Synthetic Data: Useful Shortcut, or a Shortcut Too Far?
Synthetic data could make research faster, cheaper and easier to scale. But can synthetic respondents really replace real people? Anthony Shephard-Williams explores where synthetic data may help research, where caution is needed and why #Real still matters.
AI and Synthetic Data in Research
Mustard has provided input into the MRS Advanced Insights & Analytics (AIA) Council white paper on the use of AI and Synthetic Data in market research