Simulating Post-Launch Message Impact with Modeliq

The Challenge

A global fast-moving consumer goods (FMCG) brand had just launched a new range of plant-based protein snacks across five major markets: the U.S., Germany, Brazil, India, and Japan. Backed by extensive pre-launch research, the client had high expectations. But three weeks into the launch, real-time sales data showed significant regional disparities.

Despite high awareness, conversion lagged in Brazil and India. In Germany and Japan, digital ad click-through rates were lower than forecasted. The brand’s marketing team suspected the core messaging needed refinement—but making changes based on intuition alone risked further disruption.

They needed to quickly simulate how alternative messages might resonate across diverse demographics and regions—without waiting for another round of live surveys or A/B testing.

The Solution: Message Impact Simulation via Modeliq

The brand turned to DataDiggers and our simulation and forecasting engine, Modeliq, to stress-test different post-launch messaging strategies.

Modeliq generated synthetic insights using advanced data logic, modeling how target audiences in each country would likely respond to alternative campaign messages. These personas were based on a mix of historical behavioral data, survey response patterns, and regional sentiment analytics.

Steps We Took:

1. Message Mapping:
   We broke down the client's marketing copy into core messages (e.g., health benefit, sustainability, taste appeal) and created variant combinations optimized for different personas.
2. Persona Alignment:
   Leveraging Modeliq’s simulation capabilities, we tested these message variants against over 150 unique digital personas per country, derived from a blend of real-world panel data and Syntheo-generated synthetic respondent archetypes.
3. Scenario Testing:
   Modeliq ran multiple simulations per region to project which messages would most effectively increase purchase intent, based on age, income, dietary preference, and media habits.
4. Outcome Forecasting:
   For each scenario, Modeliq delivered a projected uplift in brand recall, message clarity, and purchase intent—providing the marketing team with a clear, data-backed decision tree.

The Results

• Germany: Switching emphasis from "eco-friendly packaging" to "superior taste with no additives" showed a projected +12% uplift in purchase intent.
• India: A localized message incorporating traditional health references (e.g., "Ayurvedic principles") outperformed the global "plant-powered energy" message by 18%.
• Brazil: Highlighting protein content with "ideal for gym-goers" framing increased resonance among male urban consumers aged 25–34 by 22%.
• Global Optimization: By adopting the revised messages, the brand improved total engagement by 19% in under 4 weeks—without running a single additional live test.

Why It Worked

✅ Speed: Modeliq delivered simulations within 48 hours—avoiding weeks of costly and slow message testing.
✅ Precision: Results were tailored to regional nuances, supported by a hybrid of synthetic and real behavioral data.
✅ Scalability: Simulations spanned 5 countries and 750+ digital personas—ensuring insights were both granular and globally consistent.
✅ No Compromise on Data Integrity: All personas used for simulation were rooted in real-world patterns, cross-validated through DataDiggers’ ISO 20252-certified panels and synthetic insights engine, Syntheo.

What the Client Said

“We were facing decision paralysis. Modeliq cut through the noise with simulated feedback that was grounded, fast, and actionable. We course-corrected before wasting more budget—and the regional teams loved how aligned the recommendations were to cultural context.”
— VP, Global Brand Strategy

About DataDiggers and Modeliq

DataDiggers is a technology-driven market research agency that empowers organizations with fast, high-quality, and trustworthy insights. Through our global panel network, AI-powered DIY platform Brainactive, and synthetic solutions like Syntheo and Correlix, we enable smarter, faster decision-making.

Modeliq is our simulation and scenario testing engine designed for brands and agencies who need to predict the future impact of strategic decisions—before committing resources. By combining historical behavior, AI logic, and synthetic data, Modeliq supports smarter forecasting and precision planning across sectors.

Need to forecast your next campaign’s performance before it even runs?
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Want synthetic feedback from early-stage personas or hard-to-reach groups?
→ Discover Syntheo

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