Stronger Connections, Faster Insights: TATA Consumer’s Journey with AI-led Research
TATA Consumer used InsightGig’s research workflows to speed up their process, reduce costs, and improve the depth of their insights, all without disrupting how their team worked.
66%
Faster Time to Insight
33
Cost Savings
75%
Less Resources
"TATA Consumer’s focus has always been on truly understanding our customers. Working with InsightGig has made this process faster, more objective, and more actionable. Their responsiveness and innovative approach to research orchestration have added significant value to our CMI process. We look forward to continuing this mutually beneficial relationship."
Srinivas Bhattacharya
Director – CMI, Packaged Beverages, Organic India, Soulfull, Tata Consumer Products Ltd
Learn how to make AI work for your insight team today
The Context
Country-wide Customer Immersion Exercise
For TATA Consumer, staying close to their customers is a strategic priority. With well loved brands like Tata Tea Premium, Tata Tea Gold, Chakra Gold, Kanan Devan Tea, Tata Coffee Grand, the company has always prioritized listening to customers and shaping their products around their needs.
Every month, TATA Consumer’s team conducts customer immersion exercises across India. These sessions are about understanding how products like tea and coffee fit into their everyday life—what customers enjoy, what they don’t, and what they hope for.
But the process had its challenges: it was slow, resource-heavy, and often left little time for teams to act on the insights.
The Challenge
Scaling Without Losing the Human Connection
Every month, TATA Consumer’s team embarks on customer immersion exercises across India, visiting homes, speaking to families, and listening to how tea shapes their lives.
Yet, traditional research methods came with hurdles:
- Delayed Insights: A 3-week turnaround made it hard to act on findings quickly.
- Resource Demands: Managing multiple agencies and coordinating processes required significant effort from their team.
- Missed Opportunities: Insights sometimes arrived too late to influence decisions or strategies.
- Lost Nuances: Teams struggled to keep up with the pace of monthly immersions, leaving limited time for deeper reflection.
TATA Consumer’s immersion exercises were designed to uncover deep customer insights, but their traditional approach was holding them back.
The challenge was clear: How could TATA Consumer scale their deep commitment to listening without losing the richness of human connection?
The Insight Solution
AI Where It Matters
TATA Consumer’s mission to stay deeply connected to its customers called for a more agile, efficient approach that wouldn’t disrupt their existing processes. They needed access to Insights with the same speed and diligence with which the team conducted the consumer immersions.
This is where InsightGig’s ability to integrate AI without disrupting existing workflows provided a key advantage:
- Faster Research Design
InsightGig automated the creation of discussion guides, so TATA’s team could jump into research faster without sacrificing quality or structure. - Instant Multilingual Transcription
Interviews from across India were translated and transcribed in near real time, capturing every nuance in the local languages spoken by participants. - Quick and Clear Analysis
Instead of sifting through hours of transcripts, TATA’s team received AI-driven content analysis that highlighted key patterns and themes in hours, not weeks. - Actionable Insights at Their Fingertips
Teams could ask the tool specific questions—like how preferences differed by region—and get instant, actionable answers.
By weaving these capabilities into their existing workflows, we helped TATA Consumer keep their focus on listening to customers while making the process faster and more efficient.
The Outcome
Maximizing Impact with Faster Insights
| Metric | ⚡Before | 🚀After | 📊Impact |
| Time to Insight | 3 Weeks | <1 week | 66% Faster |
| Resource Allocation | Team of Four | Team of 1 | 75% Less Resources |
| Cost | X | ⅓ X | 33% More Economical |
1. Quick Turnaround, Sharper Decisions
With insights available in under a week, TATA Consumer could act on customer feedback immediately after each immersion. This agility made their decision-making process more precise and responsive.
2. Connected Intelligence
Each immersion wasn’t just a standalone exercise—it became part of a continuous learning cycle. With every round of research, TATA’s team refined their understanding of customer preferences, deepening their insights over time.
3. More Time for Strategy, Less Time on Busywork
By automating time-consuming tasks like transcription and analysis, InsightGig freed up TATA’s team to focus on higher-value work—spotting trends, refining strategies, and driving action.
4. Turning Insights into Action
The AI-powered conversational interface allowed teams to quickly find and apply insights, making decision-making faster, easier, and more data-driven.
Why This Worked
Thoughtful Integration
We didn’t throw AI at every problem. Instead, we applied it where it made the biggest impact—like speeding up transcription and analysis—while keeping TATA Consumer’s workflows intact.
No Disruption
TATA’s team didn’t need to learn new tools or change how they worked. InsightGig fit into their existing process, enhancing it without creating extra friction.
Stronger Focus on What Matters
By handling the busywork, InsightGig gave TATA Consumer’s team more time to connect with their customers and focus on driving meaningful outcomes.
The Future of Market Research with InsightGig
At InsightGig, we believe that good research starts with good questions—and great tools should make answering them easier. For TATA Consumer, that meant a faster, simpler way to stay close to their customers without losing the personal touch that makes their research so effective.
This is just the beginning of their journey, and we’re excited to continue supporting their commitment to understanding and serving their customers better every day.
Learn how InsightGig supports insight teams to deliver faster and more effective insights.
Company
TATA Consumer Products Ltd.
Industry
FMCG
Company Type
Enterprise
Challenge
Scaling their monthly research exercise without losing the human connection
InsightGig’s Solution
Incorporating AI in a thoughtful manner to make existing processes more efficient
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