LISTEN CASE STUDY
How Simple Modern uses Listen Labs to give back to customers
Deeper than the numbers
Impact TLDR:
4x bigger sample sizes with a broader reach
Feedback in less than 3 hours
Moved from basic market information to the “why” behind the numbers
Simple Modern is an Oklahoma-based drinkware company selling stylish tumblers at an affordable price online and in retail stores like Target.
“We exist to give generously,” said Chris Hoyle, Chief Marketing Officer. “We don’t just want to make a profit, we want to make a difference. That starts with understanding what customers actually need.”
Chris Hoyle
That’s why Simple Modern has partnered with Listen Labs to conduct high-speed, in-depth customer research with people across the country. Doing so has allowed them to launch smarter, serve customers better, and ultimately give more generously.
The problem: research bandwidth and geographic blind spots
Staying customer-centric requires a lot of conversations and research. Until recently, Hoyle was facilitating most of that himself. Using traditional focus groups, he and his team were able to gain useful depth, but the scope was limited. These focus groups yielded opinions from only about 30 people, all based in Oklahoma. After weeks of booking and scheduling, getting that to happen was stretching Hoyle and his team thin.
“We needed a straightforward way to talk with existing customers, potential customers, and new audiences,” said Hoyle. “When I heard the Listen Labs pitch, I thought: that’s exactly what we’re looking for.”
Use-case 1: validating product features
In the world of drinkware, standing out is crucial. Simple Modern used Listen to test out a new product they were planning to bring to market to ensure they did just that.
Hoyle described the ease and speed of the process compared to former focus groups, saying that it took him about an hour to write the questions and about an hour to work with Camille Le, Lead Insights Strategist from Listen Labs, to get the study going. In 2.5 hours, they had feedback from 120 people across the country.
Those 120 interviews revealed how their product stood apart from brands like Owala or Stanley, affirming their decision to invest in bringing it to their customers. “We went from ‘Should we even have this product?’ to ‘How should we launch it?’”
Use-case 2: persona expansion
Those nationwide insights, surfaced through Listen, helped Simple Modern understand more of their audience.
“It’s hard for us in Oklahoma to talk to an urban young person who uses public transit about their drinkware needs,” said Hoyle. They didn’t want to limit their product offerings to what the more car-centric, suburban residents around them would find appealing. But that would require being able to run national focus groups, which can add extra costs and time.
Listen’s AI interviewer gives Simple Modern access to customers they wouldn’t easily reach through traditional methods – especially outside their local market. People can respond on their own time, in the comfort of their own homes, which makes it easier to be open and honest. Hoyle was especially impressed by the platform’s ability to ask thoughtful follow-up questions and spark a natural back-and-forth conversation, like what you'd expect from a human interviewer. “It’s really impressive,” he said.
Use-case 3: market deep dive
Beyond reaching more people, Listen has empowered Simple Modern to better understand what giving generously to certain segments of people means. One example: specialty coffee drinkers.
Simple Modern already sold insulated mugs, but leadership was debating whether to target specialty-coffee enthusiasts.
Previously, the team relied on quantitative market sizing but very little qualitative psychographic research. What they lacked insight into was motive. “Numbers tell you what coffee snobs buy,” explained Hoyle. “Listen Labs tells you why.”
Why did these enthusiasts purchase particular kinds of drinkware? How did their coffee routines influence their purchases? How could Simple Modern better serve their unique tastes?
“You can come to a lot of wrong conclusions if you don’t understand the why,” said Hoyle. Listen helped Simple Modern find that answer and understand how to make the best impression on potential new customers.
Listen Labs’s impact on Simple Modern’s customer insights
“Each project has been a success,” said Hoyle. “It’s like a series of 1% gains every day. From pricing to product messaging, everything is now better informed because of Listen Labs.”
Simple Modern has experienced three standout benefits:
Samples 4x bigger with more diverse personas
Insights that used to take weeks are delivered in a few hours
Deeper context behind the numbers for new markets
Partnering with Listen has been more than just learning how to use a new tool. Hoyle values the hands-on guidance from Listen’s team that helps him get the most out of every study. “I’m not just a number to them,” he said. Listen Labs is all about that feeling of being seen and heard, not just for the companies using their AI platform but for every customer who takes the time to speak about their experiences. In amplifying those voices, Simple Modern can now iterate faster, launch smarter, and give more generously.
One conversation at a time.