Synthetic Data, Promises and Pitfalls

Welcome to ESOMAR Academy

This training will take place across three separate days, for an extended look at the most current developments for synthetic data. The goal is that you will gain a thorough understanding of synthetic data that you can immediately apply to your professional work whether you are a quantitative or qualitative researcher, agency or brand side.

Overview

What is considered “synthetic data” has been in development for years but is now in the spotlight as a potential solution to several age-old market research problems, as well as finding traction for new (and sometimes unexpected) uses.   In this extended session we’ll explore the past, present and future of synthetic data, hearing from its proponents and detractors for a balanced consideration of what this means currently and in the future to agency and brand researchers.

Programme

The three main sections of this training will address the history and development of synthetic data technology, current state-of-the-art applications and uses, and the future outlook for directions and developments as foreseen by current industry providers, experts and synthetic data users.  The three sessions will cover:

Introduction:

• Where did synthetic data come from

• What types are emerging now

• How do they operate and what differentiates them

• What general use cases are being explored and implemented

Synthetic data statistical modeling and synthetic data "digital personas":

• What do these really do 

• How were they developed

• Who are the main companies offering solutions now

• How do their approaches work

• What similarities and differences exist for what they provide

• What testing/proof of delivery has been done

• What applications look strongest for future use in market research

Industry and ethics:

• What commentary is published in the industry about synthetic data (with citations to articles)

• What issues about ethics have been raised

• What potential regulation of this new tech is being discussed

• What do current/past users have to say about its pros and cons

• What are potential limitations and negative impacts of using synthetic data vs. the possible benefits

• What questions need to be answered as this approach grows in popularity and implementation

What will you Learn? 

In this course:

You’ll hear from several experts currently researching synthetic data, leading providers for the most prominent current applications, perspectives for regulatory and ethical concerns and also those who doubt the importance and future use of this emerging solution.

In sessions for two hours each day, six hours total, attendees will gain a comprehensive understanding of how this technology emerged and the current state of the art for how it’s being used, as well as near-term future expectations.

Who should attend?

While discussion of synthetic data as a technology-based solution will appeal to those in market research who are focused on methodology and comparisons with traditional research approaches, anyone who is looking at the practical side of synthetic data and its possible contributions to research results, decision-making and strategy development will benefit greatly from attending as well. 

Level of learning?

This webinar doesn’t presuppose that attendees will have a prior knowledge of data science or research technology.  The learnings to be gained will be rooted in how synthetic data as a technology-based solution is making advances for typical market research in diverse areas such as data collection, data quality and security, enhancing information from “hard to reach” audiences, early ideation and concept evaluation, consumer segment simulation and more!

What is ESOMAR Academy?

While many of the Academy trainings are 60-90 minute formats for specific subjects, this session will present an extended examination, presentation and discussion with an interactive format throughout to encourage engagement. You’ll have access to helpful resources and the trainer’s contact details for further support. Plus, the training will be available on-demand for up to 12 months, allowing you to revisit the content whenever you need a refresher.

This course spans three days at two hours per day. What time is 14:00 UTC for me?

1. 18 February, 14:00 - 16:00 UTC

2. 19 February, 14:00 - 16:00 UTC

3. 20 February, 14:00 - 16:00 UTC