A major FMCG organisation needed to test its value proposition. This was an urgent scenario due to government regulations- time was limited but we were determined to get the results. Through our platform, using Maya AI as the interviewer, we delivered fast, reliable feedback helping the startup validate its offering in days, not weeks.

The Challenge

The startup was designing a product for age-60+ users with little or no exposure to online tools. They needed to answer questions such as:

• Is this value proposition compelling to seniors?
• What are acceptable price points?
• Would seniors be willing to adopt this product as described?

They had constraints such as these:

• The respondents had minimal digital literacy.
• Face-to-face interviews are costly, slow, and risky under certain restrictions.
• They needed results fast to make decisions before launching product pilots.

How Maya AI Stepped in With Customized AI Interviews

Here’s how Maya AI acted as the interviewer for customer research and transformed the process:

Conversational format for higher interaction

Maya AI conducted interviews using platforms seniors felt comfortable with (for example, via voice messages or audio surveys). This avoided forcing them into forms or text-heavy interfaces they found challenging. This made our target audience go through a simple two click process- they shared their voices and answered questions systematically. 

Voice assisted questions

To overcome issues of reading barriers, Maya AI used voice to encourage speaking. Questions were spoken so respondents could listen rather than read. This increased comprehension among respondents who might be illiterate or less confident reading.

Multilingual support

Maya AI conducted interviews in both English and the local language for the target audience. This meant linguistically inclusive outreach to significantly improve the authenticity of responses.

Questions for quantitative and qualitative insight

Maya AI structured the interviews to capture both quantitative metrics (e.g. willingness to pay, price sensitivity) and qualitative feedback (what aspects of the value proposition resonated or felt off). 

Fast turnaround & high sample completion

Since Maya AI can run fully automated interviews, results came quickly. The process achieved:

• Sample size: ~300 respondents
• Delivery time: 5 days from launch to completion with organised data presentation
• Start rate: ~60% (how many began the interview)
• Completion rate: ~70% (how many finished)

Trust in the AI led interface 

Participants were more willing to share honest opinions because Maya AI interaction felt less formal, less intimidating. The voice-enabled, conversational style helped bridge trust gaps. Respondents felt heard. Additionally,  the probing capacity of Maya helped us retrieve authentic responses due to follow-up modules. 

The Result from The AI-Led Customer Research Campaign

Maya AI enabled both scale (300 respondents) and richness (voice, qualitative feedback) rapidly, the startup could refine its offering with confidence before launch. The FMCG brand in collaboration with Maya got its solutions:

• A clear price point emerged within the tight deadline and budget.
• Insight into how much seniors would pay, how price affected purchase intention.
• Understanding of what parts of the value proposition (features, benefits, messaging) needed tweaking to make them more relevant to seniors.
• A viable validated hypothesis about the product’s value proposition.

Why Maya AI Makes a Difference in Customer Research

This case illustrates several strengths of using Maya AI as the interviewer:

• Accessibility: Use of voice and familiar messaging channels helps reach low-digital literacy populations.
• Scalability & Speed: Automation means you can do large samples quickly.
• Richness of Data: Not just checkbox answers — you get voice responses, qualitative insights.
• Cost-Effectiveness: Less overhead compared to field work, fewer logistical challenges.
• Iterative Learning: With real user feedback fast, you can iterate value proposition, pricing, messaging before going too far into development.

Create Your Own AI Interviewer with Maya AI Today 

In 2025 and beyond, speed is everything. Markets shift overnight, and teams can’t afford to rely only on surveys or gut feeling when making big bets. At the same time, traditional qual research hasn’t caught up – it’s slow, pricey, and often localized. We’ve seen amazing advances in AI (LLMs, NLP) and thought: why not use these to conduct qualitative research at scale? 

Maya will help you overcome this barrier with empathy, intuitive probing and interactive experience. Maya is upgrading and improving with every iteration. If you want to be a part of the pilot, send us an email here.