Vital Findings developed a program which was able to quantify key metrics, as well as provide the why’s behind the metrics – all at the same time. We pushed the boundaries of qual-at-scale platforms to build a new Qual-at-MASSIVE-scale methodology that allowed Microsoft to conduct thousands of interviews, globally, in 2 weeks. We were able to interview discrete segments of AI adopters as well as IT workers, and include state-of-the-art bot and fraud detection.

The approach took hold almost immediately. Microsoft could now give their creative team feedback to evolve the next wave of creative. In stakeholder readouts, the analyst team could look up findings on the fly among key subgroups. And through regular waves of testing, the approach is building a treasure trove of text Microsoft can use for meta analysis.