Electric Twin

What is Electric Twin?

Electric Twin is a synthetic audience platform that helps marketing, insights, product and strategy teams make better decisions. Teams can ask questions, test ideas and understand how different audiences are likely to respond before making decisions in the real world.

Research can be run in minutes rather than weeks, with the ability to follow up on findings, explore different segments and go deeper until a team has what it needs to make a decision.

Key Capabilities

On-demand audience research: Ask a synthetic audience questions directly, without designing a survey or recruiting a panel. Follow up on any answer to explore what people think, why they think it and what might change their response.
Audience understanding and discovery: Explore what different audiences care about, what motivates them and how attitudes and behaviours differ between segments. Create and investigate specific groups as new findings emerge.
Concept and product testing: Test new products, services and features with target audiences before committing to development. Understand how different customer groups respond and identify potential issues early.
Messaging and creative testing: Compare propositions, messaging and creative concepts before they go live. Understand what resonates with different audiences and why.
Pricing research: Explore how customers respond to different prices, propositions and trade-offs before making pricing decisions.
Segmentation and deep dives: Break findings down by audience segment, identify groups you want to understand further and continue researching them through follow-up questions.
Focus groups: Bring specific audiences or segments into moderated synthetic focus groups to explore the reasoning, motivations and trade-offs behind their responses.
Hard-to-reach audiences: Research niche or traditionally difficult-to-recruit audiences, including international markets, senior decision-makers and high-net-worth individuals.
Autonomous research: Give Electric Twin a research brief and let the research agent run the study from start to finish. It designs the research, conducts it at scale, validates the results and produces a ready-made report.
Validated synthetic audiences: Every synthetic audience is validated against real survey data before use. Strict holdout testing ensures that the questions used to evaluate an audience are not used to build it, providing a measurable view of how accurately the synthetic audience reflects real responses.

Accuracy and Data Controls

Electric Twin states that each new audience is benchmarked against real survey data before release and that its synthetic responses score up to 96% (1-MAE) against real respondent answers, which matches the human test-retest benchmark, and 92% on NDAM against the 94% (NDAM) human ceiling. The company also states that its approach has been independently evaluated with the London School of Economics. These are vendor-reported validation claims, not universal guarantees of research accuracy.

The vendor states that it is ISO 27001:2022 certified, GDPR compliant, and does not use customer data to train general models.

Audience & Use Cases

Electric Twin is designed for organizations in media, fintech, retail, insurance, telecommunications, and other sectors that need rapid audience evidence for marketing, product, pricing, and strategic decisions.