How HP is Driving Customer-Centric Product Innovation with AI Agents and Discuss

“Agile tools like Discuss fill a critical gap in our product development process. The speed and depth of insights help us iterate quickly and fill knowledge gaps early in the discovery phase, ensuring we build solutions that resonate with our customers.”

– Sapna Mistry, Director of Insights for HP’s Commercial Computing Division

From the Quirk’s Los Angeles event presentation, How HP Brings Product Teams Closer to Customers and the Impact of GenAI Agents

Watch the full session here.

About HP

Trusted technology that plays an essential role in everyday life 

HP, a global leader in technology, operates in over 170 countries across multiple business groups, including Computing, Gaming, Printing, and IT Services. With innovation as its north star, HP has evolved its innovation strategy to become more customer-centric, moving from a technology-first approach to one that starts with customer needs in mind. This leading approach ensures that customer feedback is integrated early and often in the product development process. 

Challenge

To successfully integrate customer feedback into their agile product development cycle, HP needed a solution that addressed the following challenges:

• Low-fidelity insights lack depth of customer understanding. 
  HP’s process of initial sensing and sporadic customer engagement, while effective, didn’t provide the higher fidelity insights and deeper understanding they needed to better drive discovery and iteration to inform product decisions.

• Traditional methods are too slow and delay feedback.
  Previously with traditional methods, customer feedback would often arrive too late to influence the product pipeline, so HP needed an agile solution that would enable quick-turn in-depth insights.

• Non-researchers need an easy way to connect directly with target audiences. 
  HP’s teams needed a solution that made it simple, fast, and easy to talk to their global customers directly and get actionable insights, even without being research experts.

HP needed a solution that was agile, globally scalable, and that empowered even non-researchers to accelerate the insights-to-innovation process.

Solution

HP partnered with Discuss to unlock agile, high fidelity insights at scale– leveraging Discuss’ next gen tech including its AI Agents, global insights platform, and unlimited research model to address their key challenges. 

Unlimited research model that incentivizes more consumer connections. 

Discuss’ unique approach gives HP unlimited access to qualitative research — allowing teams to engage regularly with their target audiences while maintaining cost efficiency. This unlimited model also offers HP the essential services and support they need for all of their research projects including live tech support on every session, recruiting respondents, project management, and more.

‘Always-on’ insights with the power of AI Agents.

Interview Agent enables HP’s teams to dramatically accelerate their time to insights, scaling customer centricity like never before. Rather than spending hours manually sifting through hours of recordings and data, Insights Agents does the heavy lifting—summarizing research and highlighting project-level themes and quotes for live and unmoderated research, in mere minutes.

One purpose-built, global market insights platform

Discuss offers a globally accessible hub that consolidates all of HP qualitative research efforts under one roof – from live interviews, self-paced research activities, and past research (which can be uploaded to the platform), to AI-powered analysis and video editing tools. This centralized and searchable research repository makes it easier for HP’ global teams to access insights, on-demand, easily embedding consumer voices into their decisions.

Results

“It can be a struggle, even for us experienced researchers, to get an accurate assessment across many interviews and hours of conversations. Discuss’ AI tools help us quickly and accurately assess what we learned to summarize hours of interviews and uncover the nuances that lead to true insights.”

– Sapna Mistry, Director of Insights for HP’s Commercial Computing Division

With a tech-forward approach that empowers not only instant, but more regular access to their target audiences, HP is innovating faster and keeping their customers at the center of their strategic decisions. 

• HP’s teams are directly engaged in customer conversations like never before.
  Discuss is empowering immersive research for HP’s teams—both researchers and non-researchers—resulting in a significant increase in the level of engagement HP’s product teams have with their customers. Product teams are now hearing directly from customers, strengthening their understanding of real-world needs and enhancing the company’s overall customer-centric innovation strategy.
  

• Actionable, agile intelligence in minutes with AI Agents.
  HP is surfacing key insights in minutes with AI Agents, even insights from around the globe. And with the ability to quickly identify key takeaways and easily share insights, quotes and clips in real time, these findings are directly impacting not only their product pipeline but also fostering empathy-driven decisions at the strategic level.
  

• Reducing the time to insights in as little as 7 days, even within a niche audience.
  HP has significantly accelerated the time to gather insights from niche audiences, sometimes in as little as seven days. This speed and agility enables product teams to quickly identify pain points and iterate and refine their products with real-time consumer input.
  

HP’s adoption of Discuss has transformed how their teams gather, analyze, and act on customer insights. By immersing product teams directly in customer conversations and leveraging AI Agents, HP is driving a deeper level of customer centricity—ensuring that their innovation is truly rooted in the needs of the people they serve.