Who to Trust with AI Market Research: The Rise of Synthetic Data AI is rapidly reshaping market research. From automated analysis to AI-assisted survey design, the promise is speed, scale and efficiency. One of the most significant and controversial developments is the rise of synthetic data: AI-generated data designed to mimic how real people might think, feel or behave. While synthetic data has legitimate applications, its growing use raises a critical question for businesses and insight teams alike: who—or what—should we trust when research becomes partially or fully artificial? What is synthetic data in market research? Synthetic data is artificially generated data created by algorithms trained on existing datasets. Rather than capturing fresh responses from real people, models simulate what a target audience might say or do based on learned patterns. In market research, this can include: B2B International notes that while synthetic data can replicate the structure of real datasets, it does not replicate lived experience, emotional nuance or contextual decision-making (B2B International). Why synthetic data is accelerating The appeal is obvious. Synthetic data promises: The Market Research Society (MRS) acknowledges that synthetic data can be useful for concept testing, questionnaire development and exploratory modelling, particularly where real data is…
