The Challenge
A Global Financial Services Company, in partnership with McCann Worldgroup, needed to evaluate early creative concepts for a high-stakes brand campaign. The goal: understand which messages, formats, and visuals resonate across global decision-makers in the investment world — including fund managers, analysts, consultants, and client advisors.
The team had already planned 33 in-depth interviews with real investors across key markets. But they wanted to know:
Could Panoplai's Digital Twins deliver comparable insights faster and more efficiently — without sacrificing strategic depth?
Our Approach
The Panoplai team replicated the human interview protocol using Digital Twins built on a robust foundational dataset — including prior qualitative interviews, global investor reports, and behavioral signals from financial professionals.
- Digital Twins were exposed to the same creative concepts, storyboards, and taglines as the real interview participants.
- A conversation-style moderator guide was run through the platform, eliciting detailed qualitative responses on key dimensions: resonance, message clarity, emotional impact, and cultural fit.
- To mirror the real-world interviews as closely as possible, the Digital Twin outputs were weighted by geography and investor type — aligning to the same quotas used in the human study. This schema ensured fair and accurate comparison, while also accounting for audience diversity across institutional investors, gatekeepers, consultants, and financial advisors.
- The full digital twin interview was synthesized in under 24 hours — enabling a side-by-side comparison with the human interview findings at a fraction of the cost and time.
Impact
Despite relying on only one Digital Twin interview, the richness and relevance of the output closely mirrored themes uncovered across 33 real interviews.
Digital Twins required 3% of the time to field and analyze and just 25% of the researcher resources, yet still produced nuanced, investor-specific reactions that aligned with the live interview findings.
The team gained fast, confident creative direction without the operational burden of running a full qualitative study.
Why It Matters
- Faster Go-to-Market Decisions: The team saved weeks of interviewing time, accelerating internal discussions and refinements.
- Cost-Effective Testing: Digital Twins delivered directional validation at a fraction of the cost.
- Confident Concept Selection: Human and twin feedback aligned on core campaign elements — giving the client confidence in their final creative direction.
- A Repeatable Model: The success of this test has led to broader rollout plans for Digital Twins as a standard tool in early-stage creative evaluation.
About Panoplai
Panoplai is an AI-powered end-to-end research platform built for teams that need speed without sacrificing depth. We help content strategists, marketers, and product leaders uncover AI consumer insights, run advanced survey-based audience targeting, and build dynamic digital twin personas. From lead generation to content ops to product-market fit, Panoplai turns static data into fast, scalable intelligence. Want to see for yourself? Let's talk.
