Synthetic data and artificial respondents - do we need humans at all?
05/29/24 • 34 min
In this edition of Evidence Talks, we’re discussing a topic that has taken the research sector by storm - synthetic data.
But what do we mean by synthetic data? Are we just talking about filling gaps and augmenting real data based on primary research, or are we proposing to take the human out of the picture altogether, and just ask questions of ChatGPT or another similar large language model?
What are the opportunities for the industry, and what are the risks for clients? Can AI convincingly simulate a customer? What are the ethical and legal implications of doing this?
The MRS Delphi Group has published a report ‘Using synthetic participants for market research' which is referenced during this podcast.
Host:
Christian Walsh, Content & Digital Director, MRS
Guests:
Reena Sooch, Partner, Day One Strategy
Ray Poynter, Founder of The Future Place, President of ESOMAR and Fellow of MRS
Colin Strong, Head of Behavioural Science at Ipsos, Honorary professor at Nottingham University, Fellow of MRS and Chair of the MRS Delphi Group.
In this edition of Evidence Talks, we’re discussing a topic that has taken the research sector by storm - synthetic data.
But what do we mean by synthetic data? Are we just talking about filling gaps and augmenting real data based on primary research, or are we proposing to take the human out of the picture altogether, and just ask questions of ChatGPT or another similar large language model?
What are the opportunities for the industry, and what are the risks for clients? Can AI convincingly simulate a customer? What are the ethical and legal implications of doing this?
The MRS Delphi Group has published a report ‘Using synthetic participants for market research' which is referenced during this podcast.
Host:
Christian Walsh, Content & Digital Director, MRS
Guests:
Reena Sooch, Partner, Day One Strategy
Ray Poynter, Founder of The Future Place, President of ESOMAR and Fellow of MRS
Colin Strong, Head of Behavioural Science at Ipsos, Honorary professor at Nottingham University, Fellow of MRS and Chair of the MRS Delphi Group.
Previous Episode
Open Windows: Research, Insight & EDI
‘To be a window on the world we must reflect the world.’ Jane Frost CBE, CEO of MRS
What does being an MRS Inclusion Pledge signatory mean?
Hear from Jane Frost, CEO of MRS and Mark Thorpe, Board Director at Truth on how MRS is supporting signatories to action their commitment to EDI in everyday work practices.
Next Episode
Open Windows: Opinium - what the MRS Inclusion Pledge means to us
Podcast two in the series looking at EDI in the research and insight sector.
With James Endersby, CEO & Partner, Opinium and Priya Minas, Associate Director, Opinium
Talking to Dr Mark Thorpe, Board Director, Truth.
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/evidence-talks-234036/synthetic-data-and-artificial-respondents-do-we-need-humans-at-all-52886008"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to synthetic data and artificial respondents - do we need humans at all? on goodpods" style="width: 225px" /> </a>
Copy