How Webedia leverages Airpanel for faster insights

How do leading brands leverage Airpanel? We sat down with Marion Bories, Marketing Insights Director at Webedia —Europe’s digital entertainment leader (Allociné, Jeuxvideo.com, 750g, Elephant, and more). In a "content factory" of this scale, the sheer volume and pace of production require constant decision-making. Marion discovered Airpanel a year ago and shares her experience with us.

How do you use Airpanel at Webedia?

"It’s a complementary insights tool that fits perfectly alongside our existing stack. It addresses a specific need for which we previously lacked a concrete solution: validating our intuitions, both quickly and accurately.

Nothing will ever replace traditional fieldwork with real people—capturing their instantaneous emotions, cultural nuances, and current references—or the focus groups we conduct. However, Airpanel has introduced tangible data where 'gut feeling' too often prevailed due to a lack of time or budget.

The tool has already found its place in our creative processes. It supports our creative teams as they develop editorial and advertising projects, helping them decide on a daily basis which ideas to prioritize or how to pivot. We all have our own personalities, critical thinking styles, and biases; Airpanel helps us account for them.

Beyond that, we’ve identified potential use cases across numerous other teams—editorial, product, UX, social, production, clipping—who also need better ways to rationalize their daily decision-making."

What are the key benefits of Airpanel for Webedia?

"For us, it’s a perfect example of the intelligent application of AI. With Airpanel, AI doesn't replace human creativity—our teams handle that exceptionally well—but serves as a daily facilitator. It performs tasks that simply wouldn’t get done otherwise, or at least not with such agility.

On a more pragmatic level, Airpanel is incredibly user-friendly, ultra-fast, and offers endless opportunities for application."

What would you say to a brand looking to try Airpanel?

"I’d say: just test it! Once you get past the inevitable 'wow effect' of seeing AI deep-dive into your specific questions, you discover the results. They offer a mix of expected insights—that crucial validation of intuition—and, every single time, conclusions we hadn't even thought of.

I would also add that, like any fieldwork, the results should be analyzed in light of your specific challenges, other data sources, and your own convictions.

Finally, as an insights professional accustomed to more 'traditional' methodologies, I’d recommend keeping the tool in the hands of insights teams initially. Expert knowledge in defining target audiences, group sizing, and crafting the right questions is essential to getting the most out of Airpanel, at least during the early stages."

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