What happens when a celebrated social impact initiative begins to plateau? This presentation details how an iconic Canadian brand confronted that challenge with its signature cause.
After 16 years of success, standard tracking metrics began to signal a natural evolution in the public conversation, raising new, more complex questions that the numbers alone couldn't answer. With a significant future investment on the horizon, leadership faced a strategic crossroads: was it time to reinforce a successful formula, or reinvent it for a new era?
To find the answer, the brand moved beyond the checkbox, partnering with inca | Nexxt Intelligence and the Logit Group to deploy a bilingual, AI-facilitated conversational survey with 600 Canadians. The approach blended quantitative scale with qualitative depth, using AI to probe for emotion, contradiction, and unmet needs. Participants became active co-creators, articulating what positive change truly means today and where the initiative resonates versus where it risks falling short.
This session demonstrates how AI-driven conversations provide the crucial ‘why’ behind the ‘what’ of traditional metrics. Attendees will leave with a practical blueprint for integrating this methodology to gain strategic clarity—without sacrificing speed—when high-stakes brand, social impact, and investment decisions are on the line.
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