Synthetic Research Entry for quantilope

US-based insights firm quantilope has launched a synthetic research product, Category Twins, which builds AI replicas of specific audiences for early-stage market research. The replicas are generated from the client's own brand health data.

The solution is the product of the quantilabs innovation hub, and is designed to allow clients to involve consumer preferences representative of their customer base or target audience, much earlier in the process of innovation.

Category Twins are built on a brand's own dataset and automatically update with every new tracking wave. The system uses 'gold standard' brand growth metrics from the Ehrenberg-Bass Institute, namely Mental Availability and Category Entry Points; and allows users to instantly create Category Twins for different segments, such as heavy category buyers or brand buyers.

'Category Twins marks an exciting entry into the synthetic data space for quantilope,' says Peter Aschmoneit, co-founder and CEO at quantilope, '- and one that I believe will fundamentally transform how brands use their insights and what they can get out of them. We've approached it with the methodological rigor our clients expect from us. As a marketer, I always wished I could turn to a consumer in the middle of a strategy session and just ask - before having to spin up a full research project. Category Twins makes that possible.'

Jannik Meyners, Vice President of Data Science & AI, adds: 'Our Category Twins are uniquely anchored in a brand's own tracking research - real data, specific to their brand and category, that updates with every new tracking wave. We ground the model in this continuously refreshed, brand-specific intelligence to reflect how consumers actually think and behave.'

Web site: www.quantilope.com .