---
id: "entity-microsoft-d5"
type: "entity"
entityType: "organization"
canonicalName: "Microsoft"
aliases: ["Microsoft Corporation"]
source_timestamps: ["§ When You Need the “Why” Behind the Numbers"]
tags: ["enterprise", "case-study"]
related: ["concept-frontier-listening", "entity-listen-labs", "quote-rob-graves-workflow", "entity-rob-graves"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-new-30-ai-scale-customer-research"
sourceUrl: "https://hbr.org/2026/04/how-ai-helps-scale-qualitative-customer-research"
sourceTitle: "How AI Helps Scale Qualitative Customer Research"
---
# Microsoft

**Microsoft** used [[entity-listen-labs]] to pilot **Frontier Listening**, conducting **250+ interviews across three audiences** to understand the *why* behind shifting consumer perceptions of its AI products, turning feedback into actionable insight in days.

## Contributions in this source

- Flagship enterprise case for [[concept-frontier-listening]] and the first use case of [[framework-ai-moderation-use-cases]].
- Its researcher [[entity-rob-graves]] supplies [[quote-rob-graves-workflow]].

## Canonical reference

microsoft.com. Heavy AI investor; "Frontier Listening" itself is not widely documented publicly, but Microsoft's continuous-listening and brand-tracking initiatives are consistent with the described use.