The partnership will see ROI Rocket use Qualtrics’ Edge Audiences synthetic data product across its B2B research programmes.

ROI Rocket will also become B2B data provider for Edge Audiences’ synthetic AI model and its professional panels will also increase support of Qualtrics’ synthetic models in B2B.

Tim Wilson, senior partner at ROI Rocket, said: “Synthetic research in B2B has been limited by a fundamental reality: AI models are only as good as the data used to train them.

"We built our reputation on verified access to real business decision-makers. Partnering with Qualtrics allows us to extend that strength into the synthetic realm.”

Ali Henriques, executive director at Qualtrics Edge, said: “Research teams using purpose-built AI for market research have greater business impact and win more budget.

“This partnership brings the speed, scale and efficiency of trusted synthetic research to ROI Rocket’s complex, verified B2B audiences to deliver critical insights modern businesses need to succeed.”