Business Advantage Teams with Persona-Builder Galaxies

B2B insights firm Business Advantage has partnered with Galaxies, whose Marketing Decision Intelligence approach helps companies to explore audience responses and inform decisions before they spend their budget.

Galaxies is based in São Paulo, Brazil, and offers Nexus, a platform which builds AI-powered synthetic replicas of a brand's real consumer audiences from the company's own data, including CRM, CDP, surveys, reviews and past research.

The companies say they aim to broaden the toolkit available to B2B organisations seeking 'faster, richer and more actionable insight.' Business Advantage brings expertise from decades of work with global tech and industrial brands, while Galaxies adds a new AI-powered layer for exploring hypotheses, audience responses and potential decisions. Marketing Decision Intelligence applies real audience data to a proprietary AI-boosted methodology which helps organisations test hypotheses, explore audience reactions, and generate actionable insights.

'B2B research brings unique challenges,' says Business Advantage MD Rachel Cope, 'and our partnership provides an opportunity to combine proven research methodologies with new technologies to answer questions in different and complementary ways.' Daniel Victorina (pictured), co-founder and CEO at Galaxies, adds: 'The future of B2B intelligence is not about replacing research. It's about giving organisations new ways to explore hypotheses, understand audience responses and inform decisions before they reach the market.'

Cope joined Business Advantage six months ago, having previously served as Head of Customer Experience and Growth at 2CV.

The partners are online at www.business-advantage.com and www.galaxieslabs.com .

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