Synthetic data has improved rapidly, but can it really replicate the responses of real people? In this latest study, STRAT7 puts synthetic data through a rigorous, real-world test to assess how well it performs against genuine survey responses.

The research explores where synthetic data is becoming more reliable, where limitations remain, and what this means for insight teams considering its use. From topline accuracy and pricing to subgroups, segmentation, key drivers, and tracking change over time, the findings provide an evidence-led view of where synthetic augmentation can add value—and where real human responses remain essential.

This ebook offers practical guidance for insight, brand, innovation, and strategy teams navigating the opportunities and challenges of synthetic data.

Key Learning Outcomes