As a marketer it would be ideal to have an on-going chat with your customer to ask every little question or test any idea that popped into your head. Would you buy this product, do you emotionally connect with this advert, what do you think about xyz. But this would be an impossible and, well, rather costly ask from your customers.
Digital twins, synthetic audiences and AI personas are all being touted as the future of consumer research. For decades, marketers have relied on focus groups, surveys, and ad pre-tests to understand behavior. Traditional methods have their limitations though.
Real time insights are tricky to achieve, data is often siloed with social listening handled by one department, surveys by another and shopper analytics somewhere else. Then there is a simple fact that it's more expensive and time consuming.
