A market research method that uses AI and live in-market experiments to gather real evidence of customer behavior and purchase decisions — without recruiting survey panels.
Episode 1: Lex Bradshaw-Zanger — Chief Marketing & Digital Officer, L'Oréal SAPMENA — on de-risking creativity and why what customers say is only 20–30% of the story.
“You're bringing the ability to de-risk amazing creativity — in a space that's needed it for hundreds of years.”
If your understanding of customers is built on what they say, you're steering with a compass you can't rely on. Here's why behavior-based research is rewriting how teams find truth — and the exact workflow to switch.
How often a survey's stated intent matches what people actually buy. Stack five decisions on that and you're at 0.1% confidence.
Every CMO has an AI mandate. But the teams that pull ahead will own behavioral ground truth — not the flashiest tool stack.
Surveys predict purchase intent at 20–30% accuracy. Stack five decisions on that foundation and the math falls apart fast.
Fast is not useful if it is wrong. Why grounding synthetic personas in live experiments beats survey-trained bots.
Lex Bradshaw-Zanger, Chief Marketing & Digital Officer of L'Oréal SAPMENA, joins Heatseeker CEO Kate O'Keeffe to discuss de-risking creativity, why surveys mislead, and bringing the consumer off the PowerPoint slide.
CMOs run on defensible confidence. How Heatseeker turns fast, rigorous experiments into board-ready evidence you can defend to the CFO.
Validate creative before spend and turn results into VP-ready reports. How Heatseeker serves the performance marketer.
Build conviction, understand why an idea wins, and walk out with something worth sharing. How Heatseeker serves the brand marketer.
Inline sourcing, behavioral data, IP ownership, and speed that makes rigorous research survivable. How Heatseeker serves the insights lead.
Validate positioning and value props against real B2B decision-makers, not panels.
Find the segments that actually respond differently — and message each one right.
Move past stated preference to revealed behavior — what real consumers choose in market.
Validate a business case against real buyer behavior — not a survey or a room of opinions.
Validate which concepts real buyers want before engineering commits a quarter to them.
Before you tune the funnel, validate the promise that earns the click.
Everything worth knowing before you put surveys behind you — no jargon, no hedging.
Evidence of what customers actually do — verified clicks, purchases and choices observed in live markets — rather than what they say they'll do in a survey or focus group.
Surveys predict real purchase behavior only 20–30% of the time. Heatseeker calibrates its predictions to up to 95% correlation with verified behavior.
An AI model of a customer segment trained on verified behavioral data and your own first-party data — not scraped web text. You can question it directly and get an answer in minutes.
A/B testing optimises one asset for one metric. Heatseeking reveals the deeper drivers behind a decision — jobs to be done, pain points, pricing, language-market fit — and feeds them into a private model of your market.
Synthetic experiments return a behavior-backed read in minutes. Live in-market experiments return statistically significant proof in days, not weeks or months.
No. Your synthetic audience is trained only on your tests, your first-party data and your behavioral signals. No one else gets access to it.
The thinking, experiments and results behind behavior-first marketing — written for operators, not algorithms. Straight to your inbox, no fluff.
See behavioral ground truth on your own question in a 15-minute demo.
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