One natural snack bar brand came to us with a question every CPG marketer has: what would make someone who buys our competitor's product switch to us?
Normally, answering that means recruiting and screening for a very specific audience ("people who regularly buy Brand X bars"), which takes weeks and costs a fortune. So most brands just... don't do it.
This team took a different approach. They built synthetic personas matching the customer profiles of three different competitors and tested switch messaging against each one. Same core question, three different audiences, all in the same week.
What they found: the messaging that resonated with one competitor's customers completely flopped with another's. The reasons people buy Competitor A are not the reasons people buy Competitor B. Obvious in retrospect, but impossible to know without actually running the tests.
They also controlled for taste bias (you can't "taste" a synthetic snack bar) so the results focused purely on positioning and messaging.
The old way: pick one competitor, run one expensive study, hope you chose right.
The new way: test all three, compare results, build messaging that actually matches each audience.
Viewpoints AI Is Now Open to Everyone
No waitlist. No demo required. Create an account and start testing today.
We've been quietly powering insights for brands across beauty, food, finance, and insurance. What do they have in common? They're testing hypotheses that used to be impossible to validate quickly. One CMO told us she's running five simulations a day now.
That kind of speed changes how decisions get made.
To celebrate the launch, we're hosting office hours for the next two weeks. DM me and I'll personally help you design your first study.
What people are saying…
I'm looking at Viewpoints as a tool in my toolbox. I make my panel buyers and they bring up things I would never have even thought of. Every time we've been able to validate the findings, they've been accurate.
