Beyond the Buzz: What Synthetic Data Really Means for Research

In this episode, our host António and Richard Preeti delve into the complexities of synthetic data and its implications for market research. They discuss the semantics of the term 'synthetic data', the role of AI in generating insights, and the importance of grounding AI outputs in real human data. Richard emphasises the need for responsible usage of AI, the evolution of research methodologies, and offers advice for both seasoned professionals and newcomers in the industry.Chapters00:00Understanding Synthetic Data: A New Perspective10:16The Evolution of Research Methodologies17:04Advice for Industry Professionals: Navigating Change23:42Introduction to Synthetic Data and Its Importance24:47Diverse Perspectives on Synthetic Data24:54Introduction to Synthetic Data and Its Relevance25:59Critical Perspectives on Synthetic Data UsageSend us Fan Mail-----------------------------------------------------------------------------------------------Talking Insights is a Research World and Esomar production. Hosted by Antonio AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025