Synthetic Personas: What's Possible When Your Buyer Is Always Available

Synthetic research is one of the most consequential shifts in market research and one of the most misunderstood. Not all synthetic methods are equal, and using the wrong one for the wrong decision carries real risk.

This session demystifies the landscape: what different approaches are, how they're built, and where they fall short. It deep dives on synthetic persona simulations — how they fit into research roadmaps, the value they unlock, and the guardrails required to act on them with confidence.

NewtonX CEO Sascha Eder is joined by Jamie Cleghorn, Global Head of Customer Practice at Bain & Company, and Francesco Federico, CMO at S&P Global, to explore how synthetic research transforms marketing and accelerates go-to-market decisions.