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A report1 we recently read, highlighted a new trend in market research – the use of synthetic data.
Synthetic responses, which use AI-generated data to simulate human input, offer potential as a tool to complement traditional research methods. While they may present some interesting opportunities, understanding how this fits in with your market research strategy is key:
- According to the report, synthetic responses can be beneficial for package, naming, and message testing.
- The findings also suggest that using synthetic data alongside human responses ensures that research findings remain accurate and meaningful.
- Additionally, synthetic responses have the potential to enhance sample diversity by filling demographic gaps and providing broader insights.
Our Perspective
At TBI, we see synthetic responses as a complementary tool that can add value in certain areas, such as message testing. However, it’s not a substitute for gathering both quantitative and qualitative feedback, which remain essential for informing strategic projects and gaining deeper insights into audience needs.
Over the next few months, we’ll be looking at how we might include insights from synthetic data into our message testing research projects, and we’ll keep you posted on what we learn.
