Synthetic data is fast and increasingly convincing. But can you trust what it tells you, asks Graham Archbold?
AI has had a significant and mostly positive impact on how firms use market research. The biggest is in sifting through reams of data for nuggets of insight. The next pitch coming the way of professional services leaders promises more valuable data, delivered faster than ever.
Big names in research like Kantar, Gartner and Qualtrics are beginning to offer to collect client and market insight without troubling real respondents. Rather than undertake time-consuming and costly surveys or interviews, you take ‘seed data’ from past human responses as a foundation for synthetic answers.
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