How Qual-at-Scale Unlocks New Research Opportunities at BCG

The challenge

• BCG's Center for Customer Insights (CCI) helps the world's biggest brands understand their customers and make smarter business decisions.
• In 2023, Kelly Kutas, Director at CCI, needed a way to execute qualitative research quickly and at scale.
• But historically, "qual" and "scale" were antithetical. Sourcing high-quality qual participants, analyzing large unstructured datasets, and getting deep insights cost-effectively was nearly impossible.

"Even if I could do 800 individual interviews, it would take so much time, so much coordination, and so much money. It's just not practical," said Kelly.

The solution

Knit helped BCG overcome each of these challenges without sacrificing quality or depth with:

• Flexible sampling: Knit gives BCG access to the world's most trustworthy panels of 10M+ respondents. BCG can also use their own client-provided lists for customer research.
• AI qual analysis: Knit's AI surfaces themes and subthemes from open-ends and video responses so researchers can see both subtle and significant findings at scale.
• Storytelling through video: BCG can also turn respondent videos into polished showreels that bring the voice of the consumer (VoC) to life for clients and stakeholders.

"With Knit, to make a video clip, you don't have to mark down the start time and the stoptime of a video," said Kelly. "It saves you a ton of time."

These and other capabilities have helped Kelly and her team at BCG conduct qual at a scale that, before, wasn't practically feasible.

"The largest study I think I've done with Knit has been 800 at this point," said Kelly. "Qual at scale opens up that possibility."