Lab-Grown Marketing: The AI-Powered Playbook for Research, Strategy & Tactics
Evidenza’s marketing playbook shows how AI and synthetic data help B2B teams learn faster, plan smarter, and ship on‑brand work at scale.
AI Market Research for Impossible Audiences
Survey AI copies of your customers to get instant answers from any audience. Even the hardest-to-reach B2B buyers.
6 months → 6 hours
2% response rate → 100% completion
88% accuracy in 100+ validations
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As Featured In:
As Featured In:
Trusted By Hundreds Of Enterprise Brands
Customer Testimonials
“Evidenza sounded like a revolution in market research, but I needed to verify that synthetic research was accurate. So we structured a head-to-head test, comparing synthetic and human responses to our Global Brand Survey. The results were astonishing. The conclusions were 95% the same, the correlation was very strong, and in many cases the numbers were nearly identical.”
Toni Clayton-Hine
Chief Marketing Officer
“We partnered with Evidenza to simplify our segmentation across nine IT categories and refine our creative messaging. I’d recommend NOT working with the Evidenza Team. The technology just might be game-changing, and we’d like to keep the competitive advantage for ourselves"
Jim Lesser
Chief Brand Officer
“When I got called into an executive meeting on short notice, Evidenza was my first call. In 24 hours, the team generated a comprehensive brand analysis that would have taken six months with traditional methods. Evidenza helps CMOs make smart decisions, quickly.”
Bryan Law
Chief Marketing Officer
"Evidenza is unlocking for Mars new insights in areas of knowledge where traditional methods are difficult to implement. The ability to grasp how product recommendation works in a certain market, for a certain target audience of pet parents, within hours is groundbreaking"
Sorin Patilinet
Senior Director Global Marketing Effectiveness
“We ran a head-to-head test comparing our traditional research surveys to Evidenza’s synthetic surveys. The correlation was very strong at 0.81, and these were complex questions about the CRM purchasing process. We’re excited to explore the potential of synthetic market research.”
Lauren Firebaugh
Senior Director, Brand Insights
“We used Evidenza’s research to make the case for our first big brand campaign and build an end-to-end brand plan. Their technology is mind-blowing.”
Margot Koehler
Senior Director, Demand Marketing
"Evidenza brings together the latest thinking in marketing and the latest breakthroughs in AI. Evidenza helped us quantify the financial value of our key category entry points. That's a critical analysis that will help inform our go-to-market strategy"
Tom Furr
Chief Marketing Officer
“The old adage was “Good, Faster, and Affordable, choose two.” With Evidenza, you can get all three. We worked with Evidenza to support two product launches. When we shared the findings with key stakeholders, we asked them to find the flaws or hallucinations in the findings. We couldn’t find any. I am incredibly impressed by what Evidenza is building.”
Mirko Mueller-Goolsbey
Director, Brand Marketing
"Evidenza has helped transform our approach to customer insights. Traditional market research has limitations - more so for those in the rare disease space where we are focused on small populations. Evidenza has solved for this with “synthetic digital twins” which have accelerated our learning and deepened our understanding, unlocking valuable insights in specialized markets and enabling smarter, more strategic conversations with key customers."
Lizzy Tonneslan
Market Insights Lead
"Evidenza helped us crack the code on market expansion as the backbone to our territory strategy. Their synthetic research revealed our highest-potential cities and precise product and launch strategies, replacing months of expensive traditional studies."
Mary-Anne Russell
Chief Marketing Officer
“Synthetic research quantified Category Entry Points in dollar terms, revealing the highest-value opportunities—aligning marketing with CEO priorities to drive growth and ROI.”
John Solomon
Chief Marketing Officer
“Private equity companies tend to under-invest in research because it’s an expensive and slow process. Evidenza has found a way to scale market research through AI. It’s a real breakthrough that opens up a world of possibilities across our portfolio companies.”
Russ Findlay
Operating Partner
“As a business serving a niche sector we are always looking to find more ways to improve customer and market intelligence in affordable ways. 'Traditional' research methods tend to be too lengthy, expensive and static. With Evidenza we were able to solve all of those issues, with the team providing comprehensive, industry-specific, and regional insights within weeks at a fraction of the cost."
Alex Lloyd
Head of Marketing
88
%
similarity score
Average match between synthetic and traditional research.
100
+
validation tests
Head-to-head comparisons proving synthetic research accuracy
26
+
Academic studies
Peer-reviewed research from Harvard, Columbia, and more
How Does Evidenza Work?
With synthetic research, even the hardest to reach customers are now available on demand. Surveying AI-generated audiences makes it 1000X easier to generate a winning go-to-market plan.
STEP 1
Build Your Synthetic Sample
Generate thousands of synthetic customers based on your product category, all with unique personal and professional details.
STEP 2
Run Quant and Qual Research
Get thousands of impersonas to take a fully customizable survey and conduct real-time interviews with your synthetic sample.
STEP 3
Generate an Evidenza-Based Plan
Export your results as a go-to-market plan, grounded in synthetic research and designed to resonate with C-Suite executives.
Six Ways to Deploy Your AI Customer Panel
From quick-turn tests to end-to-end strategic planning, each module can stand alone or combine into a full go-to-market engine.
Segmentation
- Size total addressable buyers
- Cluster by behavior, needs
- Deliver ready-to-use personas
Positioning
- Surface beliefs and barriers
- Rank category entry points
- Align messages to segments
Creative
- Score ads on ABLE
- Compare variants quickly
- Approve only high-impact assets
Personas
- Build detailed profiles of your ICP
- Understand hidden motivations and triggers
- Create actionable buyer journey maps
Measurement
- Measure brand health
- Model scenarios
- Forecast ROI
Custom Research
- Design bespoke synthetic studies
- Address unique marketing queries
- Get board-ready answers fast
Launch Faster. Understand Deeper. Position Smarter
Get fast, data-backed insights that help you launch, understand, and position with confidence.
Case Study: Turning A 12-Month Grind Into A 1-Month Sprint
ServiceNow replaced 12 months of traditional research with a 30-day synthetic sprint. The result? Campaign-ready personas, segmentation, and creative direction in record time.
ServiceNow replaced 12 months of traditional research with a 30-day synthetic sprint.
The result? Campaign-ready personas, segmentation, and creative direction in record time.
12x
faster research
+12
places in Kantar BrandZ Global 100
ServiceNow, a $10 B-plus enterprise-SaaS company needed to launch a global brand campaign for their new AI products on an impossibly tight timeline.
Traditional research would have taken a full year, far too slow for their go-to-market window. Evidenza replaced that 12-month grind with a one-month sprint, generating thousands of synthetic buyers, then distilling them into “buying-center personas” that connect brand and demand work.
The team received a complete persona library, segmentation logic, and creative guidance 12× faster than legacy methods, fueling a campaign that helped ServiceNow jump from #53 to #41 in Kantar’s Global 100 the following year.
Leadership Team
Once upon a time, we worked at giants like LinkedIn and Facebook, helping blue-chip brands build evidence-based marketing plans. Frustrated by research that was too slow, too pricey, too rigid, we spotted a better way - synthetic research - and quit to turn that breakthrough into Evidenza.
Advisors and Partners
Our advisors and partners bring together the latest marketing science with frontier tech expertise.
Mark Ritson
Founder, Professor
Marketing Week Mini MBA
Linda Boff
Chief Marketing Officer
General Electric
Tomer Cohen
Chief Product Officer
Stefano Puntoni
Professor, Co-Director of AI at Wharton
University of Pennsylvania
Chris Burggraeve
Chief Marketing Officer (prev)
Anheuser-Busch InBev
Carey Dorman
Chief Financial Officer
Element Solutions
See More
Research, Your Way
Whether you want expert-led strategy or flexible self-serve access, we’ve got you covered. Both deliver fast, actionable insights.
Thought Leadership
We've spent ten years partnering with leading experts to discover new and more profitable approaches to marketing and sales. You can learn what we learned by reading our various publications.
View OUR research
Adweek
Can AI Replace Humans for Market Research? This Firm Is Doing It
Many chief marketing officers want their market research to possess more of these three qualities: Faster, cheaper, better. Making it happen, however, can be difficult—especially in the business-to-business category, which targets a more select group of individuals than business-to-consumer. Assembling focus groups takes time. Getting business leaders to fill out surveys can be expensive. Obtaining more detailed responses with follow-up questions can be downright impossible.
LinkedIn
The Click-Through Conspiracy
This trend is about the great big lie at the heart of the digital marketing industry. It feels like every day I hear about some nifty new measurement technique: multi-touch algorithmic attribution, eye-tracking studies, MRI brain scans. You could be forgiven for thinking that we’re living through a glorious revolution in marketing measurement. But we’re not.
LinkedIn
The Originality Delusion
Marketers have an obsession. A deep, dark, self-destructive obsession. What is the object of this obsession, you ask? In a word: newness. Marketers are absolutely obsessed with new things. New platforms. New products. And, above all else, new ideas. If I had a nickel for every time a client asked me for a never-been-done-before “big idea,” I could buy a one-bedroom apartment in Manhattan.
LinkedIn
Impersonalization at Scale
What’s the worst idea in the marketing industry? Everybody has their own answer to that question. For some, it’s brand purpose. For others, it’s short-termism. For us, the answer is clear: personalization. You can’t go more than five seconds at a marketing conference without hearing about the promise of “one-to-one personalization at scale”. Personalization continues to be one of the biggest trends in the marketing industry. In 2019, it was named ‘word of the year’.
LinkedIn
Performance Branding
Lead generation marketers have dominated the B2B marketing landscape over the last decade, in large part, by focusing on generating short-term results – sales leads —and positioning marketing as a precise science where all waste can be eliminated and all actions can be tied to a dollar outcome. By positioning brand marketers as wasteful, lead generation marketers have wrestled away control of marketing budgets and wrestled away credit for sales growth. However, we’d argue that lead generation is much less the science it claims to be and, instead, is much more the art it claims to replace. In particular, we bristle at the idea that lead generation produces more sales for companies than brand marketing. The marketing science makes clear that lead generation captures demand but doesn’t really create demand.
FAQS
Find answers to common questions about Evidenza and how our synthetic research platform can transform your market insights and decision-making.
What is Evidenza?
Evidenza is the world's first synthetic research platform. We help you make smarter, faster go-to-market decisions by interviewing and surveying AI-generated copies of your customers. Our platform delivers evidence-based sales and marketing plans swiftly, transforming the way businesses understand and interact with their markets. By leveraging advanced AI, Evidenza offers in-depth insights in hours, not months, enabling businesses to make informed decisions rapidly.
How can Evidenza boost my sales and marketing results?
Evidenza revolutionizes your planning by providing fast, accurate, and deep insights into customer behavior and preferences. Our synthetic research technology allows you to test and refine strategies in real-time, ensuring your marketing and sales plans are both effective and efficient. With Evidenza, you can anticipate market trends, understand customer needs, and tailor your approaches to meet those needs, significantly boosting your competitive edge.
What makes Evidenza's approach to market research innovative?
Evidenza is pioneering the application of synthetic research to marketing and sales, which generates highly detailed and dynamic profiles of your target audience without the need for traditional, time-consuming research methods. This approach not only accelerates the research process but also offers a level of flexibility and depth unmatched by conventional studies. You can adjust your research inputs with the click of a button and receive updated outputs in hours, enabling agile decision-making.
Why choose Evidenza over traditional market research?
Traditional market research is often slow, costly, and inflexible. Evidenza, on the other hand, provides insights much faster and more affordably, allowing for dynamic adjustments to your research criteria. This means you can iterate on your go-to-market strategy in hours rather than months. Evidenza also offers a real advantage in reaching hard-to-find populations such as CEOs, CIOs, CFOs, CMOs, etc —audience samples that are often prohibitively expensive or nearly impossible to access with traditional survey methods.
Who benefits from Evidenza’s services?
Evidenza is designed for businesses of all sizes across various industries looking to enhance their market research capabilities. We work with some of the largest Fortune 500 companies as well as startups. Marketing and sales teams, in particular, find immense value in our platform, as it offers actionable insights that drive strategic decisions. Whether you're in tech, healthcare, consumer goods, or any other sector, Evidenza can tailor its research to meet your specific needs.
How does Evidenza support various industries?
Evidenza's synthetic research platform is versatile and powerful, capable of generating targeted insights for a wide range of industries, both in B2C and B2B. Our clients span all sectors and industries. By creating synthetic copies of customers in any sector, from tech to healthcare, we provide precise and actionable data that helps businesses understand their market better, refine their product offerings, and craft more effective go-to-market strategies.
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