7Days is a well-known cakes and pastries brand across Europe, with strong brand recognition and a loyal consumer base overseas.

Bringing that success to the U.S. market was never going to be a copy and paste exercise.

The client is a global consumer products company with more than a century of history in a highly competitive household goods category.

Over decades, the company built a reputation for quality and performance while expanding its reach across both professional and consumer markets. Today, it competes on retail shelves against some of the largest companies in the consumer packaged goods industry.

Despite its strong brand reputation and loyal customer base, leadership recognized a common challenge faced by many mature companies: sustaining meaningful innovation over time.

When Humans and AI Interview the Same Consumer: What We Learned

We designed a controlled qualitative research experiment that compared AI-moderated and human-moderated one-on-one interviews under identical conditions.