Case study | research agency | anonymized
In brief: A research agency had to concept-test campaign ideas for a kitchen-appliance brand across seven markets - and deliver usable qualitative evidence in one week. With Usercall they ran 90 AI-moderated voice interviews (recruiting included), then returned source-linked themes the agency could put in front of the client. Real participants. Agency owned the guide and the codebook.
The agency was not looking for another platform bake-off. Their client needed campaign concept testing: reactions to competing creative routes, pairwise preference, uniqueness and persuasion ratings with reasons, and a read on which brand initiatives were dead on arrival.
The constraint was the calendar. Covering seven markets with classic moderated IDIs at this n would have blown the week. They needed depth that still scaled - voice, not a long form - and analysis they could audit back to quotes.
Usercall hosted the fieldwork layer. The agency wrote the discussion guide for campaign concept testing (exposure to concept write-ups, open reaction, "what stood out," uniqueness scales with why, brand-perception change, pairwise preference between routes, then initiative ratings). Participants opened a link and spoke 1:1 with an AI interviewer that probed when answers were thin.
Across sessions, long brand-essay concepts were rejected early - "too much text," "no one's gonna read it," uniqueness scores around 3/10, little brand-perception lift. Shorter, product-led lines scored higher on attention and persuasion. Several proposed brand initiatives (education-style content, price stunts) were rated 1/10 with blunt reasons.
That is the point of concept testing with voice: the agency could show the client not only which route won on preference, but the spoken why - including the kills.
Excerpt from one campaign concept-testing session. Agency and brand names removed.
What this is not: a promise that every self-serve Sprint ships 90 interviews weekly, synthetic users, or a replacement for senior researchers on strategy. It is one documented agency delivery of campaign concept testing at scale.
Campaign concept testing for a kitchen-appliance brand: compare creative routes, collect uniqueness and persuasion ratings with reasons, measure whether concepts shifted brand perception, and pressure-test supporting initiatives - qualitatively, across markets, on a one-week fuse.
90 AI-moderated voice interviews across 7 markets in one week, including recruiting. Documented agency project on Usercall - not the same as the smaller self-serve Consumer Interview Sprint SKU.
The research agency. They defined the concept-testing guide and kept the codebook. Usercall ran the AI-moderated sessions and produced transcripts plus source-linked themes the agency could edit and present.
Participants read concept write-ups, then were probed on overall reaction, what stood out, uniqueness (1-10 + why), brand-perception change, pairwise preference between routes, reactions to shorter brand lines, product-led concepts, and appeal ratings for initiatives. Thin answers ("Nothing.") got follow-ups instead of a skipped probe.
Yes. Live voice with an AI interviewer; participants were told it was AI. The transcript excerpt shows unscripted rejection of long copy and low initiative scores - not synthetic users.
We are waiting on written permission to name them. The method and the 90 / 7 / one-week facts are real; logos wait.
For agency-scale campaign concept testing on a short timeline, email junu@usercall.co. For smaller self-serve sprints, see the Consumer Interview Sprint page.