Shortening Time-to-Insight in Weekly Agile Sprints

Syntheo-powered micro-tests delivered in 24–48 hours

Overview

In the fast-paced world of product development, one leading global FMCG brand needed a way to validate weekly innovation decisions without slowing down their agile process. Traditional consumer testing timelines—spanning 7 to 10 days—were too long for a sprint-based workflow. DataDiggers stepped in with a game-changing solution: Syntheo-powered synthetic micro-tests, delivering credible directional insights in less than 48 hours.

The Challenge

The brand’s innovation team followed Scrum-based weekly sprints, with each cycle requiring rapid consumer input on new product concepts, packaging ideas, and positioning claims. With multiple cross-functional stakeholders involved, the pressure to validate and pivot swiftly was intense.

Key obstacles included:

• Long turnaround times for traditional research (7–10 days)
• Resource constraints for weekly fielding and data analysis
• Difficulty reaching niche target segments on short notice
• Rising costs of frequent consumer studies

The DataDiggers Solution

Syntheo: Synthetic Insights Built for Speed

To align with the client's agile cadence, DataDiggers deployed Syntheo, our AI-powered synthetic persona engine, to simulate weekly consumer reactions in a fraction of the time. Using digitally modeled segments based on real-world behavioral and demographic data, Syntheo enabled the brand to test fast, iterate confidently, and stay sprint-aligned.

Each week, the innovation team submitted a short concept stimulus—ranging from ad copy to pack visuals—which Syntheo evaluated via targeted synthetic micro-tests.

Key Features Used:

• Realistic digital personas built from verified respondent data
• Weekly micro-tests (5–7 questions, 10–15 min simulation run-time)
• Output available in <48 hours with fully formatted reports
• Audience tuning based on geography, age, product usage, attitudes

Seamless Workflow via Brainactive

The entire research flow was managed via Brainactive, our AI-enhanced DIY platform. From uploading stimuli to receiving presentation-ready reports, the process was streamlined, secure, and tailored to the agile rhythm.

“Syntheo became our weekly co-pilot. We could test, learn, and pivot—all before the next stand-up. It’s changed the way we run innovation.”
— Global Innovation Lead, FMCG Client

Why It Worked

• Speed & Flexibility: Micro-tests were designed to deliver just the right amount of directional insight—fast.
• Credible Simulation: Powered by real-world data and updated behavioral models, Syntheo provided high-fidelity outputs.
• Cost Efficiency: Synthetic micro-tests eliminated fieldwork costs, enabling weekly research at scale.
• Global Relevance: The brand could simulate reactions across key markets without the logistical delays of recruiting international panels.

The DataDiggers Advantage

DataDiggers combines proprietary panel data, cutting-edge synthetic methodologies, and enterprise-grade tools to support agile decision-making at scale.

• MyVoice Proprietary Panels: 2M+ profiled respondents across 30+ global panels
• Syntheo: For fast, early-stage synthetic insights
• Modeliq: For simulation and scenario modeling
• Correlix: For synthetic data generation, bias correction, and augmentation
• Brainactive: AI-driven DIY research platform for full workflow control

Our ISO 20252:2019 certification and GDPR-compliant infrastructure ensure your insights are not only fast—but also reliable, ethical, and secure.

Want to test weekly at the speed of agile?

Let’s talk. Whether you need synthetic micro-tests, advanced modeling, or real consumer validation, DataDiggers helps your insights team move faster—without compromise.

Contact us today to see how Syntheo can accelerate your product sprints.