Synthetic Data: Pitfalls and Promises

In this new course we focus on understanding synthetic data from a broad perspective at first, narrowing to the world of market research, particularly for synthetic data modelling and personas/digital twins.  We’ll look at current use cases, applications and practical aspects of how available tools and procedures are working to deliver research projects more effectively. 

Plus discussions will move beyond the conceptual to show actual real-world tests of synthetic vs 'real' data as well as agentic model operation providing guidelines and guardrails for employing this technology on your next project should you wish!

Two FREE funded places

Our trainers have generously agreed to waive their fees in order to fund two free places on this cutting-edge course. We welcome applications from interested candidates who can successfully respond to the following questions:

• Connection to Synthetic Data - How do your current role and responsibilities within your company or organisation connect to synthetic data?
• Practical Impact - This course will focus heavily on the practical understanding and application of synthetic data to address business challenges. How do you envision using what you learn from the course to make a meaningful difference in your work or organisation?

Assessment of responses and the final selection for the two funded places will be made by the trainers. Please email your answers to: training@mrs.org.uk. The deadline for submissions is 5pm on Friday 12 September. 

Course learning outcomes/objectives

• Industry discussions of synthetic data often mix technologies and uses which don’t exist in practice – you’ll understand how to recognise which type of synthetic data technology fits which application
• Synthetic data sceptics often make the mistake of thinking data is manufactured and not rooted in real consumer opinion – you’ll understand how the different types of synthetic data are very much developed through rigorous methodologies protecting the validity and reliability of the results
• Application and implementation of any new technology are of paramount interest – the tech may sound cool and generate buzz, but does it work? Does it actually solve for issues important to research and insights professionals? You’ll see actual field tests and simulation models showing results, similarities, variances, where 'real' data is compared to synthesised data. This course is practical, not theoretical!
• However, for all its promise, some serious limitations and caveats need to be recognised for how to use synthetic data properly. You’ll see the 'bad' along with the good, where synthetic data doesn’t work, why and how to plan for those cases.

Who will benefit?

Synthetic data bridges all types of data collection – B2C, B2B and international.  If you’re responsible for data collection and its analysis for results and reporting, this training course will be of interest to you. Synthetic data, like AI, will only grow and evolve. This course will give you a solid foundation for further knowledge and experience.

Learning Method

Online presentation and discussion, with real-world examples and case studies shown. We’ll also engage in reviewing case studies and using breakouts for small-group review and discussion.

Trainer: Scott Worthge’s market research career includes more than 40 years as an insights practitioner, combined with part-time university-level teaching for more than 20 years, notably for UC Berkeley and Michigan State's Masters in Market research program in the US. Much of his day-to-day work involves evaluating new technology and practices for data collection, testing promising methodological changes that potentially will deliver better data quality and results, especially for quantitative research projects.  Recent areas of focus for his investigations and real-world tests have been synthetic data modelling, voice and video data collection effectiveness, and multicultural trends in the U.S. affecting 'representativeness'.

Scott is a frequent speaker at conferences, webinars and industry association meetings. His schedule takes him to locations worldwide annually with organisations such as ESOMAR, IIEX, the Insights Association and MRS. In addition, he has conducted subscribed webinars for ESOMAR and IIEX with record-setting attendance.

Trainer: Yogesh Chavda’s has 25+ years as a marketing executive with stints at Spotify, Pinterest, Amway, Kimberly Clark, and WS Audiology as well as a 16-year run at Procter & Gamble, where he held various senior-level positions across six countries. Yogesh is a Lecturer at the University of South Carolina’s Darla Moore School of Business, renowned for its international business program. His classes include Strategic Marketing and Planning, Applications of Insights, AI in Marketing and Marketing Consulting Capstone classes for Seniors and MBA students.

He’s also the founder of Y2S Consulting, where he’s brought his passion for empowering and facilitating content on brands impacted by stigma and applications of AI in Marketing. Some of his clients have included Apple, Whirlpool, 3M, Parallel, Margaritaville, Lowe’s, Foster Grant, and Mars. Yogesh also writes about AI in Marketing, in his weekly newsletter – In Search of Normal on LinkedIn. And, he hosts a Podcast called the Next Frontier In Insights where he interviews thought leaders and innovators at the forefront of Marketing.