The Secret Sauce: How Flynn Wright Uncovers Authentic Consumer Understanding for the Taco Category

Scalable Feedback Analysis • Unbiased and Consistent Insights • Accelerating Time to Insights

What do tacos and consumer insights have in common? Authenticity is key to winning over consumers. To help a taco kit brand stand out in a crowded market, Flynn Wright set out to uncover what drives customer loyalty and brand resonance. By adopting Canvs AI, Flynn Wright unlocked deeper, more nuanced insights, transforming their approach to qualitative analysis and creating opportunities for this brand to connect with its audience in new, meaningful ways.

Watch Flynn Wright Director of Insights Mike Irwin discuss how they use Canvs AI to streamline the analysis of open-ended feedback, uncover nuanced consumer insights, and deliver consistent, actionable results that drive strategic decision-making for their clients.

Problem

Flynn Wright’s insights team faced significant challenges analyzing open-ended feedback from consumer surveys. To help their client disrupt the taco kit market, they needed a deeper understanding of what matters most to customers. However, traditional methods—relying on manual categorization and subjective interpretation—were time-consuming, inconsistent, and difficult to scale. This limited their ability to capture nuanced consumer insights and confidently include more open-ended questions in their surveys. As a result, valuable insights into consumer behaviors and motivations were often missed, restricting opportunities for innovation and market differentiation.

Solution

Flynn Wright turned to Canvs AI to revolutionize their approach to open-ended feedback, enabling them to efficiently analyze responses at scale and uncover patterns that would have otherwise gone unnoticed.

Taco Product Study

Canvs AI empowered Flynn Wright to analyze feedback from over 1,300 U.S. consumers to better understand what drives purchase decisions in the taco-making category. The platform revealed nuanced interpretations of key terms like “authenticity” and “flavor”, uncovering how these ideas differed across various audience segments.

Enhanced Audience Segmentation

Canvs AI helped the team identify distinct consumer groups, such as Non-Diverse Suburban Families who valued familiarity and family-friendly flavors, and All-In Urban Singles seeking adventure, authenticity, and bold taste experiences. This segmentation provided actionable insights to help position the taco kit brand in a way that resonated with each group’s motivations and behaviors.

Benefits

Enhanced Efficiency

Canvs AI automated the labor-intensive process of analyzing open-ended feedback, enabling the team to move faster and focus on delivering actionable insights.

Unbiased and Consistent Insights

By eliminating manual interpretation, Canvs AI ensured consistency in sentiment and thematic analysis, making the results more reliable for strategic decision-making.

Richer Consumer Understanding

Using Canvs AI has allowed the Flynn Wright team to expand their mixed method (“quali-quant”) research to unlock deeper, more empathic and authentic consumer insights across their work.

"With Canvs AI, it really helps you quickly identify things that you want to explore further. It gives you a better sense of the patterns in discussion and in open-ended responses, allowing you to really do more with your time."

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