Overview
Edgewell's Consumer Insights team transformed their workflow by using Aether to handle rapid-fire insights requests from internal stakeholders. Aether turns large volumes of disjointed data and reports into clear, presentation-ready storylines in minutes.
By leveraging Aether’s AI to quickly synthesise information from their extensive library, the team freed up valuable time to concentrate on deeper, more strategic insights work.
About
Edgewell Personal Care is a global leader in the consumer goods space, offering a diverse portfolio of market-leading brands in shave, grooming, sun care, skin care, and personal care. With over 25 brands operating in more than 50 countries, the company is built on a foundation of innovation and a deep understanding of consumer needs.
Central to maintaining this competitive edge is the Consumer Insights team, responsible for distilling vast amounts of data into actionable strategies that drive the business forward.
The Challenge
The Consumer Insights team at Edgewell Personal Care is a vital hub of knowledge, constantly fielding requests from various departments.
Cross-functional colleagues frequently approached the team with briefs like, "What do we know about X?" While essential, these ad-hoc requests created a significant bottleneck.
Answering each query required the team to manually sift through an extensive library of past research, reports and data.
This process was not only time-consuming but also diverted skilled analysts from their primary mission: conducting the complex, in-depth research needed to uncover new market opportunities and drive long-term strategy. The team needed a way to efficiently service these immediate requests, without sacrificing the deep-dive analytics that fuel innovation.
The Solution
Edgewell partnered with Aether to ignite a new way of working. Instead of manually digging through archives, the Consumer Insights team turned to Aether to generate rapid, accurate responses. By uploading their vast library of reports and data they transformed a static repository into a dynamic, live source of knowledge.
Now, when a brief arrives, the team uses Aether to instantly query their entire knowledge base. The platform’s powerful AI synthesises information from multiple sources and surfaces the most relevant insights in moments. This allows the team to generate neatly formatted, comprehensive documents that directly answer their colleagues' questions, freeing them to focus their energy on higher-impact work.
The Results
The impact of implementing Aether was immediate and transformative. The time spent on data synthesis and summarisation dropped by 80%, enabling the team to reclaim hours for more strategic initiatives.
Dave Took, Head of Consumer Insights, captured the value perfectly:
This newfound efficiency has not only accelerated the delivery of information across the organisation but has also empowered the insights team to operate at a higher strategic level.
They can now dedicate their expertise to uncovering the next wave of consumer trends, secure in the knowledge that routine data requests are handled with speed and precision by Aether.