Digital twins: from promise to practice

Digital twins offer a new way for teams to understand people and make decisions with greater speed and confidence. Built on real human and cultural insight, they give brands a practical way to explore behaviour, test ideas and move faster while staying well‑informed.

This session introduces what digital twins are, how they work and where they can be applied across innovation and brand development. We share early use cases, including work with Bettys & Taylors, and show how twins can support teams with or without existing research communities. You will also hear how cultural interpretation and futures thinking strengthen the value of twins, helping brands understand how people may shift and how to stay relevant as the world changes.

Designed as an educational deep dive, this session gives teams a clear starting point: what digital twins can help you do, how they unlock faster decision‑making and how to begin exploring synthetic insight in a practical, tangible way.

If you want to understand the promise of digital twins — and how to put them into practice — this session is for you.