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Beverage Industry
To the Test: Human Coders vs. Leksi AI
Exploring the efficacy of human expertise vs. AI tools & quenching the thirst for more efficient insights.
Open-ended Question
Why would you NOT buy this new beverage or are you undecided?
Verbatims Analysed
1000
Leksi Analysis Outcome
Leksi demonstrated equal, if not superior, performance compared to a manual coder; delivering results at a lower cost, with reduced bias, and in a fraction of the time.
In the competitive beverage industry, BeverageCo, a global company, relied on internal teams to code and analyse unstructured customer feedback. However, these insights often took time to surface and consumed significant resources. In collaboration with Leksi, the company decided to put traditional human coding methods up against Leksi AI to test whether it could match the performance of human coders, while also helping analyse customer feedback following new beverage launches.
Challenge
BeverageCo faced the following hurdles after launching a new soda flavor:
- Gain a deep, nuanced understanding of consumer perceptions and behaviors.
- Identify areas for product improvement and marketing optimisation.
- Optimally process and derive actionable insights from qualitative data across multiple countries, including the UK, Germany, Italy, and France.
- Enhance efficiency, as traditional analysis methods for open-ended questions were time-consuming and expensive, taking 3-4 days and costing $1,500 to $2,000 per analysis.
Leksi’s Solution
Leski embarked on the following process for this analysis:
- Use the same open-ended survey: Applied the same data set to the Leksi model that the coder used.
- Multi-lingual Analysis: Processed data from the UK, Germany, Italy, and France simultaneously.
- AI-Powered Insights: Utilised proprietary models to identify natural patterns and emerging themes.
- Unbiased Approach: Analysed data without preconceived notions or domain-specific knowledge.
Remarkable Results
The head to head analysis revealed:
| Metric | Traditional Analysis | Leksi AI Analysis |
|---|---|---|
| Language Capability | English only | Multi-lingual |
| Background knowledge | High | Nill |
| Bias | Mid to High | Low |
| Analysis Cost | €1,500 to €2,000 | €200 to €400 |
| Analysis Time | 3 to 4 days | 40 Minutes |
- Leksi matches a coder's level of analysis, but faster, cheaper, and without needing domain-specific knowledge. It delivers more comprehensive insights, with fewer biases and broader generalisations.
- Leksi is able to perform multi-language analysis, as opposed to the coder, who can only work in English.
- Manual coder bias leads to unnecessary topics and generalisations, lacking depth. Leksi builds core knowledge and makes comparisons simultaneously, while the coder must read sequentially.
Leksi vs Professional Coder
The delta highlights the difference in comparison to the human coder.
Leksi Advantage
What makes Leksi exceptional:
- 5X cheaper
- 100X faster
- Significantly reduces bias
- Multi-language assessment (German, English, Italian, French)
Leksi AI's analysis provided several additional advantages:
Comprehensive Topic Generation: Created more descriptive and easily interpretable topic titles.
Simultaneous Comparisons: Build core knowledge while making comparisons across the dataset.
Reduced Generalisations: Avoided unnecessary topics and broad generalisations common in manual coding
Simultaneous Comparisons: Build core knowledge while making comparisons across the dataset.
Reduced Generalisations: Avoided unnecessary topics and broad generalisations common in manual coding
"Our team was really impressed with this analysis. We've now integrated Leksi into our operations, and our coders are using it regularly to streamline their workflow. It's like giving them a superpower to deliver insights faster, helping us speed up processes and continue improving not just new brand launches, but across all our products.."
Marketing Lead at the Subscription Video on Demand company
Reflections & Insights
By partnering with Leksi, BeverageCo shifted its approach to analysing unstructured text surveys. The move to AI-driven analysis uncovered a wealth of actionable insights, not only matching the abilities of human coders but surpassing them in key areas. As a result, BeverageCo has integrated Leksi, enabling it to gain faster and deeper insights across its entire product portfolio. This has empowered the company to optimise new offerings, create more targeted marketing strategies, and strengthen its competitive edge in the European beverage market.
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