Synthetic Data Upate – April 2026

Click here to download the slides

Click here to download the slides

Understanding synthetic data: what it is, how it is being used, the benefits and risks, and how to implement it well. Join Ray Poynter as he cuts through the hype and gives you a practical, grounded guide to synthetic data in market research.

Agenda

• A Review of the Main Types of Synthetic Data
  Ray will walk you through the different types of synthetic data currently in use in insights and market research, from AI-generated survey responses and synthetic personas to augmented datasets and fully simulated populations. Understand the landscape before diving in.
• Synthetic Data in Action: Real-World Examples
  See how organisations are actually using synthetic data today, with examples drawn from across the research industry. Ray will highlight what is working, what is promising, and where the results have fallen short.
• The Key Benefits and Risks
  Synthetic data offers real advantages (speed, cost, privacy, scale) but comes with genuine risks (validity, bias, over-reliance). Ray will give you an honest assessment of both sides, so you can make informed decisions about when and where synthetic data adds value.
• Implementing Synthetic Data: The Key Guidelines
  Walk away with practical advice on how to implement synthetic data responsibly and effectively. Ray will share advice covering validation, transparency, blending with real data, and aligning with professional standards.

The webinar will include a Q&A with Ray, and we will share the slides and recording. Even if the timing does not work for you, you will be able to watch the recording and have the slides.

Ray Poynter
Ray founded NewMR as a community resource for researchers. He is the joint founder of ResearchWiseAI and a Fellow of the MRS, as well as a past President of ESOMAR. Along the way, he wrote two Wiley textbooks (The Handbook of Online and Social Media Research and The Handbook of Mobile Market Research), both aimed at helping practitioners navigate emerging methodologies. As somebody who was a pioneer during the uptake of the Internet by the research ecosystem, Ray has seen these waves of change before. Ray highlights that AI is moving from theoretical promise to tangible, everyday applications.