Why this comparison matters (and why it’s suddenly everywhere) Market research used to be a pretty clean choice: you ran a survey with real people, maybe paired it with a few interviews, and called it a day. Now it’s messier…
What are “synthetic respondents,” and why are they suddenly everywhere in market research? Synthetic respondents (also called synthetic panels, AI respondents, or simulated consumers) are AI-generated profiles that answer survey questions, participate in concept tests, or react to messaging—often by…
Why micro-moments are an underrated goldmine for market research Traditional market research often captures what people remember doing (“last month I compared prices…”) rather than what they’re doing right now (“I’m standing in the aisle, checking reviews”). Those high-intent instants—searching,…
What are “synthetic respondents,” and why are they suddenly everywhere in market research? Synthetic respondents are AI-generated personas that answer survey questions or simulate consumer behavior based on training data (for example: historical survey responses, panels, transaction data, web behavior,…
Why “dark social” is the market research blind spot worth fixing Market research teams have never had more data—and yet some of the most influential conversations remain difficult to observe. “Dark social” refers to content shared through private or semi-private…