Canvs AI, the leading text analytics platform for consumer insights, announced today that Blueberry Marketing and Sensory Research has successfully incorporated Canvs MRX into their product testing methodologies for the analysis of open-ended text.

Blueberry, the research consulting division of Reckner, provides full product life cycle research services utilizing traditional and innovative insight methodologies, including product testing and exploratory / concept development. Their work helps consumer brands develop innovative products and go-to-market strategies by delivering deep insights into the preferences and feelings of consumers with highly actionable guidance regarding product attributes.

“The open-ended questions we use in our sensory lab ballots are critical because they capture feedback in the true voice of the consumer and with as little observer bias as possible,” said Lisa McGurk, Vice President at Blueberry. “Using Canvs for analysis of verbatims has allowed us to deliver deeper, more nuanced insights to clients without increasing project times and costs. By integrating Canvs with our research methodologies we’re able to truly differentiate our offerings.”

As part of Blueberry’s research processes, consumers complete a survey “ballot” to record their feedback which includes several open-ended questions. Blueberry uses Canvs to interpret and classify the unstructured text, as well as to synthesize that information with the full survey.

“Canvs has been particularly valuable in our work in food and beverage,” continued McGurk. “Food is such a personal experience and the ability to use open ends to capture consumer reactions is critical.”

“The Blueberry team are among our most savvy users of Canvs in terms of how they fully utilize the AI-driven insights from the platform,” said Lisa Leung, Director of Sales for Canvs AI. “Not only does Blueberry use Canvs to automate coding and categorization of their open ends, they synthesize those findings with the full data set too, using Canvs Highlights to identify statistically significant connections and correlations.”

Blueberry and Canvs Present at Quirk’s Wisdom Wednesdays Webinar

Blueberry will be sharing their story during Quirk’s Wisdom Wednesday Webinar Series next Wednesday, March 23rd, 2022 at 12:00 pm ET. The session, titled Using Open Ends in Product Testing: Understanding Consumer Feedback without Bias, will focus on how Blueberry incorporated analysis of open-ended questions across several Food & Beverage concept testing methodologies. To register, go to https://www.quirks.com/pages/using-open-ends-in-product-testing-understanding-consumer-feedback-without-bias.