Tag Archives: synthetic research

Your Synthetic Audience Looks and Sounds Like Your Consumer. That Doesn’t Mean It Thinks Like One.

March 25, 2026

Digital twins and AI personas are everywhere. Maybe you’ve built a “typical” synthetic persona that sounds uncannily real when you ask it a question. But are the responses accurate? Michael Maslansky says probably not, based on our research. When it comes to testing your message, synthetic audiences are probably giving you false confidence. Find out why in this insightful piece.

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5 Steps to Navigate Synthetic Research

November 24, 2025

Synthetic research isn’t magic. It’s not snake oil, either. It’s a tool that can deliver insights faster, more affordably, and with audiences that were previously out of reach. But like any tool, it works best when you know how and when to use it. The research projects that will win aren’t the ones that blindly adopt AI research or stubbornly avoid it. They’re the ones that ask the right questions first.

Before you commit to synthetic research – or write it off entirely – here are five steps that will help you be successful.

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