Enhancing customer experience at MoneySuperMarket with Focaldata AI

MoneySuperMarket Group (MSM), a leading price comparison site, wanted to explore how AI could be leveraged to support customers in choosing financial products. MSM aimed to understand how customers use AI in daily life and whether an AI assistant would enhance their experience or raise concerns. Since MSM’s success hinges on a seamless website experience, whether for buying insurance or shopping for a mortgage, minimising friction is crucial. With these insights, they could then align product development to meet those needs.

Focaldata AI’s end-to-end research support

Leveraging Focaldata AI’s ability to support every aspect of research—from planning to analysis and presentation—MSM refined their research brief and objectives. The AI conducted targeted interviews, probing participants to extract key insights that met the study’s goals. These insights helped the research team identify opportunities to enhance customer journeys in searching for and purchasing financial and insurance products, keeping MSM at the forefront of customer service. From brief to completed interviews took 48 hours, with data available for querying in AskAI, driving rapid insights.

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Rich qualitative data available for dynamic interrogation

• MSM leveraged Focaldata AI’s end-to-end capabilities to align their research with strategic goals. The AI created a detailed discussion guide and conducted interviews, exploring complex issues like trust and data privacy in AI. 
• MSM used AskAI, Focaldata’s analysis engine, to query research results in natural language, revealing key themes and quotes linked to specific interview points. AskAI also suggested product development directions by identifying customer pain points and desired features in their buying journey. This streamlined process reduced manual work, allowing the insight team to provide actionable insights that help product leaders develop features to better serve their customers.

Enhanced engagement on sensitive topics

Focaldata AI effectively engaged respondents on sensitive topics, with 20% of respondents having long-term conditions like autism, neurological, mental or physical disabilities. The AI’s empathetic approach led to high-quality responses, showcasing its impressive ability to connect with and understand the nuances of respondents’ conditions, even without prior specific details.

Essential insights into behaviour driving product strategy

The large-scale AI interviews provided MSM with fresh insights into how AI can act as an impartial advisor, aiding customers in choosing products and understanding policies and quotes. This new perspective has been helpful for MSM in exploring opportunities and refining their approach.

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