Emerging French Fashion Business Uses the Power of Quals.ai for their In-depth Qualitative Research Study

August 2, 2024

Twentify — Consumer data and research platform for consumer behavior
twentify.com

Portfolio company Twentify have over a decade of experience in market research solutions. Their new AI-powered qualitative research solution, Quals.ai is making waves simplifying and automating much of the process to enhance the speed, quality and cost of studies such as concept and UX research, market validation and brand perception.

In collaboration with Quals.ai, an in-depth study was conducted for an emerging French fashion brand involving interviews with relevant individuals.

The objective was to explore consumer perceptions and behaviors regarding sustainability in the fashion industry. The process gathered insights to provide a comprehensive understanding of how sustainability influences purchasing decisions and the overall fashion market.

This ultimately helped the new brand ask department-specific follow-up questions using their ‘SmartAsk’ feature to identify a tone of voice, sustainable practices throughout the supply chain, purchase decisions and further ways to influence consumer behavior.

Within just 24 hours, the following results were obtained:

Marketing

  • Consumer Awareness: Many consumers are aware of sustainability efforts and see it as just a marketing strategy.
  • Skepticism: Some consumers are skeptical of brands’ sustainability claims, suspecting “greenwashing.”
  • Transparency: Consumers desire more transparency and legitimacy in sustainability claims.

Production

  • Material Usage: There is a preference for recycled, organic, and low-impact materials.
  • Local Production: Consumers favor local production to reduce carbon footprints and ensure ethical labor practices.
  • Durability and Quality: High-quality, durable products are preferred, and there is a growing interest in re-used and long-lasting items.

Operations

  • Sustainable Practices: Integrate practices like water and energy reduction and using recycled materials.
  • Challenges: Implementing sustainability is costly and challenging against cheaper products.
  • Market Impact: Sustainability practices are gradually influencing the market, but significant changes are still needed.