Evidenza and Candor both answer customer questions with synthetic participants (often called synthetic users) instead of recruited people, but they sell different things. Evidenza is a research team that surveys thousands of synthetic customers and hands marketing leaders a go-to-market plan. Candor is software you run yourself: one-to-one interviews with participants built from evidence about a type of customer, with each detail labeled by what it rests on.
| Dimension | Evidenza | Candor |
|---|---|---|
| What it's for | Go-to-market work for marketing and sales teams: segmentation, positioning, creative testing, personas and brand measurement | Product and customer research: problem discovery and validation, and testing concepts, names, messages, value propositions and prices |
| What a participant is | A synthetic customer with personal and professional details, such as a birthday, job title, company size and industry | A participant built from evidence about a type of customer, with an invented name. It matches no real person. |
| What it's built from | A description of your target audience. Past research can help but isn't required, and Evidenza says it takes in no customer data. | Your uploaded research first, then web research. Personality traits come from published population data for the participant's region and occupation. |
| Size | Thousands of synthetic customers per study | Up to 24 participants per audience, built for each study |
| How you ask questions | Quantitative surveys and qualitative interviews, exported as a go-to-market plan | One-to-one interviews, run by you or by Candor's automated interviewer, followed by a written report |
| Who runs it | Evidenza's team, as a full service with results in 72 hours. A self-serve platform is listed as coming soon. | You do, in the app, from the day you sign up |
| B2B and B2C | Both, with a lead focus on hard-to-reach B2B buyers | Both, modeled separately. B2B participants carry a role, company, buying committee position and current tools. |
| Accuracy claims | 88% accuracy across 100+ validations against traditional research, by Evidenza's account. The method isn't published on its site. | None. Candor hasn't yet published a test of its output against real people. |
| Pricing | Custom proposals. No public prices. | Free: $0 a month, $10 per automated interview. Standard: $75 a month, $7 per automated interview. Interviews you run yourself are free. |
Evidenza facts come from evidenza.ai, its FAQ and about page, plus a 2024 Mi3 interview with its co-founder, checked on September 26, 2026. If a row is out of date when you read this, tell us and we’ll fix it.
The difference is what you buy. Evidenza sells an outcome for marketing and sales leaders. Its team builds a synthetic sample of thousands of customers, surveys and interviews them, and delivers segmentation, positioning, creative scores and a go-to-market plan. Its site says the plan is designed to resonate with C-suite executives.
Candor sells a tool for the team doing the research. You describe your audience, review the evidence Candor gathers about it, and interview a small set of participants one at a time. Candor is built for product questions: is this problem real, does this concept make sense, which name or price lands, and why.
The shape of the output follows from that. Evidenza gives you numbers across thousands of synthetic respondents, plus interviews. Candor gives you depth from a few dozen conversations, and interviews are not polls: it won’t tell you what share of a market holds a view.
Scale for survey questions. Evidenza generates thousands of synthetic customers per study and puts a full survey to them. If your question is quantitative, such as ranking category entry points or scoring ads against each other, that scale is what you need, and Candor doesn’t offer it.
Hard-to-reach B2B buyers. Evidenza’s home page leads with the hardest-to-reach B2B buyers, such as CEOs, CIOs and CFOs, who it says are often too expensive or nearly impossible to reach with traditional surveys. In a 2024 interview with Mi3, co-founder Peter Weinberg described building them by having language models read what a category’s buyers have said in earnings calls, analyst reports and news articles.
A team that delivers the plan. The full service covers research design, fieldwork, analysis, recommendations and a marketing plan, with results in 72 hours. If you want answers without running research yourself, that’s the offer.
Marketing science and a client record. Co-founder Peter Weinberg founded the LinkedIn B2B Institute, and the about page lists marketing professor Mark Ritson among its advisors. The home page describes a ServiceNow project that replaced 12 months of research with a 30-day sprint, and claims 88% accuracy across more than 100 validations. Candor is newer. If a marketing-science pedigree and enterprise case studies matter to your procurement case, Evidenza has them and we don’t yet.
Candor gathers evidence about your audience before anyone exists to interview: your own research first, then web research. It groups the audience from that evidence and builds each participant from it. Personality traits are drawn from published population data for the participant’s region and occupation.
B2B and B2C are separate models. A B2B participant has a job title, seniority, company size, industry, decision scope, a place on the buying committee and the tools they use today. Their cognitive biases are chosen for organizational buying, where status quo, sunk cost and career risk rate as the most relevant. A B2C participant is modeled as a person deciding for themselves.
The details about who a participant is, how they behave, what they believe and how they talk each carry a label. Personality and bias scores don’t. Grounded means there’s something you can check behind it. Derived means it follows from the evidence without a source stating it outright. Assumed means Candor filled it in and says so. How it works walks through the full process.
Evidenza gives you scale, a finished plan and a published accuracy claim. What you give up is control and visibility. The research is run for you, its site describes how synthetic customers are built only in general terms, and it doesn’t say how the 88% figure was scored.
Candor gives you the study itself. You review the evidence before any interview runs, you can read what each participant’s profile rests on, and you can interview a participant again, who remembers the earlier conversation. What you give up is scale and a validation figure. Candor hasn’t yet published a test of its output against real human answers, and the skeptics have a point about treating any synthetic finding as final.
Price is the other difference. Evidenza quotes each engagement. Candor has a free plan and charges per automated interview, with no contract, so a small team can run a study this week. The pricing page has the details.
Choose by the question you need answered, and by who you want running the research.
This comparison is one of several. See Candor vs Synthetic Users for another self-serve synthetic research platform, Candor vs Brox for digital twins of real people, Traditional vs synthetic user research for survey research with real people, or the full comparison hub. For an overview of the category, see what is synthetic user research.
Yes, for some jobs. Both put questions to AI participants instead of recruiting real people, so teams weigh one against the other. They're built for different buyers, though. Evidenza is a managed service for marketing and sales teams: its staff run surveys and interviews with thousands of synthetic customers and hand back segmentation, positioning and go-to-market plans. Candor is software you run yourself: one-to-one interviews with up to 24 participants built from evidence, aimed at product and customer research. If you want a research team to deliver a marketing plan, Evidenza fits. If you want to run the study yourself this week and see what each answer rests on, Candor fits.
Evidenza doesn't publish prices. Its FAQ says pricing is customized to the scope of the research and asks you to contact the team for a proposal. Candor publishes its pricing. The Free plan is $0 a month with $10 automated interviews. Standard is $75 a month with $7 automated interviews. Interviews you run yourself are free on both plans. A 24-participant study on Standard costs $243 in its first month, monthly fee included.
No. Evidenza's FAQ says it works in both B2B and B2C, across all sectors. Its home page leads with hard-to-reach B2B buyers such as C-suite executives, and two of its founders come from LinkedIn. Candor also covers both, and models them separately. A B2B participant carries a job title, seniority, company size, industry, decision scope, buying committee role and current tools, and their cognitive biases are chosen for how organizations buy. A B2C participant is modeled as a person deciding for themselves.
Evidenza claims 88% accuracy across more than 100 validations, which it describes as the average match between its synthetic research and traditional research. Its site doesn't say how the match was scored or which studies were included, so ask for the method if the number matters to your decision. Candor has no comparable figure. It hasn't yet published a test of its output against real human answers. Treat Candor's findings as a map of what to test with real customers next, not a forecast.
Not yet, according to Evidenza's site. Its current offer is a full-service engagement: Evidenza's team designs the research, creates the synthetic sample, runs it and presents results, which it says take 72 hours. A self-serve platform is listed as coming soon, with a waitlist. Candor is self-serve today. You describe your audience, review the evidence, build participants and run interviews in the app.
Neither requires it. Evidenza's FAQ says it doesn't take in any customer data or personal information, and needs only a description of your target audience, though past research can help. Candor also starts from a description of your audience and adds web research. It treats any research you upload, such as interview transcripts or survey exports, as its strongest evidence, and pulls findings about a type of customer out of those files. You can remove names and identifiers before you upload.
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