In this episode, Charlie is joined by Ben Warner, co-founder of Electric Twin, to discuss how sports organisations can use synthetic audiences to get a much better understanding of their fanbase.

Enabled by advances in AI and behavioural science, synthetic audiences allow organisations to model how people think and behave, enabling them to test ideas before investing time and money. We believe this has the potential to dramatically change how sports organisations can understand their fanbase, and to do so at a scale and level of detail that would not be possible with traditional research. With funding from the likes of Atomico, Local Global and Mercuri, Electric Twin is working with organisations such as The Times and Virgin.

In this episode:

• How Electric Twin have tested their models to make sure the data is at least as accurate as traditional research
• Why Ben views sports as such a fertile territory for synthetic audiences
• How your commercial partners can test creative and activation ideas against your synthetic audience
• How you can use existing data to establish your own synthetic audiences quickly and easily
• Why framing the question wrong isn't an expensive or timely mistake - you can just ask again immediately
• How you can test contentious issues - such as ticket price rise - in private, and avoid public backlash
• What their recent $10m Series A means for their entrance into the USA and the sports industry