ARF MSI Analytics & Forecasting 2025

Synthetic data—artificially generated data that mirrors real-world patterns—is gaining traction as a tool for enhancing market research while addressing privacy and compliance challenges. It is already being used in concept testing, product development, packaging and pricing studies, market sizing, and consumer trend research.

For timely insights into this evolving capability, MSI and the ARF are co-producing the ANALYTICS & FORECASTING conference, where attendees can engage in discussions about the opportunities and limitations of modeling in market research applications and to showcase innovative work from academia and the business sector.

Join us on September 30^th to hear more about Synthetic Data in Action: Ipsos’ Human-Centered Approach to AI Research 
Synthetic data—especially through tools like PersonaBots and digital twins—is transforming market research by enabling faster project turnaround times, greater efficiency, and a powerful new way to access insights. In partnership with Stanford, Ipsos is building a ground-truth database to validate these AI-generated responses. While synthetic participants offer real-time interaction and can simulate hard-to-reach segments, a human-in-the-loop, ethically grounded approach is necessary to ensure accuracy and accountability. The potential is significant, but only with transparent methods for validation and thoughtful strategies to blend human and synthetic respondents.

Speakers:

• Stephanie Bannos-Ryback, EVP Transformation & Change Management, Ipsos
• Xufeng Wang, Ph.D. Partner and Chief Data Scientist, Ipsos U.S. Data Labs