on September 14, 2017 News

Sumner lost his job to machines

Since our launch in 2011, Batterii has strived to put you – our users, customers and consumers– at the center of everything we do. By understanding your needs, we’ve shaped our approach to product design, service delivery and new innovation spaces to tackle. It truly fuels our entire team.

Over the past year, we've had many in-depth conversations with you about how teams are using our platform and services to get closer to the consumer. During these, we've recognized a huge barrier to working with large amounts of content. Specifically, working with videos.

Let’s set the stage:

  • Your team needs insights to validate a new product opportunity.
  • You've already collected a bunch of research, trends and online inspiration.
  • To complement that work, you engage Batterii's insights team to run missions with consumers.
  • We recruit 25 consumers with the intent of completing 5 missions over the next week. All of them ask consumers to record a video response (i.e. food diaries, shopping journeys, idea pitches).
  • Days later, our teams are really excited to see videos coming into Batterii.
  • At the end of the week, we have about 150 consumer videos totaling about 450 minutes of video. That's almost 4 focus group’s worth on content.

That's awesome, right?

Well, not if you’re Sumner. He's an intern at Batterii and the one assigned to do “verbatims.”

For those new to analyzing video-based research, writing verbatims is a grueling, time-consuming task when working with video content. Someone has to listen to all of the videos and transcribe what the consumer said. This "job" somehow finds its way to fresh, young team members. (Sorry, Sumner and Katie and Quinn and Hayley and... you get the picture!)

Our talented product team wanted to fix this problem.

Today, we’re excited to launch automated Video Transcriptions in Batterii. Just upload a video file to the wall, give it a few minutes to process and Violá!... a transcript is auto generated right under the video. 


Just like Image Analysis, Batterii's Video Transcripts are powered by machine learning. This content will show up in search results to help locate themes, verbatims and pain points. We think these two features pack a powerful punch in analyzing and synthesizing content. 

As we’re perfecting this feature, we wanted to roll it out as a Free Preview to all Batterii subscribers. Give it a try and share feedback with our support@batterii.com team.

We hope this gives you and your team more time to focus on the important things. And don't worry, Sumner has a new role at the company (but still answers to the nickname @verbatim.)

Chad Reynolds

Chad Reynolds is the Founder of Batterii, a collaboration platform designed to help teams create better experiences. Over the past 15 years, Chad has worked with brands like Adidas, GE Healthcare, Nike and Procter & Gamble to re-imagine their brand experiences for the next generation of consumers.