Spring was moving its scents from functional to emotional. In under a week, 250 women told the brand, in their own words, which direction to take.
Spring is a direct-to-consumer laundry and home-care brand, sold almost entirely online. It was rewriting the way it talks about scent, moving from functional freshness toward something more emotional, scents that evoke a feeling, a mood, a memory.
That shift touched everything: the name, the description and the promise of six laundry lines, plus the packaging. And it carried real stakes, because the new signature had to do two jobs at once, keep loyal customers and win new ones, ahead of a launch deadline.
The risk was simple. Choosing the right words from the inside, without hearing how real buyers actually feel.
Instead of a slow panel or a handful of focus groups, Verso ran an AI-led qualitative study that reached hundreds of real buyers in days, and captured not just what they picked, but why.
A short form captures who she is and sends her to the scent world she connects with most.
6 scent universesAn AI moderator runs a natural, spoken conversation, probing what each scent makes her feel.
~15 min · voiceThree name, description and target combinations, side by side, through to purchase intent.
A / B / CThe AI reads every interview back: clear preferences per line, plus the consumers own words.
250 voices“We ran 250 interviews in less than a week, and there was really great quality.”
Laure FavreSpringThe study gave Spring clear winners for each line. And, reassuringly, prospects and customers pointed in the same direction, a strong signal that the new signature would travel beyond the existing base.
But the biggest value was not the ranking. It was the language. Spring walked away with hundreds of consumers describing scents in their own words, material the team could reuse for claims, product pages and naming.
“I was expecting the answers to my questions. But I got more than that. It opened a new territory, new ideas.”
Laure FavreSpringFor a marketing team, hearing consumers put feelings into words changed the texture of the decision.
“Listening to our consumers describe what they felt, in their own words, is very valuable, and even moving for a marketeer.”
Laure FavreSpringBeyond the decision, the interviews became a well the team keeps drawing from, for copy, for acquisition content, for the next idea. The kind of thing that only happens when you have real voices, not just numbers.
“It opened so many other opportunities, because we are always trying to find the right words to express a positioning.”
Laure FavreSpringSee how real consumer voices can de-risk your next decision, fast.
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