The personas are trained on a combination of clients’ own research and NewtonX’s professional data, with uses including simulating specific buyers, testing messaging and stress testing product features, with the tools intended as an ‘always-on’ tool to complement researchers’ work.

NewtonX said that the personas operate using ‘B2B buyer persona shells’ that are rooted in demographic and behavioural characteristics from behavioural, attitudinal and professional data collected from B2B professionals.

The ‘shells’ are then paired with a client’s proprietary data, with the intention of reflecting how specific buyers would actually respond, rather than approximating them.

The personas are designed to learn from new research studies added by clients, with teams interacting with the persona through a chat-style interface that returns both qualitative and quantitative outputs.

NewtonX said that the personas are locked exclusively to the client’s organisation, and therefore never shared across a marketplace.

Sascha Eder, chief executive and co-founder at NewtonX, said: “Synthetic research is one of the most consequential shifts in B2B market research, and one of the most misunderstood.

“Not all synthetic methods are equal, and a synthetic panel built on unverified, general-population data will confidently give you wrong answers.”