#165 - How AI Is Killing Traditional Market Research: Peter Weinberg

Episode notes

Peter Weinberg is the founder of Evidenza, an AI-powered synthetic research platform, and a former LinkedIn executive where he co-founded the B2B Institute. Over a decade at LinkedIn, Peter helped reframe how B2B brands think about growth - shifting the industry's focus from bottom-of-funnel conversion toward brand building, mental availability, and reaching buyers before they enter the market. His work draws heavily on the Ehrenberg-Bass Institute's frameworks, and he's collaborated with some of the world's largest B2B organisations on marketing strategy and segmentation. Most market research never gets done. It's too slow, too expensive, and the people you most need to reach - CFOs, in-house counsel, niche enterprise buyers - simply don't take surveys. So companies either skip research entirely or make decisions based on what the sales team heard from the three customers who called last week. Synthetic research changes that equation. By using AI to simulate statistically representative populations of real customer types, organisations can now get directionally accurate, quantitative customer intelligence in a fraction of the time and cost of traditional research.

• #169 - AI Is Doing the Junior Work. Who Becomes Your Next Senior Leader? | Carrol Chang71 / 100
• #168 - Why Good Companies Go Bad: Eric Ries80 / 100
• #167 - Your Company's Biggest AI Advantage Is Already Sitting in Your Database: Scott Snyder70 / 100
• #166 - Your Business Model Has an Expiry Date: Dr. Nadya Zhexembayeva
• #164 - How Coach Went From $6M to $5B Without Losing Its Soul