What is synthetic data?

Synthetic data is artificially generated information designed to mimic human responses. It can be used to create completely synthetic participants (to take part in qual or quant) or to ‘fill in’ answers to questions that might be missing within data.

Why might we need synthetic data?

The market research industry faces ongoing challenges getting enough responses from certain demographic groups. These hard-to-reach audiences – which may include niche B2B professionals, rare patient populations, specific minority ethnic groups, or younger age cohorts (particularly 18-24s) – are both difficult and expensive to gather large samples from.

What are the limitations of synthetic data?

Despite the potential benefits, synthetic data comes with several inherent limitations that can’t be ignored including: cannot replace real data; not bias-free; cannot capture emerging trends; cannot connect between data systems.

Ebook

Cracking the growth strategy code

Why growth has stalled for many established consumer goods businesses, and why understanding the problem hasn’t fixed it.

A practical three-step growth strategy playbook for making clearer choices, moving faster and building sustained growth.

The growth challenge

Low single-digit growth for many of the largest global consumer goods businesses over the past five years, often near zero in real terms.
Nearly 40% of US category growth captured by around 120 high-growth consumer brands, according to Bain’s Insurgent Brands research.

Most established businesses already understand why their growth has slowed. The harder challenge is turning that understanding into action before bold thinking becomes watered down.

What's inside

Why diagnosing the growth problem is only the beginning.
The organisational barriers that turn bold thinking into watered-down strategy.
What winning businesses do differently.
A practical three-step playbook: set a bolder ambition, play to win and execute brilliantly.
How AI can accelerate the process while strategy remains human-led.
Examples from businesses including LEGO, alongside STRAT7 client stories from consumer goods, healthcare and technology.

“Growth stops being something you chase. It becomes something you command.”

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Discover what the businesses still growing do differently and how to put those lessons into action.

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