Rapid Turnaround for Crisis Insights During Market Shocks

Combining Brainactive's real-time capabilities with synthetic sentiment modeling to power urgent business decisions during volatile times

The Challenge: Reacting to a Sudden Market Shock

In early 2024, a multinational fast-moving consumer goods (FMCG) brand faced a regional crisis in one of its key Eastern European markets. A sharp currency devaluation and political instability triggered widespread uncertainty among consumers — and the client needed to quickly understand how purchasing intent, brand trust, and price sensitivity were shifting.

Traditional research agencies couldn’t move fast enough. The client required real-time, reliable consumer sentiment insights within 24 hours to inform pricing decisions and protect brand equity.

The Solution: Brainactive + Synthetic Modeling for Speed and Depth

DataDiggers responded immediately by deploying a hybrid methodology, combining real-time respondent data from Brainactive with synthetic sentiment modeling via Syntheo and Correlix.

Step 1: Instant Activation with Brainactive

The client’s research team used Brainactive, DataDiggers’ AI-powered DIY research platform, to:

• Launch a localized survey in under 2 hours using Brainy, the built-in research assistant.
• Instantly translate and adapt the questionnaire into the target local language.
• Tap into MyVoice, DataDiggers’ proprietary panel network, to access verified, deeply profiled respondents in the affected region.

Data started streaming in minutes after launch, and initial findings were available within the first hour.

Step 2: Enhanced Insight Through Synthetic Sentiment Modeling

To supplement live data and compensate for hard-to-reach or delayed segments, DataDiggers used:

• Syntheo to simulate digital personas of lower-income, rural, and elderly consumers — groups typically underrepresented in fast-turnaround studies.
• Correlix to model plausible sentiment trajectories and validate behavioral assumptions, using historical data patterns and bias-corrected synthetic data inputs.

This dual approach allowed the client to see not just what consumers were saying, but also how similar segments might behave in adjacent markets or under extended uncertainty.

The Outcome: Actionable Crisis Insights in Less Than 24 Hours

Thanks to the Brainactive + Syntheo + Correlix integration, the client received:

• A presentation-ready report with real-time data visualizations and word clouds by morning.
• Segmented sentiment analysis by region, income level, and price sensitivity.
• Predictive simulations of how trust and purchase intent might evolve over the coming week.

Armed with these insights, the brand:

• Adjusted promotional messaging in key cities to emphasize trust and reliability.
• Froze planned price hikes in vulnerable rural areas.
• Prepared proactive media responses, anticipating consumer backlash before it materialized.

“We were blown away by the speed, clarity, and precision of DataDiggers’ response. We went from confusion to confidence in a matter of hours.”
— Regional Insights Lead, FMCG Client

Why It Worked: Technology Meets Integrity

This case demonstrated the full strength of DataDiggers’ ecosystem:

• Brainactive’s AI tools and live dashboards reduced time-to-insight from weeks to hours.
• Proprietary panels and rigorous data quality protocols ensured the validity of every response.
• Synthetic modeling via Syntheo and Correlix filled critical gaps and added foresight.

Every insight was GDPR-compliant, transparently modeled, and rooted in verified behaviors — a must for high-stakes decision-making.

About DataDiggers

Founded in 2015, DataDiggers is a technology-driven market research agency that combines global proprietary panels, AI-powered DIY tools, and advanced synthetic data solutions to deliver fast, actionable insights with integrity. From real respondents to simulated scenarios, we help agencies and brands make smarter decisions — especially when time is not on their side.

Explore our tools:

• Brainactive: DIY research platform with real-time insights
• Syntheo: Synthetic personas for deeper qualitative insight
• Correlix: ML-powered bias correction and scenario modeling
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