Ipsos Partners with Stanford University to Pioneer the Future of Market Research with Synthetic Data

Ipsos announces a groundbreaking partnership with Stanford University's Politics and Social Change Lab (PASCL) to pioneer the use of AI and synthetic data in market and public opinion research. The collaboration will center on creating and rigorously validating digital twin panels – virtual representations of real-world survey respondents – to dramatically enhance the speed, efficiency, and security of data collection. 

Ipsos and Stanford’s PASCL are collaborating to build and test the effectiveness of synthetic respondents. Leveraging Stanford’s research on digital twins, they will expand its application to marketing, while also identifying and mitigating potential risks and limitations. The project is built upon the foundation of Ipsos' exclusive KnowledgePanel, renowned for its rigorous methodology and for including diverse and hard-to-reach audiences. The project will first launch in the US, followed by a global expansion.

"This collaboration with Stanford University solidifies Ipsos' leadership position in applying AI and synthetic data to market research," said Ben Page, CEO of Ipsos. "We are strategically building a future where insights are faster, more cost-effective, and, most importantly, safe and reliable. Our unique combination of safe and agnostic technology platforms, world-class data science teams, and unmatched data assets puts us in a singular position to create safe, powerful, and culturally accurate digital twin panels.”

"This partnership with Ipsos is incredibly exciting," said Professor Robb Willer, Director of PASCL and Professor of Sociology, Psychology, and Business at Stanford University. "We're not just building innovative solutions leveraging AI; we're building a future where reliable synthetic data empowers researchers and businesses to make more informed decisions, grounded in a deeper understanding of human behavior. Together, we are committed to addressing the risks and limitations of this technology responsibly."