The (current) truth and fables about synthetic data in market research
One of the most fundamental changes that is happening in market research at the moment is the development of synthetic data. In this exchange community CMI session we want to have a critical look at what it is, what it can be used for already and what are the watch-outs and future developments.
Introduction
Ray Poynter will kick-off the session. He will share a key update on synthetic data and personas, including: what is synthetic data, how is it being used, how is it created, how can you assess its usefulness, and what are the key concerns surrounding synthetic data?
Cynthia Vega and Abhijit Vaiude from Kantar are happy to share about their exploring of the landscape of synthetic data in quantitative studies, recognizing both its significant opportunities and manageable risks. They will quickly dispel some myths that were living strong in their company surrounding the usage of synthetic data and they will focus on sharing the business principles they've gleaned from their pilot projects. Through this framework, they aim to provide a realistic and insightful perspective on the potential of synthetic data in the ever-evolving field of data analytics.
Annelies Verhaeghe from Human8 will take us through what synthetic data can mean for qualitative research. And what you should consider when generating synthetic data for qualitative research. She will share do's and don'ts based on a number of experiments looking at the use of synthetic data before, during and after qualitative research in three application areas: innovation, the customer journey and brand strategy. She will zoom into AI avatars, digital twins & sacrificial concepts and the psychology behind generative AI systems. Using customer cases in collaboration with e.g. Beyond Meat, she will explore the difference between data that looks credible and data that is actually reliable and leads to real insights.
Schedule
Welcome
Esomar (virtual presentation + Q&A)
Kantar (presentation + Q&A)
Break
Human8 (presentation + Q&A)
Sharing experiences
Networking with lunch
Speakers
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Abhijit Vaiude
Account & Research Manager at KantarAbhijit has close to 10 years of experience in Brand strategy, innovation, communication research and advisory. Abhi has worked in India, Dubai and is now located in Kantar Brussels office
He has been instrumental in managing and implementing brand initiatives for numerous International and regional brands for past couple of years.
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Annelies Verhaeghe
Chief Platform Officer at Human8Annelies is currently taking up a role as chief platform officer, where she is responsible for all technologies used at Human8 to either drive growth or streamline the operational model. This includes establishing technology partnerships as the development of their owned human collaboration platform, the square.
In May 2011, Annelies moved to Romania where she set up one of the operational hubs for Human8. In close collaboration with the local operation managers, she was involved during this time in all daily operations of Human8’s Back office.
During the years, she has gained great expertise in insight creation and quantitative and qualitative market research techniques, such as consumer insight activation, ethnography, quantitative research, and workshops, and have been a regular speaker at industry events. With her work, she received several awards such as the 'young market researcher of the year by Esomar, the MOA Innovation Award, the Econsultancy Innovation Award, and the IBM SPSS insight award.
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Cynthia Vega
Global Brand Analytics & AI Director at KantarCynthia is leading transformational efforts in Global Brand Analytics & AI at Kantar, specializing in the integration of Artificial Intelligence (AI) and Human Intelligence (HI) to drive brand growth and bring scalable solutions to market.
Currently, Cynthia is focused on synthetic modelling and AI applied to unstructured digital data. With more than twenty years of experience in the industry across different agency-side roles, Cynthia is thrilled to lead the charge and work with the world’s leading advertisers in this AI revolution.
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Ray Poynter
Past President at EsomarRay has spent the last nearly fifty years at the intersection of research, innovation, and business. Ray is the Past-President of ESOMAR, a Fellow of the MRS, and founder of NewMR and ResearchWiseAI.
Ray’s career includes being a researcher, teacher, trainer, consultant, business owner, writer and student. Ray’s current focus is centred on AI and its application to insights and research.
Ray’s mission is to help people, have fun, teach things, learn things, and hopefully make some money along the way.
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The UBA Exchange Communities are privileged moments where managers and experts discuss specific topics to help their brands evolve. Participation is free and exclusive to UBA brand members. Experience sharing is at the heart of these sessions.
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