Industry
Healthcare
Challenge
An OTC vitamin and supplement company needed fresh insight into its brands and audiences across highly competitive categories. Traditional research had become too slow and expensive, and had been tabled for several years.
Results
Within 45 days, the first brand to roll out updated messaging saw a 4–5x increase in Add-to-Cart on Amazon and the largest incremental jump in ROAS the team had ever seen.
Key Product
Panoplai Digital Twins
About the company
A multi-brand OTC vitamin and supplement company competing in several highly competitive categories. With its agency, the team uses Panoplai Digital Twins as an ongoing research utility to test, iterate and evaluate its messaging.The Challenge
An OTC vitamin and supplement company needed a new way to gain critical understanding of its brands and audiences in several highly-competitive categories. Its biggest insight gaps were how its brands could meet consumers’ emotional needs beyond core product claims and unlock new growth paths in the process.
Traditional marketing research techniques had become prohibitively slow, expensive and inflexible. Although the team knew it needed fresh insights, research had been tabled for several years.
Across 3 brands, the core questions were the same:
- Who are our highest-value consumers, on a human and emotional level?
- What are their most pressing needs that we can effectively solve for?
- What messaging will best motivate them to purchase our brands?
The Solution
The company chose Panoplai for its deep marketing research expertise, supported by the latest AI technology. The team shares Panoplai’s belief in conducting foundational research with real humans first. From there, every Digital Twin and the synthetic data pool is built from actual survey respondents: a simulation of your consumer or prospect, calibrated on what your audience said, how they think, and what they care about.
What makes this possible is how Panoplai connects every stage of the research loop: real human surveys, Digital Twin creation, AI-powered analysis, and synthetic data enrichment — all in one platform, all feeding each other.
Once a survey closes, the research doesn't have to. The company used Digital Twins to run the equivalent of focus groups — isolating specific audience segments like competitor brand loyalists or first-time intenders and having separate, open-ended conversations with each.
The company and its agency were able to immediately test new messaging concepts, alongside existing high-performing messaging, and quickly evolve in-market messaging. New hypotheses after initial in-market results? Dive in with Digital Twins and keep learning. No recontact fees, no new study, no timeline delay.
Paired with Panoplai's real panel research, the team could validate findings quantitatively and then keep interrogating the audience qualitatively — a continuous loop that traditional research simply can't support.
"Rather than a one-time study resource, Panoplai has become our ongoing research utility — with the team continuing to test, iterate, publish and evaluate our messaging.”
“We get quick insights back, and if something really pops, we can just keep going deeper with that specific group.
The Results
By the end of the three brand engagements, the company had what it needed: a clear view of its most valuable consumers, the emotional needs it could uniquely solve for, and the messaging to move them to act.
The team began evolving its messaging immediately — wrapping more emotionally resonant storytelling around top-performing rational claims.
Early messaging tests versus top in-market ads showed promise, and within 45 days, the first brand to roll out updated messaging experienced:
- A 4X-5X increase in ATCs (adds to cart) on Amazon
- The largest-ever incremental jump in ROAS
