life first person—and not with just two or three individuals but, you know, in sizable numbers.”
Tara Kenneway, Senior Brand Strategist and Insight Lead at T-Mobile
T-Mobile emphasized the importance of embedding authentic consumer voices into internal storytelling—but traditional qualitative methods were slow, limited in scale, and often biased toward the most articulate participants.
How Knit solved it:
Knit’s video research, combined with AI-powered theme detection, allowed T-Mobile to capture consumer voices at scale and represent key themes more objectively.
“Because this is married with AI... you have that insurance that the videos you're seeing... are in fact a theme and not just somebody you thought was really engaging.”
Live focus groups often introduced various biases—who speaks the most, how participants are selected, or how moderators frame questions. T-Mobile needed more natural, unbiased ways to engage respondents.
How Knit solved it:
Asynchronous video responses captured participants in their own environments, making the responses feel more genuine and less performative.
“More and more we need to kind of catch people where they are in the moment... it's just richer... much more authentic.”
With video and open-end responses coming in at high volumes, T-Mobile needed a way to efficiently extract insights without having to manually sift through thousands of transcripts.
How Knit solved it:
Knit’s AI-generated summaries, thematic clustering, and the Ask Knit feature enabled faster and deeper analysis of qualitative data.
“You can use the Ask Knit feature... if you want to literally ask Knit, you know, who is this who felt most strongly about this... That gives you a chance to go in and say like, well, I'll see if that popped up.”
T-Mobile’s research team needed to deliver fast, actionable insights in a business environment that constantly demanded speed—without sacrificing rigor or stakeholder confidence.
How Knit solved it:
Knit’s Report Ready tool automated the generation of stakeholder-ready toplines within 24 hours of fielding, allowing T-Mobile to dramatically accelerate the research-to-decision cycle.
“I've never seen anything that moves this quickly—truly end to end—and still getting us the insights and the cuts we want and that qual sort of flavor brought to the table.”
Sometimes, the insights T-Mobile needed to communicate included difficult truths or pivots. It was critical to deliver these messages with clarity and objectivity to internal teams.
How Knit solved it:
Sizzle reels created directly from Knit’s platform helped ground stakeholder discussions in direct, unfiltered consumer feedback.
“It really does help to bring that objectivity into the room... there's no filtering... it truly is direct from the consumer.”
