SBC is a behavioural-science and design-led communications agency and a registered member of the Global Association of Applied Behavioural Scientists. They specialise in public information campaigns, employee communications, change communications and learning design, helping clients such as Hubspot, GSK, LinkedIn, AstraZeneca and several UK Government departments.
How SBC used Beings
Beings became an “AI research partner”, helping SBC to:
- Analyse interviews and spot trends – supporting qualitative research to uncover key themes and confirm hypotheses without human bias.
- Segment insights by audience cohorts – easily identifying how different participant groups responded.
- Build evidence-backed client reports – extracting numbers (e.g. “X % of participants said …”) and direct quotes to validate research findings.
- Demonstrate AI-driven research sophistication internally – enabling SBC and its clients to showcase modern, forward-looking research practices.
The Project
For a recent engagement with a global pharmaceutical company, SBC was asked to understand why an internal digital brand-compliance tool wasn’t being adopted as expected. The research spanned multiple departments, countries and seniority levels, requiring deep stakeholder insight across geographies and hierarchies. The goal: uncover adoption barriers and user needs.
Why SBC Adopted Beings as its AI Co-Partner
SBC recognised early on that Beings could elevate both research quality and client experience.
“We loved using Beings. On this project, it not only made our lives easier – it added real value for the client. They were enthusiastic about the idea that adopting AI isn’t just forward-thinking, it’s already today’s standard. Sharing the project file directly from Beings gave the client’s team direct visibility into how we were using AI” explains Shelley Hoppe, Agency Director at SBC.
Three members of the SBC team used Beings on the same project, which provided shared access to research and insights in a central, secure space.
Transforming the Research Workflow
Before Beings, a research project of this scope would have involved a much more manual process involving recorded calls, long transcription waits, and heavy post-processing admin.
As Jessica Baxter, Account Director, explains:
“Before Beings, we’d record Teams calls, wait for transcripts, then manually sift through them. With Beings, we invited Aida to each call and let her handle transcription and AI-analysis automatically. From there, we could build the report, deliver insights and share the full project file with clients, all in one place.”
The shift accelerated the team’s workflow, cut out manual transcription time and streamlined reporting.
How Beings Enabled Evidence Gathering & Boosted Efficiency
Once interviews were captured, Beings delivered deep, precise analysis at speed.
“We had four key areas we needed to report on. With Beings, we asked Aida about each area. We could also segment the data for instance, separating responses from senior-level participants versus junior-level to see if there were different trend lines” shares Jessica Baxter.
Beings didn’t just transcribe. It helped highlight top themes, without human bias, by identifying what most people mentioned in their interviews. As Shelley notes:
“I asked Aida: ‘What are the top five trends across all interviews?’ It produced a list unshaped by me. It was reassuring to see what I expected – and great to see it confirmed objectively.”
Beyond theme detection, Beings allowed SBC to pull up exact quotes with timestamps, track how many participants mentioned a particular sentiment or issue (e.g. “X % said this”), and tie those data points directly back to recommendations delivered to the client. The combination of quantitative clarity and qualitative richness proved far more compelling research insight than advocating recommendations on gut feel alone.
The Impact of Using Beings
Adopting Beings means SBC can now offer more cost-efficient, faster user-research – without compromising depth or rigour. As Shelley explains:
“With Beings we’re offering something genuinely different – an AI research co-partner that adds value for clients, and saves resources for us as an agency.”
And as Jessica summarises: “Using AI now is about efficiency. Beings helps us save hours of manual work – pulling insights automatically and freeing up time for interpretation and strategy.”
For agencies or teams running qualitative research, Beings offers a smarter, faster, more transparent way to generate insights – with human oversight and robust evidence built-in.
To try Beings for yourself, sign-up for a free account here.