Welcome to the Future: Lab-Grown Marketing is Here!
Imagine a focus group that never gets bored, demands no payment, and provides unwavering responses. Picture conducting market research in mere hours, at a fraction of the typical cost, without the dreaded “I’ll get back to you in six months” delays.
Welcome to the revolutionary realm of lab-grown marketing, where cutting-edge market research transcends traditional boundaries. Thanks to the innovative startup Evidenza, this synthetic, scalable, and very real approach is reshaping how we gather insights.
The Genius Behind Evidenza
Evidenza stems from the vision of Peter Weinberg, co-founder of LinkedIn’s B2B Institute, and his long-time collaborator Jon Lombardo. After parting ways with LinkedIn in January 2024, they fast-tracked the launch of Evidenza. As Weinberg explained to The Drum, “We came out of stealth at this exact ANA event a year ago. So yes, we’ve basically been open to the public for just one year.”
Incredibly, Evidenza has already attracted over 100 clients, including industry giants like Salesforce and GE. With experienced advisors such as ex-GE CMO Linda Boff and marketing expert Mark Ritson, it’s no surprise that the company is profitable. “We’re entirely bootstrapped and customer-funded from day one,” says Weinberg, pointing out a refreshing departure from typical Silicon Valley trends.
What Exactly is Synthetic Research?
So, what’s behind this synthetic research phenomenon? In simple terms, it’s market research powered by AI-generated respondents rather than actual people. Evidenza’s platform utilizes expansive data—ranging from analyst reports to Reddit threads—to create digital personas that precisely mimic specific buyer types.
“As an example,” Weinberg elaborates, “if we’re investigating cybersecurity buyers, our system digests everything ever written on the subject. It then impersonates real CIOs, CTOs, and CEOs—not in a simplistic way, but with remarkable fidelity, showcasing diverse personalities and varying knowledge levels.”
These synthetic buyers participate in surveys just like traditional panels, saving time and avoiding the pitfalls of survey fatigue and budget overruns. With AI’s capability for real-time updates, clients can gauge the impact of current events almost instantly. “We’ve had clients deploying surveys on new tariffs just a day after they’re announced,” Weinberg notes. That would be impossible using conventional methods.
A £500k Study in Just One Week
Evidenza has achieved a staggering breakthrough by significantly lowering the cost of curiosity. Research that traditionally required seven-figure budgets and a year’s time can now be completed for a fraction of the cost and within days.
“The reality is,” Weinberg states, “market research used to be reserved for major decisions and high-profile brands. Now, clients are even fielding surveys to name their conference after-party.”
The complexity of tasks, such as segmentation studies or category entry point analysis, can now be accomplished in a week rather than a year. “We’re observing cost reductions as much as 10 to 20 times and speed improvements of up to 100 times,” he emphasizes.
The B2B Opportunity: Pioneering a New Era of Research
While B2C marketers have long had it easy—accessing readily available panels of consumers—B2B research presents a different challenge. “You’re engaging with high-salary professionals who can be hard to reach,” Weinberg explains. Synthetic research opens up an entirely new B2B research frontier that has previously been underexplored.
At a recent ANA conference, Evidenza teamed up with companies like Waymark, Brandlight.ai, and Spectrum Reach to create comprehensive campaigns for firms like EY and Plante Moran. The stunning result? One of the industry’s first full synthetic marketing pipelines, encompassing everything from synthetic research to strategy to AI-generated creative, all validated through synthetic respondents.
“While I’m talking to you, there are synthetic CFOs taking surveys about consulting services,” Weinberg quips. That’s the speed of this innovation.
Can AI Surveys Outperform Traditional Ones?
Weinberg argues that traditional research isn’t just costly—it’s inherently flawed. “Survey fatigue is rampant. Respondents rush, they lie, and some even use AI like ChatGPT to fill in answers, which is ironically amusing considering that your panel is effectively synthetic.”
In contrast, Evidenza’s panels maintain unyielding focus. “Synthetic respondents tackle question 60 with the same enthusiasm as question one,” he asserts. Moreover, the ability to conduct follow-ups leads to a more exploratory and engaging research process, eliminating the traditional linear approach.
Is Synthetic Research Set to Displace Market Research Jobs?
Not exactly. Weinberg is optimistic, noting that like ATMs and bank tellers, automation is likely to expand the market rather than eliminate it. “It won’t kill market research; it’s going to democratize it.”
That said, he does list tasks exposed to risk, stating, “If your role revolves around specific tasks, like copywriting, you may find yourself vulnerable. However, if your position involves task management, like that of a research director, you’re more secure.”
Moreover, this type of insight isn’t restricted to marketers. “Sales, product development, even finance can benefit. We’ve assisted clients in simulating juries for trial preparation or creating synthetic analysts to evaluate earnings calls.”
Evidenza presents itself as more than just a research tool—it’s a means of persuasion. “AI equips marketers to transform insights into tangible financial value. We can provide the total addressable market for a specific customer segment and outline the revenue potential of acting on that insight. That’s music to CFOs’ ears.”
What Lies Ahead?
The overarching vision is the emergence of end-to-end synthetic marketing. “Imagine an AI CMO conducting research, formulating strategies, and executing a campaign all within a single day,” Weinberg envisions. “It may sound like science fiction, but we’re already halfway there.”
As the cost of curiosity continues to plummet, Weinberg anticipates a surge in marketing budget allocations specifically directed towards synthetic research. “This isn’t a passing trend; it’s a fundamental shift. Most marketing decisions today are not underpinned by research, and we’re here to change that.”
Ready to steer your marketing insights into the future? Explore the world of synthetic research—where innovative technology meets actionable intelligence, catapulting your strategy to the next level.
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