NewtonX Unveils B2B Personas Product

B2B intelligence specialist NewtonX has launched a Synthetic Personas product, the first such solution for business-to-business research, according to the firm.

NewtonX provides decision intelligence built on verified data across more than 140 industries, combining AI-native automation and end-to-end research expertise. The new solution consists of custom-built, AI-powered simulations trained on a combination of a client's own research and NewtonX's proprietary data. The system learns as it goes, and provides always-on intelligence rather than on a project basis, but never uses one client company's data in work for another.

The company points out that by contrast with consumer surveys, B2B research features smaller sample sizes, more niche markets, and decision-makers that are generally harder to reach. To achieve the 'robust and accurate' personas just announced, it first builds 'B2B buyer persona shells', rooted in demographic and behavioral characteristics from over eight years of behavioral, attitudinal, and professional signals collected from confirmed B2B professionals. These 'shells' are paired with a client's proprietary data to ensure the solution 'reflects how specific buyers would actually respond, rather than approximating them.'

Firms can use Synthetic Personas to simulate specific buyers, test messaging, and stress-test product features, but NewtonX says it should be seen as complementary to primary research, not a full replacement - 'built to efficiently close the gaps between the traditional research cycle.'

CEO and co-founder Sascha Eder (pictured) comments: 'Synthetic research is one of the most consequential shifts in B2B market research, and one of the most misunderstood. Not all synthetic methods are equal, and a synthetic panel built on unverified, general-population data will confidently give you wrong answers. Data quality has always been our priority at NewtonX, and our Synthetic Personas offer B2B enterprise teams the insights they can trust to challenge assumptions and drive data-informed decisions.'

More detail is online at www.newtonx.com/research-methods/synthetic-personas .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.