The Secret Behind Instant Audience Feedback

12 Mar 2026 · 1 min

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Dom Monkhouse describes synthetic audiences, a technology that simulates real customer bases to deliver survey-level feedback in seconds instead of weeks. He compares it to the military OODA loop, arguing that businesses that cycle through observation and decision faster gain a decisive advantage.

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What we're building, so synthetic audiences, just allows a completely different form of engagement with your customer base or, for example, with the Times, with their readership. You can get immediate feedback, the same level of accuracy that you would do from like traditional surveys or focus groups, but you're getting it in seconds. So you can have this ideation and decision-making in a very different manner to the way in which businesses have been running it before. If you wanted to move quickly in the past, you basically just had to make a decision based off your own experience, which is really difficult when you're looking at like broad audiences of lots of different makeups. Of different opinions, cultures. And this allows decision-making at speed. You know, in the military, we used to talk about the OODA loop, which is this concept of observe, orientate, decide, act. It was a guy called John Boyd who was an American fighter pilot, and his concept was the faster you could cycle through the OODA loop, then you've got a decisive advantage. I think that's very true for businesses.