Electric Twin

What is Electric Twin?

Electric Twin is a synthetic-audience research platform for marketing, insights, product, and strategy teams. The platform builds simulated audience models from a customer’s existing research and customer data, then enables users to ask questions and explore audience responses through follow-up queries.

Key Capabilities

Synthetic-audience modeling: Electric Twin combines customer data—such as surveys, interviews, and focus-group findings—with machine-learning methods, large language models, and social-science research to model specific customer segments.
On-demand audience research: Users can query a synthetic audience directly rather than design a new survey or recruit a respondent panel. Follow-up questions support exploration of motivations, trade-offs, and response drivers.
Concept, message, and creative testing: Teams can evaluate early concepts, propositions, messaging variations, creative assets, and pricing approaches before committing development or media budget.
Segmentation and reporting: Findings can be explored by audience segment and exported for use in reports and stakeholder updates. The vendor states that outputs include confidence or benchmark information to indicate where a model is reliable and where it has limits.
Hard-to-reach audience studies: Electric Twin can construct audience models for niche segments, international markets, senior stakeholders, and other populations that may be difficult to recruit through conventional research methods.
Research automation: The vendor also describes an autonomous research agent that can take a research brief, design and execute a study, validate results, and produce a report.

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 a 94% 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.