Kate's Real Food
Kate's Real Food is an organic snack company known for its focus on simple ingredients and thoughtful product positioning. As the brand worked on new website content, packaging materials, and messaging, the team needed a way to get directional feedback at scale.
They turned to Viewpoints to gather answers to concrete questions without committing to a long research cycle or relying on guesswork.
Starting with a narrow use case
The team approached Viewpoints with a deliberately tactical mindset, looking for quick input to support everyday decisions without over-investing in research where speed and confidence mattered more than perfection.
“We initially came in thinking about pretty tactical decisions—things like packaging designs or subject lines—just quick checks to help us decide what to ship.”
Brittany Thaler, Chief Marketing OfficerOne of the first places they applied this approach was cold B2B email outreach.
At the time, cold email open rates were hovering around 2%, a familiar baseline for B2B outreach. Using Viewpoints, Brittany ran a focused study comparing multiple cold-email offers, including common approaches like discounts and free shipping. Respondents ranked the offers and provided open-ended responses alongside those performance signals. Within minutes, Brittany could see which offers performed best across a large sample of buyers.
Rather than relying on a single A/B test or subjective opinions, the study combined quantitative ranking with qualitative reasoning—allowing the team to see not just which options performed best, but why.
Learning what not to offer
Instead of just identifying a winner, the study helped clarify why that option was most effective. The qualitative feedback revealed a clear underlying preference: prospects were hesitant to commit to a discounted first order before trying the product at all. Instead, they consistently asked for an easy, low-risk way to sample the product.
Based on that insight, the team designed a new offer centered on ease of trial, informed directly by the language and reasoning surfaced in the study. They then brought that revised offer back into Viewpoints for a follow-up test.
Within a week of launching the revised offer, the campaign's performance shifted dramatically, marking a clear break from prior results.
“We got our open rate up in a week from about 2% to over 60%. It was insane.”
Brittany Thaler, Chief Marketing OfficerExpanding beyond email
The email result gave Brittany confidence not just in a single message, but in a workflow that allowed her to make informed decisions upfront rather than shipping, waiting for results, and reacting accordingly. With Viewpoints, pivots no longer depended on live performance cycles; they only took as long as it took to develop and execute the study.
Brittany also began using Viewpoints to engage targeted panels as domain experts she could return to over the course of her work. She continued to use studies to understand which options performed best, but placed equal emphasis on who she was talking to—wholesale partners, platform-specific shoppers, and legal specialists—and what they would recommend before decisions were finalized.
The platform allowed Brittany to test materials with larger samples and identify patterns at the aggregate level. She then followed up with individual synthetic personas directly through 1-on-1 chat to unpack their responses and get at the why behind their answers. These conversations often surfaced reasoning, language, and considerations that informed subsequent iterations or entirely new studies. What started as a single study became an ongoing dialogue with the same experts as decisions evolved.
“Working this way [cultivating and chatting with custom panels] has been incredibly effective for us.”
Brittany Thaler, Chief Marketing OfficerAcross use cases, this made it possible to keep working with the same AI personas in a consistent, repeatable way.
Why it worked—and why it stuck
As Brittany continued using Viewpoints across different decisions, she paid close attention to whether the insights aligned with what the team saw outside the platform. Findings from Viewpoints studies consistently matched live campaign performance and external feedback, reinforcing confidence that the signal wasn't just directionally useful, but reliable.
“Every time we've had a chance to validate the findings against real people or real performance, they've held up.”
Brittany Thaler, Chief Marketing OfficerJust as importantly, the Viewpoints platform made this way of working easy to repeat. With the built-in Study Assistant, Brittany could set up a study, review results, adjust questions or prompts, and then relaunch an updated version without rebuilding everything from scratch. That made it straightforward to run follow-up studies, test revised materials, and keep momentum as new questions emerged.
“Tools like Study Assistant usually aren't very helpful. This one actually is.”
Brittany Thaler, Chief Marketing OfficerThe takeaway
For Kate's Real Food, Viewpoints proved its value quickly by delivering a clear, measurable improvement in email performance. It earned continued use by producing insights that aligned with real customers, real experts, and real outcomes—across far more than a single campaign.