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.
Most companies are about to let AI answer thousands of questions about their customers with no way of knowing when it's wrong.
▶Listen to the episode →“Do all the intelligent work. And then every few months, put yourself behind a mirror and listen to real customers.”
How often what people say they'll do matches what they actually do.
Lex Bradshaw-Zanger, CMO of L'Oréal, on why bold marketing ideas die for lack of proof, and how de-risking creativity closes the say/do gap.
Kate O'Keeffe · CEO, Heatseeker · Aug 1, 2026
Read the article →Customers tell you one thing and do another. Stated intent predicts real buying only 20 to 30% of the time. Here's the say-do gap, which research tools inherit it, and how to actually close it.
Synthetic personas answer any market question in minutes, with total confidence, whether or not they're right. Here's what separates a real one from a very articulate stranger making things up.
AI will answer any market question in seconds, with total confidence, whether or not it's right. Here's what separates real AI market research from a good-looking guess.
Most teams shave price to win the yes. Sometimes the opposite is true. Here's why willingness to pay defies surveys, and how to find your real number by watching what buyers do.
Most concept testing answers a shallow question: which variant wins? The version that's worth doing reveals what your customers actually want.
For product and innovation leaders who own the roadmap: how to turn go/no-go calls into experiments, prioritize features by real demand, and sequence what you build by likelihood of success, on buyer behavior, not the loudest voice in the room.
For brand and performance marketing leaders: how to build consumer segments that actually predict behavior, validated by what buyers do, not by a demographic cluster that looks tidy in a deck.
For brand and demand generation leaders in enterprise B2B: how to research hard-to-reach professional buyers with live experiments, reaching the exact titles that matter and reading real behavior, not a recruited panel's opinions.
For growth and brand marketing leaders: the biggest SaaS conversion wins don't come from moving the button, they come from testing the positioning and offer against real buyers, before the funnel is even built.
For brand and performance marketing leaders at consumer enterprises: how to run B2C market research on real shopper behavior, so the message you scale is the one buyers already chose, not the one that tested well in a room.
A field guide for enterprise brand and performance marketing leaders who have to stand behind a number, how to validate a business case against real buyer behavior, not a survey or a room of opinions.
Surveys predict purchase intent at 20 to 30% accuracy. Stack five decisions on that foundation and the math falls apart fast.
Every CMO has an AI mandate. But the teams that pull ahead will own behavioral ground truth, not the flashiest tool stack.
Fast is not useful if it is wrong. Why grounding synthetic personas in live experiments beats survey-trained bots.
See behavioral ground truth on your own question in a 30-minute demo.
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