The framework, called the Echo Index, uses statistical and machine learning techniques to benchmark how well synthetic data performs against human responses.

Part of the reason for developing the index was to tackle the “promise gap” in synthetic data, KS&R said, which it described as the difference between marketing claims and realised performance.

The gap can be widened by “inconsistent validation practices, selective use of high-performing metrics, and pressure to demonstrate that synthetic data works without fully understanding where it does and does not deliver,” the company added.

The index is led by Ben Cortese, senior vice-president of the decision sciences and innovation team at KS&R.

Jay Scott, chief executive at KS&R, said: “The synthetic data conversation has gotten ahead of the evidence.

“We approach new technology with a cautious optimism, ensuring the industry can actually trust it.”

Cortese added: “Our industry needs a rigorous and consistent evaluation framework for synthetic data.

“The conversation has become polarised because there is often a gap between what synthetic data is claimed to do and what it actually delivers. The Echo Index is designed to help close that gap by bringing more structure, transparency and accountability to how synthetic models are assessed.”