Synthetic data and artificial respondents - do we need humans at all?

In this edition of Evidence Talks, we’re discussing a topic that has taken the research sector by storm - synthetic data.

But what do we mean by synthetic data? Are we just talking about filling gaps and augmenting real data based on primary research, or are we proposing to take the human out of the picture altogether, and just ask questions of ChatGPT or another similar large language model? 

What are the opportunities for the industry, and what are the risks for clients? Can AI convincingly simulate a customer? What are the ethical and legal implications of doing this?

The MRS Delphi Group has published a report ‘Using synthetic participants for market research' which is referenced during this podcast.

Host:
Christian Walsh, Content & Digital Director, MRS

Guests:
Reena Sooch, Partner, Day One Strategy

Ray Poynter, Founder of The Future Place, President of ESOMAR and Fellow of MRS 

Colin Strong, Head of Behavioural Science at Ipsos, Honorary professor at Nottingham University, Fellow of MRS and Chair of the MRS Delphi Group.