Synthetic research vs human insights in marketing

A recent study comparing AI-driven research to traditional focus groups found synthetic research is faster, more efficient, and better at spotting trends in massive datasets than human-to-human methods.

Elena, Angela, and Rob explore how synthetic audiences are revolutionizing market research, from creative pretesting to consumer behavior prediction. Learn how Marketing Architects developed ScriptSooth, an AI-powered creative testing platform proven to predict TV commercial success, and discover practical ways marketers can leverage synthetic audiences to enhance their strategies. Plus, the team plays "Guess the Focus Group Fail" to highlight why even traditional research methods aren't infallible.

Topics covered: 

• [01:00] How synthetic audiences simulate real customer behavior
• [04:00] Why ScriptSooth took thousands of iterations to perfect
• [06:00] Using AI for consumer focus groups and insights
• [09:00] Quick wins for marketers using synthetic research
• [14:00] Overcoming skepticism about AI-driven insights
• [17:00] The future of agentic AI in marketing
• [19:00] Historic marketing research failures and lessons learned 

 





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Resources: 
2025 WARC Article: https://www.warc.com/content/feed/comparing-the-quality-of-synthetic-research-to-human-insights/en-GB/10209?utm_source=daily-email-intro-link&utm_medium=email&utm_campaign=daily-email-americas-subscribers-20250120
 

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