Day: 29 July 2026

Synthetic Research

What we’re ultimately discussing is the idea of synthetic research: The simplest working definition is that synthetic research uses generative AI to simulate how a target audience might respond to questions, concepts, or scenarios. 20 It is usually framed as a fast, directional tool for early exploration, concept screening, messaging iteration, or hypothesis generation rather than final validation 21. It should be considered as directional and exploratory as definitions evolve through experience and application.
A common view is emerging toward a hybrid model. Synthetic research is increasingly seen as useful for speed, breadth, and early filtering, while traditional research remains the standard for defensible conclusions, statistical confidence, and decisions that carry higher risk. 22
There is broad agreement on three points: 22
It is useful for early-stage exploration and quickly narrowing options.
It should be grounded in real data where possible, especially if you want better calibration.
It should not be treated as the final truth for high-stakes claims or regulated decisions.