Synthetic Data in Practice: From Boosting to Digital Twins

Synthetic data is attracting huge interest across the research industry, but alongside the excitement there is also considerable uncertainty about what it can realistically deliver. In this webinar, we discuss the practical application of synthetic data in market research, moving beyond the hype to examine where it can genuinely add value, and where caution is needed. The session demystifies four key applications: data boosting, data imputation, AI personas and digital twins, explaining how they differ, the types of research challenges they can address, and their respective benefits and limitations.

The webinar also tackles some of the critical questions surrounding synthetic data, including validation, statistical testing, and the relationship between synthetic data and human respondents. A real-world case study then follows the journey of applying synthetic boosting to a complex global tracking programme – from the initial challenges through to the lessons learned from implementation. It demonstrates why data preparation, clearly defined use cases, appropriate validation, and simplification are often more important than the sophistication of the technology itself.