Our tool, TAIA - Talk AI for Insights Activation, features a comprehensive sustainability study, titled “Talking green”, we conducted as a use case. This research allowed us to create detailed sustainability personas.

You can now try TAIA with these personas and see how it also could work seamlessly with your own data.

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Our insights are derived from a two-phase market research study: a qualitative phase followed by a quantitative follow-up study.

Phase 1: Qualitative Individual Interviews

We began with 14 in-depth interviews conducted via Zoom. These interviews targeted a diverse group of participants from Germany, aged 18-69, ensuring a balanced mix across gender, age, and educational backgrounds. The aim was to explore attitudes and behaviors towards sustainability, personal values, and perceptions of sustainable brands. The interview guide covered various topics such as:

• Personal background and daily life
• Sustainable attitudes and behaviors
• Perceptions of sustainable brands
• Perception of communication and statements on sustainability
• Messages to brands

This phase provided rich, qualitative insights into individual motivations, barriers, and perceptions regarding sustainability.

Phase 2: Quantitative Follow-Up Study

Building on the qualitative insights, we conducted a quantitative online survey with 1,000 participants, also from Germany and aged 18-69. This survey aimed to quantify the qualitative findings and ensure the results were representative of the broader population. The survey included questions on:

• Demographic information
• Importance and relevance of sustainability in various life areas
• Purchase behaviors and criteria
• Attitudes towards sustainability-related issues
• Expectations from brands and companies regarding sustainability

The data from this survey provided a solid statistical foundation for our analysis.

Data Analysis and Persona Creation

Using the data from the quantitative survey, we performed a cluster analysis to identify distinct segments within the population. These segments were then developed into detailed personas, representing different consumer types based on their attitudes and behaviors towards sustainability and sustainability communication.

Integration with TAIA

These personas have been integrated into our TAIA tool. With TAIA, you can chat with these personas, gaining insights into their motivations, preferences, and potential responses to various marketing strategies. The tool leverages both human expertise and AI to provide nuanced and actionable insights.

Why Choose TAIA?

Comprehensive Insights: Our dual-phase research ensures both depth and breadth in understanding consumer behaviors.

Data-Driven Personas: Our personas are grounded in robust qualitative and quantitative research, providing reliable and actionable insights.

Interactive Experience: Engage with personas in a conversational format, making insights more accessible and practical.