Independent creative agency Paper Moose has released a white paper exploring how synthetic focus groups can enhance communication strategies for values-driven organisations.
The paper, "Empathising with the Manosphere: How Synthetic Focus Groups Can Unlock More Effective Comms," introduces "crash test creative" a methodology that uses rapid creative iteration on synthetic audiences to build marketing "playbooks" that help communicate more effectively to hard-to-reach demographics.
Moose Review, Paper Moose's proprietary synthetic focus group testing platform, enables agencies and brands to test creative concepts - from storyboards and scamps to finished videos - on custom-built AI audiences that respond with 87% correlation to their human counterparts.
"A tool like Moose Review provides a new pathway to reaching the unreachables," said Paper Moose creative lead and recent psychology graduate Jazz Twemlow.
"When values-led, or evidence-based messaging, is perceived as a mandate or moral lecture, it sends audiences straight into the arms of more emotionally resonant, but often harmful, counter-narratives.
“Emerging technology presents new ways we can understand, and therefore connect with, any audience more successfully."
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