Electric Twin

Direct questioning with follow-up

Electric Twin documents asking questions of a modeled audience about motivations, trade-offs and potential changes of mind, then drilling into the responses with follow-up questions.

Electric Twin: Synthetic Audiences for Enterprise Research

Concept, messaging and price exploration

The provider lists concept and proposition testing, messaging and creative testing, pricing exploration, strategic decision support and audience deep-dives as common uses.

Electric Twin: Synthetic Audiences for Enterprise Research Electric Twin: Synthetic Audience FAQs

Reported hold-out performance

Electric Twin reports 95.5% on 1-MAE and 92% on its NDAM measure in its published methodology. Its site attributes independent validation to Professor Michael Muthukrishna at LSE and describes more than 50,000 evaluations.

These figures and the claimed external validation are reported by the supplier. The described evaluation compares response distributions in a held-out test; it is not, on its own, evidence for every target audience or decision context.

Electric Twin: How Accurate Are Synthetic Audiences? Electric Twin: Synthetic Audiences for Enterprise Research

Metric choice affects the reading

Electric Twin notes that 1-MAE can become more forgiving as answer options increase, which is why it also reports a normalized distribution measure. The two metrics should not be treated as interchangeable.

Electric Twin: How Accurate Are Synthetic Audiences?

Reliability depends on the audience and data

The supplier says the first step is assessing the data available for a particular audience and communicating where that resulting model is reliable and where its limits are.

Electric Twin: Synthetic Audiences for Enterprise Research