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 to 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.”
Lex Bradshaw-Zanger, CMO of L'Oréal SAPMENA, on why bold marketing ideas die for lack of proof, and how de-risking creativity closes the say/do gap between what customers say and what they actually do.
How often what people say they'll do matches what they actually do. Bold ideas die in the gap, proof is how you close it.
Most concept testing answers a shallow question: which variant wins? The version that's worth doing reveals what your customers actually want.
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 to 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.
AI answers any market question instantly, with total confidence. What separates real AI market research from a good-looking guess.
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.
Stated intent predicts real buying only 20 to 30% of the time. The say-do gap, which research tools inherit it, and how to actually close it.
A synthetic persona answers in minutes, with total confidence, whether or not it's right. The two questions that separate a real one from a party trick.
Willingness to pay defies surveys. How to find your real number by watching what buyers do, under your own brand.
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 to 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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