As consumer expectations rise and traditional methods fall short, researchers are being challenged to find deeper, faster, and more authentic ways to connect. At this year’s Quirk's Chicago, Suzy’s EVP of Customer Success Katy Emerson took the stage to explore how Suzy Speaks, our AI-powered, voice-driven methodology is meeting that moment, and transforming how we learn from real people in real-time.

The session showcased findings from a Suzy Speaks study on the fast-growing modern soda category, revealing why consumers are trying better-for-you drinks, and what’s keeping them loyal. But more importantly, it demonstrated how the way we ask questions fundamentally shapes the answers we get.

Here are the top five takeaways from the session:

1. Suzy Speaks delivers the depth of qual with the speed of quant

Suzy Speaks is a transformative research method that captures voice-based consumer feedback at scale. By allowing respondents to answer in their own words and tone, the platform reveals emotional nuance, real-time sentiment, and rich context. This enables researchers to move beyond surface-level answers and access the motivations that truly shape behavior. With Suzy Speaks, you’re not just gathering data, you’re hearing the story behind it.

2. Suzy Speaks uncovers what traditional surveys miss 

In Suzy’s modern soda case study, traditional surveys pointed to curiosity and health as primary reasons for trial. But when respondents spoke freely, a more complex picture emerged. Marketing exposure, social influence, impulse purchases, and personal health motivations surfaced organically—none of which were fully captured by checkbox-style questions. Voice insights didn’t just validate assumptions—they revealed new drivers, giving brands a clearer path to influence consumer behavior.

3. Suzy Speaks reveals what drives both trial and loyalty

While eye-catching flavors and fun packaging can earn a first-time purchase, long-term loyalty hinges on repeatable quality. With Suzy Speaks, respondents made it clear that bold flavor isn’t enough if taste feels inconsistent. In fact, many called out brands like Poppi and Olipop for delivering exactly what they expected every time. Functional benefits like reduced bloating or fewer sugar crashes also reinforced brand trust. To retain modern soda drinkers, delivering on the experience is just as important as drawing them in.

4. Suzy Speaks shows how packaging and placement influence in-store discovery

When it comes to in-store behavior, Suzy Speaks highlighted just how critical visual cues are. Even consumers actively browsing the healthy drinks aisle said they relied on standout packaging to make a purchase decision. Bright colors, crisp design, and clear messaging around health benefits and flavor were cited repeatedly as the reason someone grabbed a can—sometimes without even intending to buy soda. Strategic placement gets a product seen, but design and clarity close the sale.

5. Suzy Speaks powers the future of brand insight

This session underscored a major shift in research: moving from claims validation to meaning validation. It’s no longer enough to ask whether a consumer believes a claim. What matters is how it connects to their life, their emotions, and their needs. Voice responses revealed personal stories tied to health, lifestyle, and identity, insights that can’t be captured through static surveys alone. As Katy shared on stage, understanding the “why behind the why” isn’t just helpful—it’s what separates good research from brand-defining insight.

Ready to Hear the Voice of Your Consumer?

Suzy Speaks is redefining what qualitative research can be—scalable, nuanced, and deeply human. Whether you’re launching a product, testing creative, or exploring a new category, voice could be the game-changer your team has been waiting for.

Watch the full session here!

Want to see Suzy Speaks in action? Book a demo.