Listening instead of scrolling

The field team is on their way to the next client meeting. The new CX report is sitting in the inbox. 48 pages. Lots of metrics. Concise recommendations. They’ll read it later. Maybe.

Dashboards show all KPIs at a glance. Teams can filter, compare and review trends. But dashboards rarely provide answers to the ‘how’ and ‘why’.

Charlotte Stöckmann shows how companies can integrate market research findings more effectively into the organisation. And how they can strike the right balance: accessible enough for day-to-day work, yet detailed enough to inform sound decisions.

Companies invest heavily in market research. Yet the results often fail to have the impact they deserve. In practice, we see three typical reasons for this:

• Reports contain too many details for day-to-day work
  Market research reports bring together many valuable findings. Yet teams often have little time to read all the details, interpret them properly and apply them to their work. As a result, important insights remain buried in the report.
• Management summaries are heavily abridged and lose context
  To make results quick to read, they are often heavily condensed. This helps management to contextualise findings and make decisions. However, valuable background information and details, contradictions and inconsistencies fall by the wayside in the process.
• Internal audiences need different perspectives
  Senior management, sales, marketing, product management and insights teams ask different questions of the same data. Traditional reports often fail to provide this context. Teams then have to interpret the results themselves. This leads to differing interpretations rather than a shared, data-driven orientation

A client in the healthcare sector was looking for a better way to bring the results of its CX tracking to the field sales team. The teams had little time for lengthy reports but needed clear guidance for their conversations. The solution had to condense the information without oversimplifying it. It had to provide context without overwhelming the teams.

KIRA|FM was born out of this challenge. The format translates market research findings into short audio briefings. The content is professionally curated, clearly organised and presented in such a way that teams can listen to it during their daily work. For example, whilst travelling to their next appointment, between two meetings or before a client meeting.

KIRA|FM draws on principles from learning on demand and microlearning. People receive knowledge exactly when they need it. And they receive it in small, focused units that are easy to absorb. Or as the sales manager put it more aptly: “We get to the point more quickly and thus move faster into action[HJ2 .”

KIRA|FM is an AI-powered audio format that produces concise, editorially and technically reviewed audio briefings based on study and project results. Stakeholders receive key insights in just a few minutes – clearly structured and personalised on request. The format is based on, amongst other things:

• Management summaries and recommendations for action
• KPI reports and tracking data
• Excerpts from qualitative interviews or open-ended responses
• Results presentations, dashboards or study documents

KIRA|FM adapts to the target audience. A short monologue may suffice for management. For sales, service or brand teams, a dialogue-based format can be more effective because it brings different perspectives to life. Tone, narrator and length can be tailored precisely to the target audience. Supplementary ‘show notes’ such as key graphics or key messages for reference can be attached directly to the player.

Many tools today can automatically generate audio and catchy podcasts. KIRA|FM goes further. The difference lies in the specialist work carried out by research professionals at Produkt + Markt.

It doesn’t start with the technology. It starts with the question: Who is the target audience for the briefing, and what decision needs to be made?

Our researchers then select the content. Not everything in the report belongs in the audio. A key figure may be important to management, but of little help to the field sales team. A qualitative insight, on the other hand, can be worth its weight in gold to the brand team, because it shows how customers experience a brand.

These building blocks are used to create a script with a clear thread running through it and inspiring nuances. AI helps to distil the material and develop different versions. Our research teams make the expert selections. They check every statement against the data, methodology and study logic. They add study details as show notes. Only then is the audio briefing published online.

How are data protection and confidentiality ensured?

We operate in accordance with the highest data protection standards, as is standard practice at Produkt + Markt. All processes comply with applicable legal requirements and our internal compliance guidelines.

Data processing takes place exclusively on our servers or on servers within the EU. No storage or processing takes place in non-European jurisdictions. KIRA|FM runs in a closed system. There are no open interfaces through which information could be leaked to the outside world.

The AI components used are strictly isolated: no training takes place on customer content, no user data is transferred to third parties, and no other customer gains access to your information. Access is via a closed platform with a password-protected, personalised login. Role and permission models ensure that each person sees only what has been authorised for them.

On request, we can provide additional security measures such as IP restrictions, MFA, and project-specific deletion and retention policies.

In short: your data remains within the EU, in a closed system, without external access – confidential, secure and controllable at all times.

Is an audio report with an AI voice really helpful or just a nice gimmick?

Audio formats work because the voice works. It can highlight key points, build trust and capture attention with surprising phrasing. We see this in our projects, even though everyone involved knows we’re using AI voices.

Research on voice assistants suggests that trust is not created by the voice alone. It also depends on whether people perceive competence, utility, context and the sender as credible. Synthetic voices can be well accepted, particularly for functional tasks, if they guide the user fluently and are suited to the task.

For audio reports, this means: the research expertise must be audible. The briefing must be clearly structured, clearly formulated and helpful in day-to-day work. Then the result is not a report being read out. Instead, it is a format that provides guidance and is actually used.

Does KIRA|FM replace traditional reports and dashboards?

KIRA|FM does not replace reports, presentations and dashboards. Compared to traditional reports, it makes the key findings more accessible and tailors them to the target audience. In doing so, it generally provides more depth than typical dashboards.

For which market research studies are audio reports suitable?

KIRA|FM is suitable for regular KPI and tracking updates. It can bring management summaries to life, distil qualitative highlights from interviews, or keep stakeholders informed in ongoing projects.

KIRA|FM is particularly effective where insights need to reach a wide audience. Not everyone needs the same level of detail. But everyone needs a shared understanding. Audio strengthens this understanding. It brings key messages into everyday life without sacrificing technical depth.

Typical use cases for KIRA|FM include:

• KPI and tracking updates
• Executive summaries for decision-making meetings
• CX updates for field staff and service teams
• Qualitative highlights from interviews or open-ended comments
• Brand studies involving multiple internal target groups
• Stakeholder briefings on ongoing projects

What sets KIRA|FM apart from AI podcast tools?

Many tools can generate audio automatically. KIRA|FM is more than just production technology. The difference lies in the professional processing through the research expertise of Produkt + Markt.

Our researchers deliberately select the relevant content. They decide which KPIs matter to management, which qualitative insights are important for sales or service, and which message forms the central theme. They simplify complex relationships without distorting them. And they check the statements against methodology, data availability and the study context.

The result is not an audiobook version of the report. It is an audio briefing that provides direction and empowers teams to take action.