Sascha Eder

CEO

NewtonX

Sascha leads NewtonX as CEO and co-founded the company in 2017 with the vision of leveraging automation and AI to create the world's leading B2B research company. Before co-founding NewtonX, Sascha was a management consultant at both McKinsey & Company and the Boston Consulting Group, and worked at P&G as a financial analyst. Sascha holds a Master's in Management from MIT and a Master's in Management from HEC Paris. Originally from Germany, Sascha was a member of the German national track and field team and is still a passionate runner.

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

Rachel Ousley

B2B Research & Insights Lead, Canva

Speaker

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