Democratizing Research at Microsoft
Recollective’s AI-powered qualitative research tools changed the game. By partnering with Recollective, Microsoft brought qualitative research in-house for the first time, reducing their reliance on external agencies. This shift resulted in an 80% decrease in time-to-insight, enabling them to complete the project in much less time than previous research projects. The platform’s speed and scalability allowed Microsoft to manage research projects independently, delivering actionable customer insights with unprecedented efficiency.
This case study illustrates how Recollective’s intuitive platform and agile research solutions empowered Microsoft to democratize insights across their team, showing other global brands how easy it can be to take control of their qualitative research process.
Background: The Need for Agility in Research
Microsoft’s commitment to innovation relies on a deep understanding of their customers. For Copilot AI users, they needed insights into how users interact with productivity tools and which features bring the most value. For their growing and engaged community of Xbox gamers, Microsoft wanted to explore customer motivations and preferences to inform product development and marketing strategies.
Traditional research methods presented significant challenges. Outsourcing to agencies was expensive, and long timelines often meant insights arrived too late to inform key decisions. Microsoft’s research team needed a solution that allowed them to work faster while retaining full control over their projects, ensuring insights aligned with their evolving priorities.
Challenge: Bringing the Research In-House
For years, Microsoft worked with external agencies for qualitative research. The process could require significant coordination, from scoping projects to briefing agencies and waiting for deliverables, leaving little room for rapid adjustments or pivots. The Microsoft team was interested in running projects on their own and bringing the tech in-house so it would complement some of their other programs. They wanted to run some research independently and continue using agencies when appropriate.
The key challenges included:
To overcome these challenges, Microsoft sought a platform that would enable their internal team to manage projects and deliver high-quality insights independently.
Solution: Recollective’s AI-Powered Qualitative Research Tools
Microsoft partnered with Recollective to leverage its AI-powered qualitative research platform, which empowered their team to design, execute and analyze research independently. For the first time, Microsoft was able to run research in-house, conducting studies focused on two user groups: Copilot AI users and Xbox gamers.
Empowering Teams with Democratized Insights
Recollective’s intuitive platform made it possible for Microsoft team members—regardless of their research expertise—to set up and manage their own qualitative research projects. With minimal training, the team used the Recollective platform to:
- Recruit participants from their own database.
- Create branded, immersive research communities.
- Collect and analyze multimodal feedback, including text, video and images.
“Recollective put the power of qualitative research directly into our hands,” said Romani Patel, Senior Manager of Research + Insights at Microsoft. “We were able to run projects entirely in-house and move at the speed of business without sacrificing quality.”
AI Tools for Real-Time Data Analysis
Recollective’s advanced AI tools—including AI Questions, AI Themes and AI Summaries—streamlined data analysis, helping the Microsoft team extract actionable insights from vast amounts of qualitative data in real time. These tools automatically identify vital patterns, emotions and themes, reducing the time and effort required for analysis.
“With Recollective’s AI capabilities, we didn’t need to wait weeks for an agency to analyze our data,” Patel explained. “We could see insights emerging in real time, enabling us to pivot quickly and adjust our approach as needed.”
Scalable Research Solutions
Microsoft successfully conducted two simultaneous studies, each tailored to a specific user group. With over 130 participants sharing insights through text, video and images, the team gathered rich qualitative data in just days—a process that would have taken weeks using traditional approaches.
Branded Experiences for Enhanced Engagement
Recollective’s brand customization features allowed Microsoft to create a unique research environment. Participants praised the smooth and engaging experience, while the high-quality branding fostered trust and encouraged participation.
“The platform allowed us to create a beautiful, branded experience that reflected Microsoft’s identity,” Patel said. “Participants felt valued, which resulted in higher engagement and richer insights.”
Outcome: Agile, In-House Research at Scale
Recollective’s platform transformed Microsoft’s qualitative research approach, delivering clear benefits:
- Democratized Research: Recollective made it easy for Microsoft’s team to manage qualitative research independently, removing reliance on external agencies and freeing up resources for other initiatives.
- Faster Insights: Real-time data analysis tools enabled the team to extract actionable insights immediately for quick decision-making and agility.
- Scalable Solutions: The platform helped Microsoft gather scalable insights from large, diverse audiences faster than ever before.
- Enhanced Participant Engagement: Microsoft leveraged Recollective’s brand customization to deliver a branded experience that resonated with participants and led to richer insights.
Patel summarized the transformative impact of this new approach:
“Recollective has empowered us to act faster, engage participants more effectively, and uncover insights that truly drive our business forward."
Conclusion: A Blueprint for Global Brands
Microsoft’s success with Recollective demonstrates that agile research solutions and AI-powered qualitative research can be easily attainable. With the right platform, global brands and enterprises can democratize insights, bring research in-house and make smarter decisions faster.
For global brands and market research professionals looking to scale research while maintaining control, Microsoft’s story serves as a powerful example. By adopting Recollective’s intuitive, AI-driven platform, enterprises can unlock the full potential of qualitative research—at scale, with speed and on their own terms.
Ready to transform your research approach? Discover how Recollective can help your team bring qualitative research to life, empowering you to engage participants, uncover insights and make agile decisions that drive growth for your business.
.svg)
