Case Study

Nonfiction collected 3x more feedback, and their clients loved it

3x
more data
50+
hours saved collecting data
About

Nonfiction creates uncensored, emotional research studies that usher the hidden thoughts and feelings of everyday people into the rooms where decisions get made, so that organizations can serve everyday people better. They've studied everything from Americans’ secret financial lives to people’s emotional Spotify playlists. Our work has influenced Super Bowl commercials, offered a new vision for journalism, and helped inspire a dope Megan Thee Stallion song. Our clients are the world’s most forward-thinking brands.

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Industry

Research

Nonfiction is a customer research company that is designed to get at what most market researchers miss when they are studying the people they want to understand. Nonfiction goes where others don’t think to go and tries to get a deeper understanding of consumers. They are always willing to take their research one step further.

The Problem

Nonfiction had a big gap between what they were doing in quantitative analysis and qualitative analysis. Quant gave them incredible scale, but with lots of limits. For example, they couldn’t ask too many open ended questions. Qualitative interviews were also great - but had literally no scale. It would take Nonfiction 24 hours to complete 24 interviews to help collect customer context and colour. Nonfiction selected Voiceform because qualitative at scale was the goal.


"Voiceform is great because it’s everything you love about interviews, except way less work and you're able to do it at scale. When conducting research with Voiceform, I love that you can hear customers pause, hear their voice shake, and hear the emotion in their voice."

-Ben Zeidler, Co-Founder, Nonfiction Research

Voiceform was a great fit for Nonfiction, because it’s everything you love about interviews, except way less work and you're able to do it at scale. When conducting research with Voiceform, they loved that you can hear customers pause, hear their voice shake, and hear the emotion in their voice. That said, they still got all the things we loved in research interviews. Voiceform fit their needs perfectly.

How Voiceform Helped
"Without Voiceform, most presentation experiences are linear and flat kind. If during a presentation, I’m able to stop and showcase a slide with 6 record buttons, I can stop and play them for the client. It’s incredibly powerful to have somebody literally answering questions with their voice and it is a great way to put a final point on our presentation. Not only does Voiceform offer clients survey tools, but also VoiceAudience: Verified user panels that allow clients to connect with thousands of businesses and customers."

-Ben Zeidler, Co-Founder, Nonfiction Research

Voiceform supplied Nonfiction with access to our customizable research panel to collect feedback from our customers target audience. In this case, we were collecting feedback on behalf of a Fortune 500 Entertainment company.

Voiceform Results

With Voiceform, Nonfiction was able to dramatically reduce their time to insight, collect 3x more feedback and access a high quality panel of users that provided insight their clients loved. A key benefit to leveraging the platform was the diversity of panelists offered. Voiceform solutions can work across many categories, not just B2B.

"Voiceform insights really helped land the plane with our client. In my presentations, I can show a stat and they are like “ok”. With Voiceform, I can actually have them listen to a real person, talk about it and it is actually a magnitude of difference. It’s unexpected and it helps us separate ourselves from the rest of the Market Research Agencies."

-Ben Zeidler, Co-Founder, Nonfiction Research

Ben Ziedler
Co-founder at Nonfiction Research
"We love Voiceform because it helps us bridge that gap between quantitative data and fully qualitative data. We can get qualitative results at scale and we can do it way faster than we can if we were to just do interviews."

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