Triumph strengthens brand insights with AI cluster analysis and StoryFlow

Triumph Group, known for the Triumph and Sloggi brands, was looking for in-depth insights into the preferences and expectations of their (potential) customers. In a pilot with Validators, an innovative approach was used to collect and analyze both quantitative and qualitative research results. The goal: to enrich the brand studies with concrete and actionable recommendations, enabling Triumph and Sloggi to position themselves more strongly in the market.

The approach

1. Category Entry Points (CEPs)

It started with the analysis of 16 different CEPs. By examining these CEPs, Triumph gained direct insight into the moments, motivations and contexts in which consumers think of or might consider the brand. Validators presented the insights via a "Brand Growth analysis," which summarized key results and provided strategic advice.

2. StoryFlow Voice Tool

To bolster the qualitative data, Validators deployed the StoryFlow method: respondents could speak their experiences and opinions instead of just typing them out. This yielded deeper, emotional and more comprehensive responses, giving Triumph a richer dataset.

3. AI cluster analysis for open-ended responses

The open-ended responses were then subjected to AI-driven cluster analysis, a first within this study. This allowed Triumph not only to structure and segment the qualitative feedback by, for example, age and buying behavior, but also to make concrete, quantitative statements about differences between consumer groups.

The result

Clear segmentation and group preferences The cluster analysis showed, for example, that older demographic groups appreciate Triumph's variety of sizes, while frequent buyers want to see more diversity in design. Both customers and non-customers emphasized Triumph's strengths of good advice and personal attention.

Simple translation to strategy

The cleverly structured Brand Growth analysis gave Triumph instant insight into strengths and areas for improvement, per target audience segment. This enabled the brand to formulate targeted follow-up steps, such as adjusting the offer or communication to specific target groups.

Faster, more cost-effective research approach

The pilot showed that qualitative data can also be made quantifiable on a larger scale, without the high costs and long lead times of individual interviews. Triumph thus saved time and resources, while maintaining the quality of insights.

Concrete outcomes and follow-up

The enriched brand studies have provided Triumph and Sloggi with practical tools to drive their brand growth. For example, by better tailoring the assortment to different age groups and by continuing to emphasize personal attention in communications. Following the success in the Austrian market, it was decided to roll out this approach to five additional countries. This collaboration between Validators and Triumph Group thus forms the basis for a deeper understanding of the international consumer, paving the way for further product and brand innovations.