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From ESOMAR Congress – Man vs. Machine: Quest explores synthetic data in real-world tests
October 15, 2024
In September 2024, Quest travelled to Greece, presenting further information about synthetic data at ESOMAR Congress
Synthetic data and its potential to replace actual respondent data is a contentious topic in online research. Can data developed by programs instead of people be trusted? How accurate is it when compared to ‘real’ data?
While many in the market research industry are discussing the potential benefits and pitfalls of synthetic data modeling, Quest decided to test one of the premier current providers. Using a dataset we developed for a typical project, we put synthetic data to two real-world tests, with surprising results. Take a look!
Feel free to reach out to Scott at sworthge@questmindshare.com or Kyle at khope@questmindshare.com to discuss more about our work in researching B2B best practices and how you can use our results to advise your stakeholders and clients.
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