Why Mars is Tapping into Synthetic Audiences to ‘Test Wild Ideas’
In the News
Why Mars is Tapping into Synthetic Audiences to ‘Test Wild Ideas’
Traditional product research is slow, expensive, and often too limited to keep pace with today’s markets. Now, instead of waiting weeks for focus groups, AI research group tools can spin up synthetic audiences and deliver insights in minutes.
Mars and Empathy Lab by EPAM gave a live demo at The Drum Live, showing how AI-driven audiences can cut research costs, speed up innovation and democratize testing across global teams.
“We could test some really wild ideas that we wouldn’t usually pay a traditional surveyor to do,” said Yasmeen Cohen, global product strategy lead at Mars Wrigley, during a live demo of Synthetic Audiences at The Drum Live. “We have 75% accuracy in terms of the response rate from the humans [vs] the synthetics, which gives us enough certainty to start expanding this capability and use it as an augmentation of our traditional research.”
Cohen was speaking alongside Paul McCormick, Head of Digital Business at Empathy Lab, to spotlight a new chapter in product testing – where synthetic audiences begin to outpace the real thing.
McCormick explained how Empathy Lab’s technology uses generative AI to create lifelike personas capable of responding to product concepts, creative ideas and brand messaging: “This uses generative AI with large language models to create what are called synthetic personas that mimic human-like behaviors. This allows us to gain a depth understanding of the different wants, needs and attitudes of different audiences… significantly reducing time to insight, time to market, and increasing innovation.”
Read the full article here.
Find out how Synthetic Audiences can empower your research teams to build understanding and uncover hidden patterns: Synthetic Audiences | Empathy Lab by EPAM.
