What We Learned at IIEX 2025: Voice, Clarity, and Global Scale

Written by Kari Bushey

At IIEX North America 2025, Intuify took the stage with Cotton USA to share something we’re deeply proud of: how voice technology is making global research more human—and more actionable. On the final day of the conference, we presented on the Yellow Stage with a session titled:

“Cotton: Stories to Hear, Insights So Clear”

Together with Dr. Bryan Wiggins of the Cotton Council, Intuify’s founder Dr. Kevin Karty walked through how we brought quantitative data to life using real consumer voice. The goal? To tell a story that sparks action across global stakeholders.

Here’s what we shared:

1. Audio Open Ends with Cognitive Framing

   Instead of just text boxes or rating scales, Cotton USA used voice-based open ends, allowing consumers to speak naturally in their native languages. We then applied our Cognitive Framing model to understand how consumers think—not just what they say.

2. Dynamic Probes That Go Deeper

   Our platform used AI-driven probing to ask smarter follow-ups in real time—tailored to each respondent’s answer. The result? Richer, more personal stories that get to the why behind perceptions of cotton across cultures.

3. Quant + Qual at Scale for Clear Recommendations

   This wasn’t just exploratory research. By combining qualitative depth with quantitative structure, we gave Cotton USA fast, scalable insights they could trust—enabling confident decisions and consistent messaging across global markets.

Broader IIEX 2025 Themes That Resonated

While our talk focused on cotton, our approach aligned perfectly with the broader conversations happening at IIEX:

• Generative AI is here—and it’s changing workflows, not just tools

• Speed is a must, but not at the cost of depth

• Voice is breaking through the clutter of rigid survey formats

• Human-centered design in research is more than a trend—it’s a requirement

Final Thought: Voice Is the Future of Empathy at Scale

We left IIEX with a renewed belief in our mission: helping brands hear consumers—not just collect data from them. Voice opens the door to nuance, emotion, and context that text simply can’t replicate. And when combined with the right structure and scale? That’s when insights become unstoppable.

Curious how voice at scale could work for your brand? We’d love to show you.

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