How is synthetic research changing agencies?

Agencies are incorporating synthetic methodologies to accelerate timelines, reduce costs, and offer new research products. Some are specialising in synthetic-first approaches.

Will synthetic research replace traditional methods?

Synthetic research augments rather than replaces traditional methods. It excels at speed and scale while traditional research provides behavioural validation.

What skills do researchers need for synthetic methods?

Researchers need study design skills, prompt engineering capabilities, and the ability to interpret AI-generated insights in consumer research contexts.

How are brands adopting synthetic research?

Brands are using synthetic research for rapid iteration, early-stage testing, and insight supplementation, often alongside traditional research programs.