Research That Responds: A Behavioral Simulation Platform for Global Markets
Challenge
A global consumer goods brand had done the research — 1,770 posts from 170 participants across 10 international markets exploring morning health and wellness behavior. And then it sat in documents. Product teams couldn't run "what-if" scenarios, simulate how a persona would respond to a disruption, or use the insights for anything other than the original report. A product manager wanting to test 10 ideas would have to re-read hundreds of transcript pages. Most just guessed.
Solution
Built DigiTwin, a behavioral simulation platform that transforms static research into an interactive decision-support tool. The system encodes research data into a three-stage pipeline: Context Analysis (a classifier detecting nine behavioral signals from user queries — physical context, emotional context, and external influencers); Memory Retrieval (semantic search across a 598-record Q&A corpus extracted from research across 38 personas in 8 markets, using 80% similarity and 20% keyword weighting); and Persona-Grounded Generation (conditional templating activating context-specific behavioral frames, generating in-character responses grounded in real data). The MVP focused on one persona — the Overextended Caregiver archetype — with five scenario toggle variables and drop-off modeling using condition-combination rules to simulate habit disruption probability.
Results
Transformed static research across 10 international markets into an interactive simulation platform grounded in 598 validated Q&A pairs. Encoded behavioral adoption baselines across six wellness components with market-level variation analysis. Enabled product teams to run scenario simulations in minutes rather than re-reading hundreds of transcript pages — a product manager can now test 10 "what-if" scenarios in an afternoon versus weeks of manual research synthesis. Documented a clear enterprise translation path from POC stack to Azure production equivalents. Positioned the research investment as a living, compounding asset rather than a one-time deliverable.