The tool, called Message Testing, allows marketers and researchers to identify top-performing messages, discover what motivates different audience segments and determine market fit.

The synthetic respondents the tool is based on, which are built from real human panel data and run by PersonaPanels’ synthetic data engine, aim to mimic real audience behaviours, preferences and interests through continuous exposure to relevant digital content.

Message Testing delivers feedback on messaging through interest scores and text-based experiments, and also allows targeted testing across generational cohorts and uses importance testing to isolate the most important elements of a message.

Young Ham, global head of innovation and partnerships at  Pureprofile, said: “By removing the traditional bottlenecks of research, we’re giving marketers the power to test, learn and adapt in real-time, without compromising on rigour.”