Recent Articles

Ipsos and Barilla put synthetic product testing to an empirical test. Across 260 validations, it matched human-sample decisions in 92% of cases and helped Barilla reject a risky Ragù recipe change. Read the paper for the method, value, and limits.

(A written debate from Crispin Beale, Simon Chadwick, Mike Stevens and Finn Raben)

Part three in a three-part series that explores synthetic respondents and their impact on the market research industry.

Part two in a three-part series that explores synthetic respondents and their impact on the market research industry.

Part one in a three-part series that explores synthetic respondents and their impact on the market research industry.

Synthetic data is starting to gather momentum in the insight industry. Creating and using synthetic data isn’t just a response to the increasing scarcity of real-world data. It is, in fact, a strategic tool designed to bridge significant data gaps.

What is synthetic data, how can we use it, and what are the risks?