The move will allow brands and agencies to conduct virtual surveys, with behavioural and social signals used to model audience responses.

Organisations can use the digital twins to gain insight on how audiences are likely to respond to messaging, creative, products, policy questions and brand positioning.

The digital twins are built on StatSocial’s PeopleGraph and KnowledgeGraph, which cover around 100 million US adults.

The platform uses observed behavioural attributes including media consumption, influencer affinities, interests, demographics and professional signals, combined with traditional demographic and household data. StatSocial said that combination allows it to survey specific audiences that traditional research methods may struggle to reach. This could include niche fan communities, creator followings and regional voter groups, according to the company.

The ‘Digital Twins’ platform models responses at the individual twin level, then indexes them against general population or custom audience baselines. It returns quantitative results and a written rationale that explains how audiences are likely to think and respond.

David Barker, chief executive, StatSocial, said: “Digital Twins starts with real groups and the behavioural signals tied to what they follow, watch, read, and buy. That allows marketers to survey audiences that are traditionally difficult to reach and better understand how those audiences are likely to respond before campaigns ever go live.”