Tugce Bulut is the founder and CEO of Streetbees which connects with real people in real-time through conversational AI, capturing the reality of everyday life. While working as a strategic advisor, Tugce Bulut was continually exposed to the limitations of the traditional consumer intelligence space, which was struggling to uncover growth opportunities as they continue to use outdated survey methods that relied on unrealistic claims of professional survey takers. In 2015, Tugce founded Streetbees to build a marketplace for the world’s largest companies and organisations to truly build an intimate relationship with their consumers.
In a short time, Streetbees has become an indispensable tool for the world’s largest companies, such as Pepsico, Unilever, Nestle and a number of governmental organisations and hedge funds. Streetbees now has over five million users globally and c.200 employees in London and Lisbon offices, as well as a global remote team.
With the recent advances in conversational AI, it's now easier than ever to understand how consumers behave differently across cultures. But one thing that should never be forgotten about each country is its unique set of happiness and satisfaction scores which will affect what statistics are used when considering product/service quality.
“You realize the variances in behavioural courage and how people perceive things differently, how that influences their demand for consumer products as well. So it definitely allowed us to think about how do we capture that level of granularity and differentiation in consumer demands in international trade.”
“One thing you also need to correct for statistically is people's expression of levels of happiness, etc is also very different. We always talk about French unhappiness. If you're looking at comparing globally about a given product, the average French score categorically will be lower than your average Indian score, Indonesian score, Turkish score, etc.”
“You need to be market specific by market meaning countries but even sometimes within the countries there might be subgroups and you need to really understand who's buying this, who's your audience, and make sure your messaging on the brand, on the packaging, even the materials you use on the packaging, etc resonates with that particular audience group. It is all about precision now.”
“It's really the people that you brought together who keeps that innovative culture. I think a couple of things you're going to hire the right type of people to begin with, and there's nothing wrong with being either type. They have different jobs. Now as a scaler where we are with the company, the innovative group is a smaller percentage of the business because we also need people who can maintain systems, build processes which is a different type of personality. For innovative part, it's important to engage them in the interview process.”
“Everyone is different, and everyone's cultural code is very different. And the reason why we become very successful in integrating different teams is that because we train our teams not to make assumptions and not to expect certain behavioural courage.”
ABOUT THE HOST
Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager.
ABOUT THE GUEST
Tugce Bulut is the founder and CEO of Streetbees which connects with real people in real-time through conversational AI, capturing the reality of everyday life.
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