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Can Synthetic Research Work in B2B with Sascha Eder
High-quality B2B data is the make-or-break factor in building synthetic personas that can be trusted. Sascha Eder, CEO & Co-Founder, NewtonX, joins host Jon Last, President, Sports and Leisure Research Group, to discuss why synthetic research is uniquely challenging in B2B, where buyer decisions are made by committees and online data is limited. They clarify key approaches including synthetic boosting, synthetic modeling, digital twins, and B2B-trained synthetic personas, and outline where synthetic can add value today, such as pre-testing questionnaires, message testing, and concept…
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