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.
An outlook of what NPD cycles can look like with agentic AI and robotics
This Ipsos study on synthetic data in product testing emphasises its potential to enhance human data collection when traditional methods are costly.
We’re more than our senses
6 min readTaking product development to the next level