Odido
Odido gets answers to new consumer questions within minutes.
Case information
Marketers keep running into new questions about consumers. Answering them often means waiting, for new research or for an insights specialist. Odido wanted to change that. Together, we built an AI research platform based on conversations with 5,000 Dutch consumers about telecoms. Marketers can now ask it their own questions, including questions that were never asked in the original research. Read on to find out how it works, and how you can still check what each insight is based on.
The requirement
From weeks of waiting to insights within minutes.
What if marketers could get insights from research themselves, even for questions that weren’t asked beforehand?
Together with Odido, we built an AI research platform based on research among 5,000 people in the Netherlands. Through BlauwTalk, they talked at length about a wide range of telecom topics. This created a rich foundation that Odido can use to answer consumer questions again and again.
The challenge
Making consumer insight accessible to more people.
New questions come up all the time. But to get answers, marketers often depend on new research or on an insights specialist. That takes time and makes it harder to make consumer insight part of everyday decisions.
Odido wanted to change that: give marketers direct access to a broad source of consumer insight, without having to run new research for every new question.
The approach
5,000 consumers, each with their own story.
These stories form the basis of the AI research platform. As a result, AI doesn’t just look at individual answers, but at all the information someone has shared. This means it can also answer questions that weren’t literally asked in the original research.
”Instead of a few weeks, we now have an answer to a research question within a few minutes.”
The result
Ask the question today that didn't exist yesterday.
Marketers can query the AI research platform themselves and get a first answer within minutes.
The link to the original research stays intact. From any answer, you can go back to the underlying data. That way, you can check what an insight is based on.
“You stay on top of validity, because you can always go back to the raw data and run checks yourself.”
Jeroen Snelders, Odido
Impact of the result
Research that keeps working.
For Odido, this means one large-scale study can be used far more widely. Marketers can ask questions about a wide range of telecom topics on their own, without starting a new research project for every question.
For important decisions, the insights specialist naturally still plays a key role: assessing outcomes, digging deeper where needed and commissioning new research if required.
This makes research not just faster, but above all continuously available: if a new question comes up tomorrow, the foundation for the answer is already there.
Related cases.
Transavia
Alpine
What is an AI research platform in telecoms?
An AI research platform in telecoms combines large-scale consumer data, allowing marketers to independently query an existing dataset. This enables you to answer current questions without repeatedly starting new research fieldwork.
How does Odido gain faster consumer insight with BlauwTalk?
With BlauwTalk, marketers can query the database directly and get answers within minutes. AI searches and links earlier consumer stories, reducing turnaround time from weeks to minutes.
How does Odido ensure the validity of AI research data?
The outcomes remain linked to the original consumer responses, ensuring marketers and specialists can always return to the raw source data. This allows you to verify the reliability and evidence base of any generated insight at any time.
Ready for the question of tomorrow?
We would be happy to discuss how you can make consumer insight accessible to your entire marketing team.
