Synthetic Data in Market Research: Balancing Privacy and Ethics

Learn how to effectively use synthetic data as a tool in research, while respecting data protection obligations.

Synthetic data is becoming an increasingly popular privacy-enhancing technology, particularly for organisations that face privacy risks when processing personal data or struggle with limited access to high-quality datasets. This course is designed to guide such organisations on how to use synthetic data lawfully, ensuring compliance with GDPR and other relevant legal frameworks.

Drawing from the speaker’s master's thesis and hands-on industry collaboration, this course unpacks key legal debates — including the blurred lines between anonymisation and data synthesis, the GDPR’s standard of identifiability, and current re-identification risk models. It will equip participants with the tools to make informed decisions about data processing activities, privacy risk mitigation, and the implementation of synthetic data solutions in line with best practices and legal requirements.

Learning Outcomes: By the end of this training, participants will be able to:

• Understand what synthetic data is and how it can be used effectively
• Clarify the legal status of synthetic data under the GDPR
• Identify ethical and legal concerns and privacy risks associated with the generation and use of synthetic data
• Apply GDPR principles and best practices to real-world use cases involving synthetic data in the context of market research
  

Who Will Benefit?

• Market researchers, legal and compliance professionals, privacy and ethics teams, data scientists and analysts, AI enthusiasts
• Anyone interested in generating or using synthetic data instead of real data
  
  

Learning Method: Interactive lecture with legal analysis, case studies, group discussions, and Q&A.

Course Delivery Mode: Online (Interactive & Engaging Sessions)