Delivering Concept Testing Insights in Under 72 Hours Using Synthetic and Real Respondents

The Challenge

A global FMCG brand faced a tight deadline: test five new product concepts across three international markets in just 72 hours. The insights were critical for their innovation pipeline—and failure to deliver on time would delay product development and go-to-market planning. Traditional approaches couldn’t guarantee both speed and data integrity across multiple countries.

The Solution

To meet the aggressive timeline without compromising data quality, DataDiggers deployed an agile hybrid solution:

• Real respondents were quickly recruited and validated through rigorous quality checks, including geo-IP verification, engagement tracking, and duplication prevention.
• Synthetic personas, powered by Syntheo, were used to simulate early consumer reactions to each concept, offering directional insights even before full sample completion.
• Built-in data consistency checks ensured harmonization across markets and respondent types.

This dual-track methodology allowed parallel processing: while real data was being collected, synthetic respondents began shaping early signals and testing assumptions.

The Results

• Project delivered in 58 hours, well within the 72-hour window
• Three concepts validated with high confidence
• Early signals from synthetic respondents helped prioritize which concepts to focus on in real-data analysis
• Eliminated the need for a costly and time-consuming qualitative phase
• Client decision-making accelerated by 2 weeks

Why It Matters

This project demonstrates how synthetic insights can augment traditional survey research—especially in fast-paced innovation cycles. By blending human and machine intelligence, DataDiggers delivers the speed modern brands need, without compromising on rigor.

Client Feedback

"We were truly impressed with how quickly and confidently we could make decisions. The combination of real and synthetic insights gave us clarity we didn’t expect on such a short timeline."
— Senior Innovation Manager, FMCG Client