Synthetic data has been posed as the solution to many of the challenges faced by market researchers. It is claimed that artificially generated data can mimic real-world responses, significantly changing the outlook for traditional market research data collection methods.
On the other hand, sceptics caution that the benefits of AI-generated data are overstated and outweighed by its potential drawbacks – put simply, this group argues that you are better off with smaller sample sizes with responses from real people rather than augmenting datasets with artificially-generated data.
As a specialist B2B agency, we wanted to put synthetic data to the test to objectively evaluate its potential applications in B2B market research today and in the future.
This article walks you through our experiment, the results, and shares our overall thoughts on the role synthetic data plays in B2B market research now and in the future.
Readers of this article also viewed:
- B2B Insights Podcast #67: AI Is The New Fire; Don’t Get Burned
- AI in Market Research: The Challenges and Limitations of Synthetic Data
- Unlocking Deeper Insights with AI Probing in Online Surveys
- Transforming Tradition: Embracing Innovation in B2B Research
