Artificial intelligence (AI) is here, and it’s rapidly changing the way companies operate. Once reserved for tech giants, AI solutions are now more accessible than ever. They’re helping businesses become more efficient, faster, and more capable of turning data into insights.
In the world of market research, this shift is particularly powerful. AI is not just a behind-the-scenes helper; it’s redefining how we gather, analyse, and interpret information about people and their behaviour. One area leading this transformation is the rise of synthetic data.
Synthetic Data: A Whole New World
Synthetic data is artificially generated information that mimics patterns from real-world data. Instead of relying solely on what participants say or do in surveys, focus groups, or behavioural panels, synthetic data can fill gaps in datasets or model the behaviours of groups that are traditionally hard to reach.
For example, if a brand wants to understand the attitudes of a niche demographic, let’s say, rural Gen Z consumers who drink a particular alcohol, AI can generate “synthetic respondents” that simulate how this group might behave. This doesn’t replace real participants but helps researchers create larger, more representative datasets to improve predictions and insights.
Why You Still Need Real People With Real Insights
Despite its potential, AI-powered research also brings challenges to the industry:
- Data-driven, not opinion-driven: AI can predict behaviour, but it can’t capture emotions, stories, or lived experiences. That’s why synthetic data should complement, not replace, real research participants.
- Data quality: The reliability of synthetic data depends entirely on the quality of the real data it was trained on.
- Biases: AI can inherit and amplify biases from the datasets it learns from, distorting insights.
Market research in the age of AI is both exciting and challenging. Tools like synthetic data, automated cleaning, and predictive modelling are pushing the industry into new territory. But to make the most of these innovations, researchers must balance efficiency with responsibility.
AI can tell us what is happening, but it is people, both respondents and researchers, who help us understand the why.
At The Human Network, gaining meaningful insights from the right people is what we do best. We recruit real people to uncover real opinions, ensuring that every decision you make is grounded in the authentic human experience.
Real people. Real data. Real insights. The Human Network.
Ready to gain real, human insights for your next market research project? Get in touch today!