Qualitative research at a speed and scale traditional methods cannot match
A leading global digital strategy agency needed real-time cultural insights from tastemakers around the world — intelligence their clients' C-suites could act on. MOXii built their branded "Shadow Committee": a curated community of global tastemakers, engaged entirely via WhatsApp, delivering qualitative research at a speed and scale traditional methods cannot match.
Cultural intelligence has no value when it arrives too late
The agency's existing research methods could not keep pace with digital culture — insights were slow to gather, hard to synthesise, and rarely reached the boardroom in a form executives could use.
They needed a live capability: one that tapped the people shaping digital culture globally, collected rich qualitative responses — voice notes, video, images — and converted them into actionable reports fast enough to drive decisions.
A curated community of global tastemakers, on WhatsApp
MOXii launched the agency's branded Shadow Committee — a curated community of global tastemakers, accessible entirely via WhatsApp. Participants responded in the format natural to them: voice notes, videos, images, and text.
MOXii's automation layer handled the rest — routing responses, synthesising themes, and packaging insights into weekly reports ready for the boardroom. From the phone to the boardroom, nothing in between.
Boardroom-ready intelligence, delivered every week
Meet people where they already are
Most research asks people to leave their world and enter yours — filling in forms, joining panels, completing surveys. The Shadow Committee met tastemakers in the app they use every day, in the format they think in. The result was richer data, faster turnaround, and participants who wanted to take part.
The agency gained more than a research project. They gained a standing capability — a community asset that grows more valuable with every conversation.