NEWS31 May 2024

MRS podcast addresses synthetic data

AI Media News Technology UK

UK – The Market Research Society has produced a podcast on the implications of synthetic data in market research, to coincide with a report series on the impact of generative AI.

white earphones on a screen showing green soundwaves

The podcast episode, part of the ‘Evidence Talks’ podcast series from MRS, hears from Ray Poynter, Colin Strong and Reena Sooch as they discuss synthetic data and artificial respondents.


The podcast is published alongside the second instalment in a series of reports from MRS about the implications of generative AI on the market research sector. 

You can download the free report ‘Using synthetic participants in market research’ via the MRS website.

The second of the reports focuses on the practical application of large language models (LLMs) to generate synthetic data and simulate synthetic participants. 

The report includes contributions from a range of individuals from across the industry. In addition to Strong – chair of the MRS Delphi Group – Poynter and Sooch, the report shares perspectives from Patrick Alcantara, Andrew Cooper, Louisa Livingston, Phil Sutcliffe, Simon Raper, Debrah Harding, Steve Phillips, Jack Wilson and Felicity Browning.

Download the free report ‘Using synthetic participants in market research’ via the MRS website.

@RESEARCH LIVE

1 Comment

2 weeks ago

"It's all been plausible so far" is the problem. AI chat answers are good at producing plausible answers (things that sound like they could be right) but there is no guarantee that it's true.

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