FAQs
What's the impact of AI on brand tracking? Dr. Henk Pretorius, co-founder of Timelaps, sees AI-generated data (like synthetic data, synthetic personas, and digital twins) as an additive measure, not a replacement for real data.
Timelaps speaks to real (human) category buyers. The value of brand tracking lies in understanding how real people currently in the market experience your brand. AI is how Timelaps gets to results and insights faster. In the back office, AI speeds up analysis, data cleaning, and survey scripting. In front of the client, it powers an AI analyst that helps them actually understand their results.
Henk spent 20+ years in market research and built and sold the largest digital research agency in Africa.