InsightGig’s Qualitative Workflow

Scale Intimate Research Without Losing Human Connection

The battle that every enterprise insights team faces: How do you maintain deep, personal customer understanding while operating at scale?

The Real Challenge

TATA Consumer Products had a strategic commitment that most enterprises abandon: monthly customer immersion exercises across all of India. They wanted to visit homes, speak with families, and understand how their products shape daily life but traditional research methods were making this impossible to sustain.

The breaking point: Each immersion cycle required 3 weeks, a team of four people, and extensive agency coordination. The insights were rich and valuable, but the process was unsustainable at the scale needed for strategic decision-making.

The dilemma: Maintain intimate customer connection OR operate at enterprise scale. Traditional research forced them to choose.

How InsightGig Changed the Game

Instead of making TATA Consumer choose between depth and scale, InsightGig allowed them to keep their immersive methodology while transforming the operational reality.

What stayed the same (by design):

Monthly immersion exercises across India
Face-to-face conversations in customers' homes
Focus on understanding how products fit into daily life
Rich, nuanced insights that drive product decisions

What InsightGig transformed:

Instant multilingual capture: Every conversation transcribed in real-time, preserving local language nuances
Automated thematic synthesis: Patterns and insights surfaced within hours instead of weeks
Conversational intelligence: The team could ask specific questions like "How do preferences differ in Maharashtra vs Tamil Nadu?" directly to the InsightGig interface and get immediate answers which placed insights firmly at the decision table
Continuous learning: Each immersion could be adapted and built on previous insights, creating compound intelligence

The Transformation

Before InsightGig:

3-week insight delivery cycle
4-person team managing process complexity
Insights often arrived too late for strategic decisions
Each immersion existed in isolation

With InsightGig:

Less than 1 week from immersion to actionable insights
1 person managing the entire research operation
33% cost reduction while maintaining methodology quality
Connected intelligence where each immersion strengthened overall customer understanding

Why This Matters Beyond Speed

This wasn't just about being "faster", it was about making sustainable intimate research possible at enterprise scale.

TATA Consumer could now:

Maintain monthly touchpoints with customers across India without burning out their team
Act on insights immediately while customer voices are still fresh
Build compound customer intelligence where each conversation added to institutional knowledge
Scale their commitment to customer-centricity rather than abandoning it for operational efficiency

The Strategic Advantage

"Working with InsightGig has made this process faster, more objective, and more actionable. Their innovative approach to research orchestration has added significant value to our CMI process." — Srinivas Bhattacharya, Director – CMI, TATA Consumer Products

While competitors choose between intimate research and scale, TATA Consumer could maintain both. They haven't sacrificed their methodology but they've amplified their ability to execute it consistently across their entire market.

This is what an Operating Layer delivers: Your methodology, your quality standards, your strategic approach - but with capabilities that traditional research operations simply cannot match.

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