synthetic data
Partner Content
Five Questions To Ask When Choosing Your Synthetic Research Partner
Learn how to evaluate synthetic research tools with 5 key questions on data generation, model validation, and human insight.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
Sascha Eder of NewtonX on Trust in Synthetic Personas
NewtonX CEO Sascha Eder explores synthetic research, AI innovation, entrepreneurship, resilient team...
The Synthetic Respondent Problem Nobody's Talking About
Explore the research industry's trust crisis, from measurement standards and MRC accreditation to AI...
Karen Lynch
Chief Programming Officer at Greenbook
Why Panoplai Earned Greenbook's Industry Impact Award at IIEX North America 2026
6 min read
Panoplai received Greenbook's Industry Impact Award at IIEX North America 2026 for a vision that connects research, AI, and decision-making into a sin...
Karen Lynch
Chief Programming Officer at Greenbook
How to Get Real Insights from Synthetic Personas
6 min read
Learn when to use synthetic personas, how to validate AI-generated insights, and where human research remains essential.
Ashley Shedlock
Content Producer at Greenbook
Future Trends Emerging in Mixed-Method Marketing Research
7 min read
Explore the future of mixed-method marketing research, including AI, synthetic data, continuous insights, and evolving research workflows.
Ashley Shedlock
Content Producer at Greenbook
Ultra-Processed Data: Are We Heading for an Insights Health Crisis?
6 min read
Learn the risks of synthetic data and why high-quality human data remains essential for trusted market research insights.
Phil Sutcliffe
Managing Partner at Nexxt Intelligence
Partner Content
Why the Model Behind Your Synthetic Research Tool Matters
4 min read
Learn how to evaluate synthetic research tools and build confidence in AI-generated data for better business decisions.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
Patrick Comer on Building the Infrastructure Behind Modern Market Research
Patrick Comer discusses AI, research quality, synthetic data, leadership, and how Cint is shaping th...
Synthetic Data: A White Paper on Fundamentals
13 min read
Synthetic data is a powerful research tool when used wisely. Learn where it delivers value, where human research remains essential, and how to use it ...
Vijay Raj
Independent Consultant at Incite Growth
Kristi Zuhlke: Stop Talking About AI and Start Building
Explore Kristi Zuhlke's practical approach to AI, synthetic consumers, and how insights teams can st...
Ethical by Design: The Questions Every Mixed-Method Research Team Should Be Asking
8 min read
Explore the ethical questions researchers should ask when combining surveys, interviews, AI analysis, synthetic data, and behavioral tracking in mixed...
Ashley Shedlock
Content Producer at Greenbook
Partner Content
The Future Role of Communications Is Taking Shape
8 min read
Communications teams face rising pressure to prove impact. As AI accelerates content, data-driven insights are becoming essential for defensible decis...
Karen Lynch
Chief Programming Officer at Greenbook
Insights Depend on Human Participation and Trust
2 min read
The GRIT 2026 data shows quality infrastructure still matters most, with trusted panels and fraud detection remaining essential in AI-driven research.
Janice Caston
EVP Marketing at Dynata
We Built a Faster Factory. Now What Are We Producing?
2 min read
The GRIT Report reveals a tension in research: teams want faster, cheaper methods, yet still rely on deep human insight to avoid losing quality.
Holland Martini
Chief Insights Officer at GoodQues
The AI Divide: Navigating the New Research Landscape
3 min read
A 2026 industry survey explores how AI-enabled agencies are reshaping market research, from workflows and skills to client expectations and value crea...
Piers Lee
Founder and Managing Director at Novema
Hidden Bias in Synthetic Research: How GenAI Can Undermine DEI in Market Insights—And What To Do About It
9 min read
Generative AI can transform research, but hidden bias risks distorting insights. Learn how inclusive data and oversight support fair, trustworthy outc...
Catherine Schwartz
Marketing & E-commerce Specialist
Karen Lynch
Chief Programming Officer at Greenbook
Partner Content
AI Agents Are Here to Run the Research Workflow, but Researchers Make Sure It Leads Somewhere Worthwhile
4 min read
Agentic AI is reshaping market research with end-to-end automation. The future belongs to researchers who guide the questions and standards.
Ali Henriques
Head of Market Research at Qualtrics
From Panels to Behavioral AI: Vin DeRobertis on the Future of Insights
Generation Lab President Vin DeRobertis discusses behavioral data, AI, synthetic insights, and the e...
AI In Market Research Is Meaningless Unless It Changes Commercial Outcomes
4 min read
AI only matters in market research when it improves decisions, shapes investment, and increases the odds of market success.
Abigail Stuart
Founding Partner at Day One Strategy
A.I.: The Good, The Bad, The Ugly
6 min read
AI is reshaping data and business structures. Will your transformation balance speed with rigor, trust, and authentic decision-making?
Finn Raben
Founder at Amplifi Consulting
Partner Content
The Research Stack Has a New Layer: Synthetic. Here's Where It Actually Belongs.
8 min read
Synthetic panels built on validated human data reduce early-stage testing waste, helping teams extend the value of every research dollar.
Ali Henriques
Head of Market Research at Qualtrics
Synthetic Hype vs. Reality: Where AI in Insights Is Actually Heading
In the Exchange episode 127, Karen Lynch and Lenny Murphy unpack synthetic data, AI limits, and the ...
Optimistic, but Not Yet Ready: What Our Latest MRII Study Reveals about the Future of Insights
5 min read
Market Research Institute International study finds an optimistic field despite AI lag and skill gaps. The future belongs to those who turn insights i...
Ed Keller
Executive Director at Market Research Institute International (MRII)
The Future Role of the Researcher Is Taking Shape
6 min read
As AI accelerates research, the insights role isn’t disappearing, it’s evolving. Discover how researchers shift from creators to guardians of quality ...
Karen Lynch
Chief Programming Officer at Greenbook
What Synthetic Research Can Do Now, and What It Still Can’t
6 min read
Synthetic research is evolving fast. Beyond the hype, what can it truly do well today — and where does it still fall short for insights teams?
Karen Lynch
Chief Programming Officer at Greenbook
Who Do You Trust? Rethinking Data, AI, and Decision Making
Synthetic data is becoming core infrastructure. Explore new tools, AI agents, and the real challenge...
AI in Market Research: How Leadership and Insights Are Evolving
How AI is reshaping market research, leadership, and decision-making—plus what it means for the futu...
Qualtrics X4 and the New Questions Facing Insights Leaders
10 min read
Qualtrics X4 2026 marked a pivot from AI hype to trust and action. Explore how insights leaders navigate synthetic research and the evolving role of j...
Karen Lynch
Chief Programming Officer at Greenbook
Why AI Means We Need to Double Down on Insight Communication
5 min read
GRIT shows clients want better insight communication, business connection, and internal advocacy. In 2026, AI can help teams amplify impact and influe...
Alex Holmes
Director at Shape Insight
Why Data Quality Still Requires the Human Touch in an AI-Driven World
5 min read
As AI and synthetic data scale research, human oversight remains essential to ensure data quality, trust, and credible decisions.
Marco Otero
Vice President Sales at Cint
Partner Content
Why Market Research Risks Losing Its Seat at the Decision-Making Table
5 min read
Cint’s Phil Ahad warns that brands are bypassing research due to speed, cost, and quality. Can the insights industry evolve fast enough?
Phil Ahad
Managing Director, Data at Cint
Partner Content
Testing Synthetic Data Against Academic Benchmarks: A Replication Study
7 min read
Qualtrics examines how synthetic data performs against academic benchmarks, addressing trust and validation gaps in AI-driven research.
Derrick McLean, PhD
Product Scientist, Edge COE at Qualtrics
Reimagining Product Testing with AI & Synthetic Data
6 min read
Explore AI and next-gen tools transforming product and concept testing. See live demos and learn how teams move faster from ideas to evidence.
Ashley Shedlock
Content Producer at Greenbook
Synthetic Data & Augmented Sample: A Practical Guide for Modern Research
4 min read
Synthetic data explained: how researchers use augmented sample to boost power, protect privacy, and move faster.
Ashley Shedlock
Content Producer at Greenbook
Digital Twins Are the New A/B Test—But Most Executives Can’t Define Them
5 min read
Discover how B2B leaders are leveraging digital twins to gain a competitive edge. This report clarifies misconceptions and offers actionable insights.
Neil Dixit
Founder and CEO at Panoplai
Brand Side Roles and Teams – A View of Today and What Is Ahead?
2 min read
AI is blurring lines between researchers and analysts. GRIT reveals analysts driving AI adoption while researchers uphold methodology and quality.
Alain Briancon, PhD.
Vice President of Research & Data Science Research Sciences at Dynata
Inside Morning Consult: AI and the Future of Insights
Morning Consult CEO Michael Ramlet joins Lenny Murphy to unpack real-time data, AI, and synthetic in...
The Value of Time in Research: How AI Shifts the Equation
6 min read
The real ROI of research is insights per minute. AI-driven qual, quant, and synthetic data boost efficiency and elevate decision impact.
Jason Talwar
Principal VP, Methods & Innovation at NewtonX
From Data to Decisions: How Synthetic Data, Custom Agents, and Human Co-Creation Will Shape the Future
5 min read
Synthetic data, AI agents, and human-AI co-creation are key to cutting through hype and helping insights teams make faster, better decisions.
Thor Olof Philogène
CEO & Founder at Stravito