Fossil Group Accelerates Consumer Insights
and Empathy with Canvs AI
Message & Creative Testing • Customer Satisfaction Survey • Accelerating Time to Insights
Fossil Group is a global design, marketing, distribution, and innovation company serving customers across 140 countries, with 400 company-owned retail locations. After extensive evaluation of multiple text analysis tools, Fossil Group selected Canvs AI for its accurate analysis and user-friendly experience. Canvs has empowered the Fossil market research team to customize their analysis, boost research productivity and elevate their impact.
Check out the short video below to hear Fossil Group Head of Market Research Deepa Iyer discuss the benefits of using Canvs, or check out the full video over on our resources page.
Insights ROI
- Quantifiable Insights: The market research team has enhanced their analysis capabilities with Canvs. They are now conducting equally rigorous analysis on unstructured feedback as they do for structured data.
- Voice of the Customer: Fossil Group is now able to uncover relevant and empathetic Voice of the Customer insights throughout the customer journey in a fast and more efficient manner.
- Operational Efficiency: With Canvs’ help, Fossil Group is now able to analyze thousands of open-ends and create reports in a fraction of the time.
Fossil Group Fast Facts
- Fossil Group is a lifestyle accessory brand and is especially well known for their iconic watches.
- Fossil Group understands that accessories hold deep sentimental value for consumers. The brand aims to be a meaningful part of those special memories in our customers’ lives.
- The mission of the Fossil Group market research team is to increase ROI by helping the company make smarter decisions based on honest and scientific rigor.
Problem
Fossil Group’s market research team strives to understand what the brand can do to better connect with their customers. They collect customer feedback data through surveys, online reviews, and ethnography studies. Manually analyzing open-ends was incredibly time consuming for the team and was taking several days to weeks to analyze. Fossil Group needed a text analysis tool to automate this process and surface deeper consumer insights from their open-ended feedback.
Solution
Fossil Group adopted Canvs AI for text analysis across many different projects such as marketing campaigns, product development and refinement, CSAT, and storytelling. Canvs AI has helped Fossil Group deepen their consumer empathy, drive operational efficiency, and power data-driven storytelling.
Message & Creative Testing
The marketing team came to the market research team and asked them to measure the success of the creative and messaging in their current campaign. They wanted to know if customers were happy with the direction they were taking and if they resonated with the stories shared. From there, the market research team collected 5,000 open-ends, analyzed the data in Canvs, and had a report ready in one day. Historically, this would’ve taken the team several days to analyze and complete. By analyzing the open-ends in Canvs, the team was able to discover what was working with the campaign, what wasn’t working, and emotions behind the feedback.
Customer Satisfaction Survey (CSAT)
The market research team conducts CSAT surveys to stay in tune with their customers. If there is a problem with one of their products, they want to know about it as soon as possible. After collecting the responses, the team uploads the CSAT responses into Canvs, identifies different issues, and provides an actionable report to the Customer Care team to address.
Benefits
Discover the Voice of the Customer
With Canvs AI’s help, Fossil Group is now able to uncover relevant and empathetic Voice of the Customer insights throughout the customer journey in a fast and more efficient manner.
Less Time Spent on Manual Work
Before Canvs, the market research team was manually analyzing open-ends, which was incredibly time consuming and taking the team several days to weeks to analyze. The market research team is now able to analyze thousands of open-ends and create reports in a fraction of the time.
Quantifiable Insights
The market research team has enhanced their analysis capabilities with Canvs. Previously they could only derive directional insights from unstructured data. However, Canvs now allows them to conduct equally rigorous analysis on unstructured feedback as they do for structured data.
