Nonsumers

NONSUMERS

Fantastical people who only live in your marketing briefs.

OPEN A PACK

Ten random Nonsumers in every pack.

We’ve used synthetic audiences to create consumer personas, the kind you find in any product design doc, marketing brief or media buy. We found 100 people who don’t exist in the real world. Synthetic audiences are trained on what people have shared online, idealised and performative versions of themselves they wish existed—but thankfully don’t have to live up to.

The problem is when we design our campaigns, products and brands to meet their needs and values, because at best we end up talking to no-one, at worst we end up perpetuating stereotypes, demands and anxieties. At Early Studies we use AI too, frequently, but never to understand people. Instead, we talk to real ones and ask questions that cut through the performance, the biases and the manifestations.

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