Case Study: a Large Beauty & Personal Care Company accelerates concept testing with C5i’s real-time social listening and GenAI

Real-time Concept Evaluation Based on Social Listening

A large beauty and personal care company faced the challenge of needing to rapidly test product concepts in their fast-paced industry. Traditional research methods were too slow and costly, and while generative AI offered speed, it risked generating insights disconnected from current consumer needs. The vendor, C5i, addressed this by designing a GenAI-powered solution that integrated social listening.

C5i's solution combined social listening, using the Brandwatch platform, with synthetic concept testing to evaluate ideas in real-time. This approach grounded the AI in live consumer discussions, ensuring the generated feedback was relevant and reflective of the current market. The results were significant: testing time was reduced from weeks to minutes, feedback gained higher relevance, and trust in AI outputs was built. This created a scalable system that enabled faster go-to-market strategies for the customer.