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●i2a Insights Solutions · Insights-based consulting

From advertising and brand through products and concepts to customer experience, employee commitment and employer branding. Pick the question on your mind.

Our framework

Understanding what your target group thinks, feels and is driven by.

01 · Deep Dive

Understand individually

Respondents experience advertising, concepts or other audiovisual stimuli realistically and tell their story by voice or text. An AI moderator asks targeted follow-ups.

  • Values
  • Motives
  • Barriers
02 · Topic AI

Decode the swarm

Topic AI bundles the answers and makes patterns, differences and the drivers of impact visible.

  • Patterns
  • Target groups
  • Drivers
  • Emotions
03 · Insights

Understand the swarm

From the individual deep dives, holistic and at the same time differentiated insights about the swarm are derived.

  • Motivators
  • Barriers
  • Segmentation
  • Recommendations
04 · Fact-based consulting

Develop impact deliberately

The findings are turned into prioritised, targeted recommendations and concrete optimisation measures.

  • Motivators
  • Benefits
  • Arguments
  • ROI

from 72 hResults after field start

Ten fields of application, one shared approach: from the ad test to employer branding.

Fields of application

From advertising and brand through products and concepts to customer experience, employee commitment and employer branding. All formats are possible for video, static ad formats and audio.

01Ad test

Ad Performance Optimisation

Why does a spot, an ad or a post work, and why not?

Your ad runs as it would in real life, in a social media, TV or radio simulator. We measure actual behaviour, whether people look or scroll on, and decode in conversation why.

02Brand & image research

Brand Perception Optimisation

What does a brand stand for in people's minds, and what drives preference?

Respondents describe the brand in their own words, by voice or text. We show how brands are perceived, which customer requirements and brand attributes shape their positioning and how they are positioned against competitors in a multidimensional perception space.

03Concept & product tests

Product-Market Fit Validation

Which idea, which value proposition, which design and which price convince, and why?

Products, services and care concepts are presented realistically. We see which variant convinces, learn in conversation what really matters to customers, and check how an offer fits the brand and influences its perception.

04Emotional drivers & positioning

Emotional Differentiation

Which feelings and motives do people associate with an offer?

In open conversation, feelings and motives become audible. We also examine how brand assets and local markers contribute to positive emotionalisation, and deliver concrete hints for optimising communication, offer and marketing campaigns.

05Customer Experience (CX)

Customer Journey Optimisation

At which touchpoints and in which customer interactions is it decided whether customers are delighted or disappointed?

Customers describe their experiences along the customer journey in their own words. We identify which moments drive satisfaction, recommendation and customer loyalty, and where things go wrong.

06Customer Commitment

Customer Retention Optimisation

How strongly are customers really committed, and what keeps them?

We separate genuine conviction from habit and willingness to switch. In conversation it becomes audible what keeps customers and what could drive them to a competitor. Relevant USPs are identified and significant competitive disadvantages quantified.

07Continuous tracking and early warning

Early Warning & Trend Monitoring

How does the perception of our brand and our customers change?

Regular waves along the touchpoints show how perception and drivers change.

  • Advertising and communication tracking
  • Brand tracking
  • CX and customer commitment monitoring
  • AI-based early warning system: relevant positive and negative changes are detected automatically and become visible early
08Mirror-image surveys

Perception Gap Analysis

Do customers and employees see the company, a newly planned offer or planned communication measures the same way?

Customers and employees are surveyed in parallel. Comparing self-image and external image shows exactly where to act. This applies to the company image as well as to new offers and planned communication.

09Employee commitment & satisfaction

Employee Engagement Optimisation

How do employees rate the company, what are they satisfied or dissatisfied with, and which drivers and barriers determine their commitment?

Employees describe in their own words what keeps them and what burdens them. We make visible what really determines commitment and satisfaction, and identify concrete levers for improvement.

  • Relevant drivers and barriers of employee commitment
  • Benchmarking: identify and transfer best practices
10Employer branding

Talent Attraction Optimisation

How is the company perceived as a potential employer in the competition for the best talent, and what makes it attractive to relevant target groups?

In the “war for talent”, not only pay and benefits decide, but above all how relevant target groups perceive a company as an employer. Job seekers and target groups such as graduates explain in their own words what matters to them in a new employer and how they perceive the company compared with competitors. We identify perceived strengths and weaknesses and the levers for stronger employer attractiveness.

From our conviction through realistic test environments to consulting: this is how insights become a decision.

Our conviction

Traditional approach

Decisions rest on assumptions instead of understood causes.

i2a approach

The psychography of the swarm

  1. 1Individual experience
  2. 2Adaptive deep dives
  3. 3Behavioral insights
  4. 4Topic AI
  5. 5Differentiated swarm insights
  6. 6Insights-based consulting

Test environments

The test subject appears where people encounter it in everyday life. We measure what respondents actually do and hear what they say about it: behaviour and reasons in one study.

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Social media

In the social media simulator

Ads and posts appear between other content, just like in everyday life. That shows whether people scroll on or something sticks.

Voice

In dialogue

Respondents answer by voice or text. An AI moderator picks up the answers, asks targeted follow-ups and goes deeper into relevant topics.

TV, radio and static ad formats

On screen and audio

Spots, audio pieces and static ad formats such as print, out-of-home or digital ads in a familiar setting. All formats are possible for video, static ad formats and audio.

Our approach

We don't replace the questionnaire with a chatbot. We replace the entire test setup with a realistic experience followed by a conversation.

Realistic01

Experience instead of showing

Respondents encounter the test subject as in everyday life, for example between other content. This lets us also measure natural behaviour: do they keep watching or scroll on?

Voice02

Speaking instead of typing

Voice answers lower the barriers of an online survey. People say more, more spontaneously and more honestly.

AI interviewer03

Following up instead of ticking off

The AI knows the project's research question, rates every answer by scope and depth, and asks targeted follow-ups where it gets interesting.

Answer network04

Drivers instead of codes

We don't just count mentions. We show which topics are remembered and how strongly they influence, for example, liking, brand image or purchase intent.

Behavioral insights05

Measure behaviour, not just ask

We connect what respondents say with what they actually do: the moment of drop-off in a spot, exposure time and other scientifically established behavioural measurements.

Data quality06

Quality over quantity

An AI checks answer patterns and open answers, every participant receives a quality score. Only respondents who engage intensively and consistently are included. The best join the i2a Crowd.

How it works

  1. 1

    Briefing

    Goal, target group and test material are clarified.

    Together we clarify which decision is on the table, whom we survey and which material is tested: spot, ad, post, brand, product or concept.

  2. 2

    Setup

    The test environment is built and the AI interviewer is trained on your research question.

    The test environment is built realistically, for example as a social media feed, and the AI interviewer is trained on your question. Behavioural measurements such as viewing time or spot drop-off run automatically.

  3. 3

    Field

    Survey through established panels, with AI-based quality checks.

    Respondents experience the test subject and tell by voice what they think. An AI checks answer patterns and open answers, every participant receives a quality score. Only respondents who engage intensively and consistently are included; the best join the i2a Crowd.

  4. 4

    Analysis

    Topic AI structures the answers, driver analyses and benefit segments show what works.

    Patterns and differences between target groups become visible. Driver analyses show what convinces and what holds back, benefit segments group customers by needs and benefits. Behavioural data flows in as well.

  5. 5
    72h

    Insights

    Insights for brand, communication, offer, CX and commitment, from 72 hours after field start.

    Insights for brand, communication, offer, emotionalisation, customer experience, commercial questions, customer commitment and employee commitment, as a report with clear recommendations.

  6. 6

    Insights-based consulting

    Personal consulting with our expertise and Swarmy: insights become measures.

    Together with you, we translate the insights into positioning, communication and offer, with experience from many projects. Swarmy, the i2a consulting bot, answers any further questions about the results at any time.

After the study

Swarmy is The Voice of the Customer: our i2a consulting bot. Once a study is complete, it knows every result, every answer and every driver. You ask, Swarmy answers in the voice of your customers, even weeks later and for colleagues who were not part of the project.

  • Knows every result

    All answers, target groups and drivers of your study in one place.

  • Ask in your own words

    No filtering through tables. Simply ask what you want to know.

  • Evidence, not opinion

    Every answer is grounded in what your respondents actually said.

Swarmy

The Voice of the Customer

Example

Why do younger viewers drop out of our spot earlier?

In the youngest target group, the link to the brand is missing in the first seconds. That is the strongest driver of early scrolling.

“For a long time I didn't know what this was actually advertising.”

Recommendation: show brand and benefit earlier.

What sets us apart from an AI questionnaire and why speed, research and our own technology matter.

The difference

Contact with the test subject

Shown in isolation

Experienced realistically in context

Behavioral performance

Not possible, no behaviour measurement

Actual behaviour is measured and included in the analysis: the behavioral performance of the test subject becomes visible

Answers

Typed

Told freely, by voice or text

Follow-up questions

Generic

Trained on the project, steered by depth

Analysis

Coding and summary

Answer network and calculated drivers

Result

What was said

Why something works and what to do

Why i2a

01

Speed

Results from 72 hours after field start, without compromising on depth.

02

Research

We have been working scientifically on AI-supported surveys for years and present the results at international conferences.

03

Our own technology

We develop platform, test environments and analysis ourselves, with our own development team in Cape Town and headquarters in Munich.

04

Proven

In use at major brands across a wide range of industries.

Frequently asked

Respondents experience the test subject realistically, for example in a social media simulator, answer by voice or text, and an AI moderator asks targeted follow-ups. In addition, we measure their actual behaviour, such as viewing time or spot drop-off. Instead of just counting mentions, we calculate which topics influence liking, brand image or purchase intent.

Results are available from 72 hours after field start, as a report with clear recommendations.

Yes. Swarmy, the i2a consulting bot, knows every result, answer and driver once a study is complete and answers your questions in your own words, even weeks later.

With one shared insights approach, i2a addresses very different questions, from advertising and brand through products, prices and customer experience to customer and employee commitment. Depending on the challenge, we combine realistic test environments, adaptive deep dives, behavioural insights, Topic AI and differentiated analyses. All formats are possible for video, static ad formats and audio.

In six steps: briefing on goal, target group and test material, setup of test environment and AI interviewer, survey through established panels with AI-based quality checks, analysis with clustering, driver calculation and benefit segments, insights with recommendations and personal consulting on implementation, supported by Swarmy.

We combine three perspectives: first, motives and barriers that respondents explain in their own words; second, perceived strengths and weaknesses from the respondents' point of view; and third, behavioural insights from actual behaviour. These include, for example, drop-off points in a spot or scientifically established behavioural measurements such as exposure time. This way, recommendations are based not on self-reports alone but on the combination of experience, explanation and behaviour.

Tell us about your campaign or brand, a product or value proposition, a pricing question, your customer experience, customer or employee commitment or another strategic question. We will develop the right insights design from it.

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