Rachel Ousley

B2B Research & Insights Lead

Canva

Rachel Ousley is a behavioral scientist with an MSc in Social Cognition from UCL. She currently leads B2B research and insights at Canva, and previously was a researcher in the ads marketing team at Google. She also worked at the strategic insights agency Canvas8 where she led research for brands like Chanel, Adidas, Vans, Mars, and Diageo. Before that, she worked in strategic communications for clients like Google, Salesforce, Autodesk, and Shopify.

Sessions

Oct 28

11:20 AM - 11:40 AM PDT

Green Stage

Synthetic Data & Personas

Research Ops & Democratization

B2B & Enterprise Research

Synthetic Personas: Always-On Buyer Insights

Synthetic research is one of the most consequential shifts in market research, and one of the most misunderstood. Not all methods are equal, and using the wrong one carries real risk. This session maps the landscape, shows where synthetic personas fit, shares guardrails to use them with confidence, and offers a look at where the category is heading, including self-serve flows in NewtonX Hub.

Key Takaways:

1. Four types of synthetic research, best uses, and limitations for each

2. How Synthetic Personas fit into the synthetic research landscape and alongside primary research

3. The guardrails needed to build a Synthetic Persona you can trust

Also speaking

Sascha Eder

CEO, NewtonX

Speaker

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