Talking Insights
Researchers work every day to understand the changing landscape around them - but what deeper insights can we find through their work that can help shape our future? Join ESOMAR on a journey of discovery, as we bring together guests from around the globe to explore the biggest questions of today, diving deeper into the challenges that face our society, and uncover new insights about the world around us.
Talking Insights
Synthetic Data Beyond the Hype: What It Is, What It Isn’t, and Why It Matters
In this episode of Talking Insights, we sit down with Cynthia Vega, Head of Digital Analytics at Kantar and co-author of the report Synthetic Data: Beyond the Hype. Cynthia breaks down what synthetic data really is (and isn’t), dispels common myths, and explains why human input is still essential for high-quality outcomes. We explore how brands are reacting, the blurred lines between experimentation and scalable implementation, and why it’s critical to ask the right questions—not just follow the trend. Whether you're curious, skeptical, or eager to adopt synthetic methods, this episode offers a grounded and thought-provoking perspective.
You can read the report that Cynthia co-author here: https://www.kantar.com/inspiration/brands/synthetic-data-beyond-the-hype
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