Electric Twin

Electric Twin is an enterprise research technology company that builds synthetic audiences — large-scale simulations of real people — from a client's own customer and research data or from high-quality real-world data. Clients query these simulated audiences directly through the company's platform, typing questions in natural language rather than designing surveys or recruiting panels, and receive research-style outputs in seconds, with the ability to drill into any answer through follow-up questions.

The company describes a four-step workflow: it constructs an audience reflecting the client's real customer segments from existing research data; the client asks questions in the platform; results are returned as insights; and the client iterates with follow-ups. The simulations are described as grounded in social science research and validated against real-world benchmarks, with the company positioning them as an alternative to traditional surveys and focus groups. Stated use cases span marketing (validating messaging and creative concepts), product (early concept testing to inform roadmaps), insights and research (on-demand rather than quarterly research cycles), and brand and strategy work.

Founding story

Co-founder and Chief Data Scientist Dr Ben Warner, previously Chief Data Advisor to the Prime Minister, states the company was built so that businesses would not have to guess what their customers think and could instead ask and receive answers in seconds rather than weeks.

Business model

Electric Twin sells access to its synthetic-audience platform to enterprises, building a bespoke audience from the client's data and allowing unlimited questions and iterations at no additional cost, according to the company's platform highlights.

Traction

The company cites The Times as a customer, quoting its Director of Data Operations as saying the organisation moved from rationing research to running it on demand with ten times the output from the same team, and reports tens of thousands of hold-out evaluations, including 50,000 evaluations across 155 countries, with a 96% match rate against real-world tests.