Carel Martten Lechtmets
Founder & Head of Research
Carel Martten Lechtmets is the Founder and Head of Research at Replism, the synthetic audience platform.
LinkedInA plain definition of synthetic audiences: AI-generated populations that behave like real ones, how they are built and calibrated, what they are good for, and what separates a defensible one from a generic LLM wrapper.
The human self-replication ceilingThe empirical ceiling on survey reliability, derived from test-retest research and Park et al. (2024). A reference for evaluating synthetic audience accuracy claims.
What is a cohort?What a cohort is across four research traditions, what AAPOR disclosure elements require, and why cohort precision determines synthetic audience fidelity.
What is a synthetic respondent?The individual record in a synthetic study: how it differs from a persona, cohort, or audience; grounded vs prompted approaches; where it works and where it fails.