Unlocking Next-Level AI Testing for Greater Creative Confidence
A data-focused marketing agency with a national client reach approached us with a common challenge: clients often second-guessed creative work based on personal perspectives and points of view. The agency wanted a better way to test creative but couldn't always afford the creative testing tools available on the market. Our team developed an AI solution utilizing synthetic research to provide the agency with a cost-effective way to test creative work and increase client confidence in the final product.
The Challenge:
Clients frequently used personal perspectives and points of view to provide feedback on creative work, leading to multiple revisions and inefficient use of account hours. The agency needed a more data-driven approach to creative testing that was both effective and affordable.
The Solution:
Our team worked with the agency to develop an AI solution using synthetic research. We began by selecting a pilot brand and collaborated with the account strategist to understand the brand's customer base. Using this information, we built a Jobs-to-Be-Done (JTBD) map for each identified customer archetype.
Using the JTBD map as a foundation, we worked with the LLM to develop two personas for each archetype, creating a synthetic panel of 9 customers. This panel, along with the persona and job maps, and additional guidance, was used to create a custom GPT that the agency could use to obtain customer feedback on initial designs. The agency was also able to use the panel to show a percentage of desirability and customer quotes on the creative options.
THE RESULTS
The AI-powered synthetic research solution provided the agency with a cost-effective way to test creative work and increase client confidence in the final product. Clients had greater confidence in the future performance of ads, as the creative work was backed by data-driven insights from the synthetic customer panel. Additionally, the agency experienced a reduction in the number of revisions requested by clients, leading to greater efficiency in account hours.
Lessons Learned:
- AI-powered synthetic research can provide a cost-effective alternative to traditional creative testing tools.
- Using JTBD maps and personas to create a synthetic customer panel can help agencies obtain valuable insights into creative work.
- Data-driven insights from synthetic research can increase client confidence in the final product and reduce the number of revisions needed.