Heatseeker's AI personas are only as useful as the data behind them. Without real consumer context, they give generic answers that don't help teams make decisions.
Heatseeker builds AI personas and synthetic panels that brands can talk to. For one DTC children's apparel brand they work with, Heatseeker used Faraday to add real consumer context to the brand's customer data, so the personas it built reflected who the brand's customers actually are.
The brand had years of transactional data but little context about who its customers were, including their households, life stages, lifestyles, and what drives them to buy.
Faraday enriched the brand's customer list with 1,400+ consumer attributes from the Faraday Identity Graph, grouped customers into personas, and delivered the enriched list to Heatseeker in anonymized form. Faraday also built custom audiences from those segments for channels like Instagram.
Heatseeker ran market experiments on Instagram against the Faraday segments to test which jobs-to-be-done and pain points drove behavior, then combined the results with Faraday's persona data to power its AI persona avatars.
The result was AI personas grounded in real customer context, which anyone at the brand can chat with. Heatseeker got there without building or licensing its own consumer dataset.
