95% of senior marketing leaders are already using or planning to use synthetic data within 12 months. So why are so many marketers still on the fence?

In this episode, Elena, Angela, and Rob talk with Peter Weinberg, co-founder of Evidenza and former head of research at LinkedIn’s B2B Institute. They discuss where to start with synthetic audiences, how to assess accuracy, and why brand building still matters as AI changes how people search and decide.

Topics covered:
•    [00:00] Introductions and what synthetic research actually is
•    [03:00] Why 95% of marketing leaders plan to use synthetic data within 12 months
•    [05:00] Synthetic research really replaces ignorance, not traditional surveys
•    [09:00] How to evaluate accuracy in synthetic research tools
•    [10:30] Where marketers should start: find the white spaces first
•    [16:00] Why AI can be creative and what 'temperature' means for marketers
•    [24:00] Why brand still matters in an AI-driven search world
•    [28:00] How Evidenza applied Ehrenberg-Bass principles to build their own brand
•    [34:00] Why more real-time data can lead to worse decisions


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Resources:
2025 Qualtrics Article: https://www.qualtrics.com/articles/strategy-research/synthetic-research-breakthrough/

Peter's LinkedIn: https://www.linkedin.com/in/weinbergpeter/



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