Mars Utilizes Synthetic Audiences for Innovative Product Testing and Research

What's Happening?

Mars is leveraging synthetic audiences, developed by Empathy Lab, to test product concepts and creative ideas more efficiently. During a live demo at The Drum Live, Yasmeen Cohen, global product strategy lead at Mars Wrigley, showcased how AI-driven audiences can reduce research costs and speed up innovation. Synthetic audiences provide a 75% accuracy rate compared to human panels, allowing Mars to expand its testing capabilities. This approach democratizes research, enabling brand teams to test ideas early and often without the constraints of traditional studies. The technology uses generative AI to create lifelike personas that mimic human behaviors.

Why It's Important?

The use of synthetic audiences by Mars represents a significant advancement in product testing and research methodologies. By employing AI-driven personas, Mars can conduct research more quickly and cost-effectively, gaining insights into consumer behavior and preferences. This approach allows for greater innovation and creativity, as brand teams can test a wider range of ideas without the limitations of traditional research methods. The ability to rapidly gather consumer insights is crucial for staying competitive in fast-paced markets, and synthetic audiences offer a scalable solution for large organizations seeking to enhance their research capabilities.

Beyond the Headlines

While synthetic research offers numerous benefits, it is intended to augment rather than replace traditional human studies. The technology empowers brands to test more ideas at a lower cost and faster pace, but human insights remain valuable for understanding complex consumer behaviors. As synthetic audiences become more prevalent, companies must balance the use of AI-driven research with traditional methods to ensure comprehensive and accurate insights. The integration of synthetic audiences into research processes may lead to a shift in how companies approach product development and consumer engagement.