In this forward-looking masterclass, Ray Poynter explores how synthetic data is transforming market research, analytics, and decision-making. Drawing on the latest research, real-world case studies, and industry standards, this session unpacks both the opportunities and limitations of using synthetic data for insights.

You’ll learn:

  • What synthetic data and personas are — and how they differ from real-world data.

  • How AI-powered methods like SMOTE, GANs, and diffusion models can boost or replace traditional samples.

  • When to use data augmentation, imputation, and digital twins effectively.

  • How to evaluate the accuracy, reliability, and bias of synthetic data systems.

  • What to ask your vendors and data partners before adopting these technologies.

Featuring examples from Ipsos, Quest Mindshare, Fairgen, LivePanel, and Evidenza, this course bridges cutting-edge AI research with practical market research applications. You’ll gain clear guidance on how to test, validate, and implement synthetic data safely, whether you’re buying, using, or building AI-powered research tools.

Available as a recorded session, this course is perfect for:

  • Insight professionals, analysts, and data scientists

  • Research buyers evaluating AI-based platforms

  • Agencies exploring synthetic data strategies

  • Academics and innovators studying the next wave of market research methods