Independent creative agency Paper Moose has today released a thought-provoking white paper exploring how synthetic focus groups can supercharge communication strategies for values-driven organisations.
Titled ‘EmpathAlsing with the Manosphere: How Synthetic Focus Groups Can Unlock More Effective Comms’, the paper introduces “crash test creative”: a methodology that uses rapid creative iteration on synthetic audiences to build marketing “playbooks” that help communicate more effectively to hard-to-reach demographics.
Their practical deep dive arrives as organisations worldwide grapple with widening ideological polarisation, from climate change scepticism to vaccine hesitancy and online radicalisation.
“A tool like Moose Review provides a new pathway to reaching the unreachables,ˮ says Paper Moose Creative Lead and recent psychology graduate, Jazz Twemlow.
“When values-led, or evidence-based messaging, is perceived as a mandate or moral lecture, it sends audiences straight into the arms of more emotionally resonant, but often harmful, counter-narratives. Emerging technology presents new ways we can understand, and therefore connect with, any audience more successfully.ˮ
At the heart of this approach is Moose Review, Paper Moose’s proprietary synthetic focus group testing platform. The tool enables agencies and brands to test creative concepts – from storyboards and scamps to finished videos – on custom-built AI audiences that respond with 87 per cent correlation to their human counterparts.
The paper was launched at the second of Paper Mooseʼs “Human Vision, Machine Precisionˮ events, a series focusing on promoting creative effectiveness in conjunction with emerging technology.
