Concepts Tested in Hours
The brand had a backlog of concepts and messages to test, but live focus groups cost weeks and budget the team could not justify for early ideas. We built synthetic personas grounded in their real customer data, ran focus groups and concept tests against them in hours, and validated that the synthetic behaved like the real before anyone relied on it.
At a glance
Client
Consumer brand
Sector
Consumer goods / Brand & insights
Engagement
Synthetic research & concept testing
Timeline
3 weeks
The challenge
Good ideas stuck in a research queue
Every concept, message, and pricing idea needed customer feedback, but fielding a live focus group took weeks and thousands of dollars, so early-stage ideas were shipped on gut feel or quietly dropped. The insights team had become a bottleneck, and sensitive or hard-to-reach audiences made some studies impractical to run at all.
Our process
What we did
- 01
Ground the personas
Trained synthetic personas on the brand’s real survey and CRM data, reproducing its core customer segments rather than a generic model.
- 02
Field synthetically
Ran focus groups, interviews, and concept tests against the synthetic panel in hours instead of weeks.
- 03
Validate the copy
Benchmarked synthetic responses against held-out real results to confirm the synthetic tracked real-world behavior before anyone relied on it.
- 04
Decide and confirm
Handed back ranked, validated direction and flagged the few decisions worth confirming with live fielding.
The results
4 hrs
from brief to tested concept, versus weeks to field live
92%
match between synthetic and validated real-world results
6
synthetic studies run in a single research cycle
4
core segments reproduced as grounded synthetic personas
0
respondents recruited, no fielding cost or wait
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