One Trick Pony, the clean-label peanut butter brand with playful packaging, was growing—yet CEO Lucy Dana was hesitant.

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“We were doing a lot of things instinctively,” Lucy said. “But we didn’t have the signals to know what was actually working.”

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Like many lean startups, One Trick Pony faced three high-stakes questions:

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• What marketing channels are actually driving purchases?
• How should we evolve our packaging without losing brand magic?
• Are there hidden opportunities we’re overlooking?

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Amara Insights helped Lucy get answers.

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Before Amara Insights

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Lucy faced three challenges:

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• Unclear signal: “Google Analytics and Shopify weren’t giving us meaningful data,” recalled Lucy.
• Fear of wasting resources: With limited budget, Lucy hesitated to invest in marketing without confidence in ROI.
• Biased or vague feedback: “I’d get input from friends or VCs, but nothing that felt truly honest or actionable,” reflected Lucy.

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Without Amara, Lucy would have relied on trial-and-error ads and biased surveys—slow, expensive, and often inconclusive.

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How Amara Helped

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Amara replaced guesswork with direct signals from customers—how they discovered the brand, why they stayed, and what mattered most.

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“Hearing how people actually found us completely changed the way I thought about marketing,” Lucy said.

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Key takeaways:

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• Validated hidden high-ROI channels: Amara revealed that influencers were driving real purchases, even when tracking links didn’t capture them.
• Revealed overlooked growth levers: Expertly designed questions uncovered that small retailers were a major discovery channel.
• Confirmed brand strengths: Direct feedback showed that playful packaging wasn’t a risk—it was a beloved differentiator, giving Lucy the confidence to lean in creatively.

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Business Results

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“It was like having a research team I didn’t have to manage.” With clear insights, Lucy made confident, high-impact moves:

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• Relaunched influencer marketing, leading to record sales
• Updated packaging now in Whole Foods
• Fast-tracked new flavors and clarified messaging

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“I probably would’ve stopped using influencers if I hadn’t done these interviews,” Lucy said. 

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Why It Worked

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Amara handled everything—scheduling, incentives, and analysis—so Lucy could focus on connecting. “I’ve built customers for life,” said Lucy.

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The impact went beyond marketing. One customer became an investor. Another promoted the brand on a podcast.

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“Even if you don’t have a specific question, it’s still worth it,” Lucy said. “Amara helps you reveal gold you didn’t even know to ask about.”

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