{"id":9004111222025017,"date":"2024-06-18T16:25:10","date_gmt":"2024-06-18T20:25:10","guid":{"rendered":"https:\/\/sago.com\/?p=9004111222025017"},"modified":"2024-06-21T11:42:28","modified_gmt":"2024-06-21T15:42:28","slug":"making-the-case-for-virtual-audiences","status":"publish","type":"post","link":"https:\/\/sago.com\/es\/resources\/blog\/making-the-case-for-virtual-audiences\/","title":{"rendered":"Making the Case for Virtual Audiences: Unleashing Insights in a Creative Agency"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_column][\/vc_column][vc_row][vc_column][vc_column_text css=\u00bb.vc_custom_1718740202957{border-left-width: 6px !important;padding-left: 20px !important;border-left-style: solid !important;border-color: #6bc073 !important;}\u00bb]<\/p>\n<h3>Key Takeaways<\/h3>\n<ul>\n<li>Virtual audiences provide real-time insights and support for creative agencies, helping them overcome challenges in winning and retaining business.<\/li>\n<li>Creative agencies can leverage virtual audiences to understand target audiences, test assumptions, and stay responsive to evolving consumer behavior.<\/li>\n<li>Virtual audiences can transform market research by offering speed, cost-effectiveness, scalability, and accuracy while complementing the work of insights professionals.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=\u00bb\u00bb el_class=\u00bbcalloutmatte\u00bb]<\/p>\n<h4>Discover how to harness AI for market research in our on-demand webinar.<\/h4>\n<p><a class=\"button\" href=\"https:\/\/event.on24.com\/wcc\/r\/4343796\/EED8AC103D3FAB33D5C568FCFFBF1DBC\" target=\"_blank\" rel=\"noopener\">Watch now<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=\u00bb\u00bb]<\/p>\n<h3>In this Article<\/h3>\n<ul>\n<li><a href=\"#anchor1\">The Current Agency Dilemma<\/a><\/li>\n<li><a href=\"#anchor2\">A Solution to the Problem<\/a><\/li>\n<li><a href=\"#anchor3\">How Church+State Leveraged Virtual Audiences<\/a><\/li>\n<li><a href=\"#anchor4\">Are Virtual Audiences the Future of Market Research?<\/a><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=\u00bb\u00bb]In the past couple of years, Generative AI has disrupted every industry \u2013 market research included. As we continue to grapple with its uses and implications, one topic keeps coming up: synthetic respondents. Do they work? Are they reliable? When does it make sense to employ them? What role should they play in our day-to-day work?<\/p>\n<p>In our continued commitment to innovation, Sago wanted to explore these questions and better understand what the future is for virtual audiences in market research. We partnered with Church+State, a top creative agency, to run some experiments and better understand the role synthetic respondents may have in our future.<\/p>\n<h3 id=\"anchor1\">The Current Agency Dilemma<\/h3>\n<p>To begin our exploration, it was critical to understand the key challenges facing a creative agency like Church+State. Three main struggles were identified:<\/p>\n<h5>1. Winning Business<\/h5>\n<p>Creative agencies are constantly pitching to win new business against steep competition \u2013 and more is being asked of every pitch with less reward at the end of it. To stand out, agencies need to find a way to provide a highly customized pitch to improve the odds of winning, but without overinvesting or giving away intellectual property. It&#8217;s an efficiency battle.<\/p>\n<h5>2. Keeping Business<\/h5>\n<p>It&#8217;s never enough to win business, it must be kept. For an agency, that requires consistently bringing something meaningful to the table \u2013 especially as more agencies collaborate for a single client. Content is always on, so research should be too \u2013 but timelines, budgets, and the typical research process don&#8217;t always make this feasible. So how does a creative agency manage to act quickly yet thoroughly, stay strategic, and constantly uncover insights for immediate improvements?<\/p>\n<h5>3. Clients Staying Current<\/h5>\n<p>Working at a creative agency means a constant partnership with the client, and clients have constantly evolving needs. Most will have more than one target persona, creating a heightened need for more personalization. Providing a client with real-time insights is far more vital than insights from three months ago, and those insights need to be about specific people and solving specific problems. It&#8217;s not enough simply to have a huge quantity of data \u2013 true insights require a massive investment in infrastructure, a complete overhaul of process, ever-changing privacy concerns, and the dependency on other departments to help marketing do it. Keeping clients current is truly a moving target.<\/p>\n<p>Essentially, creative agencies need smarter, deeper, more insightful work at faster speeds for less money.[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=\u00bbmainpostimgbox\u00bb conditional_render=\u00bb%5B%7B%22value_role%22%3A%22administrator%22%7D%5D\u00bb][vc_column conditional_render=\u00bb%5B%7B%22value_role%22%3A%22administrator%22%7D%5D\u00bb][vc_row_inner equal_height=\u00bbyes\u00bb content_placement=\u00bbmiddle\u00bb el_class=\u00bbmainpostimgboxinner\u00bb][vc_column_inner el_class=\u00bbmainpostimgboximg\u00bb][vc_single_image image=\u00bb9004111222025019&#8243; img_size=\u00bbfull\u00bb alignment=\u00bbcenter\u00bb style=\u00bbvc_box_rounded\u00bb css=\u00bb\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=\u00bb\u00bb]<\/p>\n<h3 id=\"anchor2\">A Solution to the Problem<\/h3>\n<p>Once Church+State outlined the problems it faced, we at Sago set about finding a solution. Enter virtual audiences.<\/p>\n<p>What is a virtual audience? Put most simply, a virtual audience is an AI model that leverages LLMs but is trained on domain-specific data to simulate realistic responses from the perspective of specific consumer segments. It&#8217;s possible to generate both qualitative and quantitative responses, or to chat directly with the synthetic respondent. Virtual audiences are always available to provide insights and eliminate issues around participant privacy. And, as it would happen, a great solution to many of the challenges a top creative agency might face.<\/p>\n<p>We invested in a trial of virtual audiences to allow Church+State to add a research layer in moments when the research wasn&#8217;t already taking place. Rather than replacing traditional research services, synthetic respondents provided support when timing or budget would have precluded it \u2013 a win for efficiency and decision-making alike.<\/p>\n<h3 id=\"anchor3\">How Church+State Leveraged Virtual Audiences<\/h3>\n<p>Once the solution was in place, Church+State went about finding numerous ways to use the new virtual audiences.<\/p>\n<h4>Pitching a Post-Secondary Education Client<\/h4>\n<h5>Getting to Know Today&#8217;s Learner<\/h5>\n<ul>\n<li>Once the target personas were created, the Church+State team members spent time learning about them. Knowing what was critical to segments within their target audience helped them to quickly build an informed environmental scan that included specific recommendations for how the client could differentiate themselves.<\/li>\n<\/ul>\n<h5>The Environmental Context<\/h5>\n<ul>\n<li>While Church+State had its own assumptions about the target audience, it needed to test them to see how (or if) they rang true. Virtual audiences could create real-time personas that were reflective of a diverse and nuanced student body.<\/li>\n<\/ul>\n<p>Beyond these results, the virtual audience allowed Church+State to create a more informed and precise response to the challenge outlined in the opportunity, while maintaining efficiency. The timeline for the pitch was a mere seven days, and 95 other agencies were preparing to respond. Using virtual audiences helped Church+State cut through faster and ultimately win the business.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=\u00bb\u00bb el_class=\u00bbgreenpostquote\u00bb]The timeline for the pitch was a mere seven days, and 95 other agencies were preparing to respond. Using virtual audiences helped Church+State cut through faster and ultimately win the business.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=\u00bb\u00bb]<\/p>\n<h4>Ongoing Client Work<\/h4>\n<h5>Testing the Brief<\/h5>\n<ul>\n<li>When briefs became repetitive, Church+State needed a way to intelligently \u201cpoke holes\u201d and test what its experts thought they knew about their target. The team took the base target audience provided in its brief and expanded upon it using virtual audiences. The agency discovered that there was a potential oversimplification of the target audience and its needs. Church+State shared the new findings with the client to help develop key messaging.<\/li>\n<\/ul>\n<h5>Getting Deep<\/h5>\n<ul>\n<li>With its new personas, Church+State engaged in quarterly chats with them to ask them what they thought about the client brand\u2019s claims and service offering. This allowed the agency to not only keep up as the audience evolved and respond appropriately, but also to stress test its creative ideas accordingly.<\/li>\n<\/ul>\n<p>On the whole, virtual audiences allowed Church+State to break free of the one-and-done strategic deep dive typical of most agencies, and instead provide key insights on an ongoing basis. In turn, its clients are better informed of and prepared to address consumer behavior or attitudes that may have shifted virtually overnight.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\u00bb2\/3&#8243;][vc_column_text css=\u00bb\u00bb]<\/p>\n<h3 id=\"anchor4\">Are Virtual Audiences the Future of Market Research?<\/h3>\n<p>Having gone on this exploratory journey with Church+State, it&#8217;s very clear to us at Sago that there is immense potential in virtual audiences. While the technology is still very much evolving, an AI-powered audience does have some key advantages, including:<\/p>\n<ul>\n<li>Speed<\/li>\n<li>Cost-effectiveness<\/li>\n<li>Elimination of privacy concerns<\/li>\n<li>Addressing sample quality issues<\/li>\n<li>Infinite scalability<\/li>\n<li>Accuracy (if created with rigor and precision)<\/li>\n<\/ul>\n<p>Even with those benefits, synthetic respondents won&#8217;t replace the work insights professionals do now, but rather present a different, additional approach. When embraced, AI has the potential to become both a valuable collaborator and a catalyst for growth, as seen with Church+State. We can&#8217;t wait to keep exploring the important and exciting role virtual audiences specifically and Generative AI generally will have in market research and how to help our clients use these new tools to solve their biggest challenges.[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=\u00bbmainpostimgboximg\u00bb width=\u00bb1\/3&#8243;][vc_single_image image=\u00bb9004111222025025&#8243; img_size=\u00bbfull\u00bb alignment=\u00bbcenter\u00bb style=\u00bbvc_box_rounded\u00bb css=\u00bb\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row css=\u00bb.vc_custom_1718742234624{margin-top: 25px !important;}\u00bb conditional_render=\u00bb%5B%7B%22value_role%22%3A%22administrator%22%7D%5D\u00bb][vc_column][vc_column_text css=\u00bb\u00bb el_class=\u00bbcalloutmatte\u00bb]<\/p>\n<h4>Ready to do some exploration of your own? Connect with our team to learn how we can help solve your challenges.<\/h4>\n<p><a class=\"button\" href=\"https:\/\/sago.com\/en\/get-in-touch\/request-a-consultation\/\" target=\"_blank\" rel=\"noopener\">Find the right solution<\/a>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Discover how virtual audiences enhanced insights for better outcomes at a creative agency. <\/p>\n","protected":false},"author":6,"featured_media":9004111222025029,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13932,16583],"tags":[16644,13968,16709,16710],"video":[],"filter_name_method":[],"filter_name_product":[],"class_list":["post-9004111222025017","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-blog","category-featured","tag-artificial-intelligence","tag-respondents","tag-synthetic-respondents","tag-virtual-audiences","post_format-post-format-aside"],"acf":[],"featured_image_src":{"landsacpe":["https:\/\/sago.com\/wp-content\/uploads\/2024\/06\/virtual-audience-in-creative-setting-3-800x445.png",800,445,true],"list":["https:\/\/sago.com\/wp-content\/uploads\/2024\/06\/virtual-audience-in-creative-setting-3-463x348.png",463,348,true],"medium":["https:\/\/sago.com\/wp-content\/uploads\/2024\/06\/virtual-audience-in-creative-setting-3-300x200.png",300,200,true],"full":["https:\/\/sago.com\/wp-content\/uploads\/2024\/06\/virtual-audience-in-creative-setting-3.png",800,533,false]},"yoast_head":"<!-- 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