Beyond the Hype: Synthetic Data in Practice

Join us and RSS for an in-depth, evidence-led afternoon exploring how synthetic data is being used across market research today, and what that means for insight professionals, analysts and decision-makers.

Why attend?

This event moves beyond theory to focus on real-world application, testing and learnings, bringing together experts who are actively working with synthetic data across different use cases.

You will gain:

• Practical insights into where synthetic data adds value and where it falls short
• A clearer understanding of LLMs versus traditional statistical methods in data imputation
• Real case study evidence on performance, reliability and limitations
• Guidance on ethical considerations, accuracy and responsible use
• A forward-looking view of how synthetic data is reshaping insight functions and decision-making
  

Event agenda

14:00 Opening from the Chair 
Tricia Dodd, Independent Research and Statistics consultant and RSS Officer

Can LLMs beat established statistical methods at imputing missing data?
James Pitcher, GfK
Exploring how large language models compare to traditional imputation techniques, using real human responses as a benchmark to assess data quality and efficiency. 

Synthetic Data Debate: Confidence Starts with the Seed
Simon Harris, MMR Research Worldwide
A critical look at how synthetic data is generated, highlighting how outcomes depend heavily on the quality and representativeness of the original sample, and the risks of false confidence.

Break

Synthetic Data, One Year On
Hasdeep Sethi and Tabita Razaila, Strat7
Revisiting a large-scale benchmark study to assess how synthetic data has evolved, exploring accuracy, stability and suitability for common research tasks. 

Synthetic Data in Practice: Where It Helps, Where It Hurts, and How to Use It Responsibly
Chris Moore and David Priestly, Ipsos
An evidence-led session examining practical applications, including boosting datasets, improving subgroup analysis and applying guardrails for responsible use. 

Break

The Customer is Now Always in the Room, Now What?
Leanne Tomasevic and James Tyrrell, Electric Twin and Virgin 
A real-world case study exploring how synthetic audiences are transforming decision-making, increasing access to insight and reshaping the role of insight teams. 

Panel discussion and close

17:00 – 18:00 Networking drinks sponsored by Ipsos 

Who should attend?

This event is designed for:

• Insight professionals and researchers
• Data scientists and analysts
• Innovation, product and marketing teams
• Anyone exploring or already using synthetic data in research

What you’ll take away

By the end of the session, you will have a clearer, more balanced understanding of:

• When synthetic data can strengthen research outcomes
• When it can introduce risk or bias
• How to apply it responsibly and with confidence
• What the future of human and machine collaboration in insight looks like

Join the conversation

Synthetic data is evolving quickly, and so is the debate around it. This event provides a space to challenge assumptions, share real experiences and build a more grounded understanding of its role in modern research.

Book your place

Secure your spot and be part of the conversation shaping the future of insight.