Combining AI and the human element in research

At IIEX North America 2025, Schilling Cider CMO Rachel Thomas shared how the fast-growing craft beverage brand used Knit’s Researcher-Driven AI platform to guide a complete rebrand and embed consumer insights across the organization. Facing rapid growth without a clear understanding of why, Thomas needed a fast, flexible, and scalable way to test packaging, messaging, and go-to-market strategies as a team of one.

Using Knit’s quant + qual video research, Schilling uncovered critical truths—like why Gen Z rejected a “beach bro koala” design—and reallocated marketing investments toward in-store displays and social media based on real consumer behavior.

The result: faster decisions, deeper empathy, and a cultural shift toward data-driven creativity inside Schilling. As Thomas put it, “Knit changed everything for me… we didn’t just get data — we got understanding.”

Knit’s end-to-end AI platform helped Schilling combine human curiosity with AI-powered speed to rebrand with confidence and stay connected to the voice of the consumer.