Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Peter Weinberg. AI is the biggest topic of the past two years. When you combine that with the science behind evidence-based marketing principles and the discipline of Market Research you get Evidenza.

Our Guest:

Peter Weinberg

Co-Founder, Evidenza

https://www.linkedin.com/in/weinbergpeter/

Enjoy the show!

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: ⁠⁠ https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/

TimeStamps

0:56 - Introduction to Peter Weinberg

1:59 - What is synthetic research?

3:45 - Three phases of Peter’s career

7:03 - Leading on cutting edge thinking & technology

9:30 - 5/95 Rule

10:50 - Segmenting the market for AI-based research

13:04 - Thinking about Category Entry Points for Evidenza

15:38 - How to create synthetic personas

17:58 - A word from our sponsor - Quatical

19:19 - The speed and flexibility advantage of Synthetic-research

22:00 - Augmenting traditional market research

23:35 - Building CFO ready marketing strategy

25:48 - Using AI to solve TAM, SAM and SOM

27:23 - Correcting for hallucinations

30:24 - Error in AI v. traditional surveys

32:01 - Improving accuracy of synthetic research

33:51 - The opportunity and limitations of synthetic research

35:42 - Product Market Fit for Evidenza

37:38 - AI can be used for much more than copywriting

39:03 - How a background in marketing influences business operations

43:29 - Most growth comes from new customers

45:25 - Opportunity to financialize marketing plans

46:57 - Why marketers need to learn financial language

47:58 - Learn more about Evidenza

48:37 - Post pod with V and Marc