GLADYS: Pioneering a New Era in Qualitative Research

In the ever-evolving landscape of market research, the quest for meaningful qualitative data has often been a journey laden with challenges. Traditional methods are time-consuming, information-heavy, and sometimes perceived as costly. Waiting for extensive reporting can cause delays in the optimization of designs based on valuable insights. How do we keep our respondents and stakeholders engaged? How do we simplify the heavy lifting involved in collecting and analyzing data?

Enter GLADYS, a groundbreaking digital platform that promises to transform and collate behavioral qualitative data of packaging designs into a dynamic, engaging, and insightful experience for the respondents and more importantly – for the brand marketer so that brands can own the most valuable moment in marketing: the purchase transaction.

The GLADYS (Generative Learnings Attitudes and Decisions of Your Shoppers) platform is a revolution in qualitative research. It goes beyond conventional approaches by capturing emotions, reactions, and impressions through digitized data, coupled with audio and video follow-up probing. By gamifying proven qualitative techniques, GLADYS assesses if the story intended by designs is effectively conveyed, providing invaluable insights into resonating designs and driving elements.

One of GLADYS' standout features is its portability. Whether for online or in-person research, at a designated facility or on the go, GLADYS is designed to be accessible and user-friendly for all age groups. This flexibility ensures that qualitative research can adapt to diverse settings seamlessly. Clients can tailor their views based on participants, users, lapsed users, or specific demographics like age and income. This customization empowers teams to precisely extract the insights they need to inform their decision-making process.

The magic of GLADYS lies in its AI capabilities, generating relevant key themes moments after each session. Leveraging Behaviorally’s proprietary behavioral science of identifying the Benefits and Barriers along with our 4S framework (Be Seen, Shoppable, Seductive, and Selected), GLADYS provides actionable insights immediately. The inclusion of the PackPower Score™ (an easy-to-understand score of potential sales of a pack design powered by AI) further aids in gauging in-market success, allowing for immediate collaboration and participation from all team members.

GLADYS heralds a new era in qualitative research. By offering immediate, relevant, and actionable insights, GLADYS empowers teams to make informed decisions at the crucial point of purchase, enhancing the connection between products and consumers. In the fast-paced world of market research, GLADYS stands as a beacon, guiding us towards a future where qualitative research is not just efficient, but also engaging and impactful.

Contact us today to find out how GLADYS can help you own the most valuable moment in marketing: the transaction.

THE AUTHOR

Sheryl Brie is a Senior Vice President, Head of Behavioral Qualitative at Behaviorally. With over two decades in market research and spending her recent 14 years working in CPG shopping and packaging insights, she has conducted over 500 research projects and has spoken to more than 10,000 individuals about their shopping decision process. She is a behavioral science geek and is fascinated with how human perceptions filter their world and guide their choices and behaviors. Brie is also a recent empty nester with two adult children. Her daughter is following in her footsteps and is also in the market research industry. Her son is a U.S. Marine.

Connect with her on LinkedIn!