Why Talking to 10 Customers Beats 10,000 AI Insights

Are your customer insights grounded in reality - or just AI-generated guesswork?

Synthetic research is everywhere. It looks real, sounds strategic, and gives you confident answers. But according to Gia Laudi, it’s BS if it isn’t rooted in real conversations with actual customers.

In this episode, Jochem Van Der Veer (TheyDo CEO) breaks down the false confidence synthetic insights create - and why teams relying on AI to define personas, journeys, and jobs to be done are building on sand.

What You’ll Learn:

• Why synthetic research is tempting - and dangerous

• Six common traps hiding in plain sight

• Why real conversations with 10-12 customers outperform 1,000 AI-generated “insights”

• How to anchor your growth in reality using a hybrid model

• What CX teams, marketers, and product leaders miss when nuance is stripped away

• The risks of basing strategic decisions on data that “sounds right” but isn’t real

• Why research is meant to reduce uncertainty, not fake clarity

Join the conversation:

When was the last time your team talked to 10 real customers before making a big decision?

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