Insights on consumer research and AI

Digital twins are everywhere in market research right now. Most of them don't work. Here's what separates a twin that produces real insight from one that just sounds convincing.

A Google researcher independently validated synthetic data augmentation on brand lift studies across five industry verticals. This article documents the methodology, the results, and the boundaries of what the evidence supports.

Does synthetic data work for market research? Independent validation tested augmentation across 28,630 respondents. See when it works, when it fails, and why.

The 3 biggest market research challenges—feasibility constraints, data quality, and survey fatigue—with proven solutions from T-Mobile and IFOP.

Even with dedicated quality processes, bad data slips through. A respondent who "never shops online" but lists Amazon as their favorite retailer. Open-ended responses that sound like ChatGPT. Patterns that don't add up. Manual quality review is thorough but unstandardized. Different analysts catch different issues. And after hours of work, you're still left wondering: what did we miss? Fairgen Check is an AI-powered quality assurance layer that catches what traditional checks miss. It combines adaptive outlier detection, AI-generated text identification, and contextual contradiction analysis to review every respondent across your entire questionnaire. The result: comprehensive quality control in minutes, not hours.

At ESOMAR 2025 in Prague, Fairgen joined L’Oréal, IFOP, Google and Macromill to show how synthetic data is reshaping insights and market research.

For years, the research industry has lived by a simple rule: your insights are only as strong as the credibility behind them. But as AI-generated data enters the mainstream, many researchers are uneasy. A dataset that looks convincing but can’t be defended to stakeholders is worse than no dataset at all.

Discover how modern augmentation makes small samples smarter, enabling faster, more reliable insights from niche and hard-to-reach audiences.

Discover how predictive synthetic respondents are revolutionizing U&A, brand tracking, and ad testing—revolutionizing market research by improving niche analysis and filling sampling gaps.

Explore the world of synthetic data through the lens of brands. Discover its impact, diverse applications, and leading vendors shaping the future of data.

Explore the powerful synergy between industry-specific expertise and Generative AI to revolutionize market research, unlocking deeper insights and driving competitive advantage.

Explore the intersection of generative AI and synthetic data in marketing studies. This paper offers valuable insights into the promising ability of synthetic data to boost the representation of under-sampled groups and optimize data collection methods, delivering more granular insights for quantitative research.