Synthetic Insights: The New Frontier in Marketing Research and Strategy

Charanjit Singh
15 Nov 2023


Synthetic data is steadily gaining traction in marketing research and strategy due to its potential to overcome the limitations of traditional data collection methods. By creating artificial yet realistic datasets, it provides a robust platform for deriving insightful analytics without compromising on data privacy.

Understanding Synthetic Data

Synthetic data is artificially generated data that mimics real data attributes but doesn't correspond to real-world events. Its creation involves complex algorithms and techniques as elaborated in this research paper.

Potential Advantages of Synthetic Data in Marketing

Synthetic data, with its capability to mirror real-world data intricacies, ushers in a host of advantages that can significantly elevate marketing research and strategic planning. Here are some of the pivotal benefits:

Enhanced Predictive Modelling

By employing synthetic data, marketers can significantly improve their forecasting and scenario planning endeavours. It facilitates a more robust predictive modelling framework, allowing for the exploration of various market scenarios and the anticipation of consumer behaviours with a higher degree of accuracy. This, in turn, enables marketers to devise strategies that are well-aligned with potential market dynamics.

Customer Segmentation

The granularity of synthetic data allows for a more nuanced customer segmentation. It enables the creation of detailed and diversified customer segments, which are pivotal for targeted marketing campaigns. By understanding the varied preferences and behaviours of these segments, marketers can tailor their messaging and offerings, thereby enhancing engagement and conversion rates.

Innovation in Market Research

Synthetic data propels the innovation wheel in market research by introducing new methodologies and approaches. One such innovative approach is the development of perceptual maps, as highlighted in the Marketing Weekly article. This methodology, traditionally applied to derive perceptual maps, can be extended to create detailed User Personas, offering a more in-depth understanding of the target audience. The insights garnered through these methodologies can significantly inform marketing strategies, ensuring they resonate well with the intended audience.

Creative and Messaging Testing

The realm of synthetic data also extends to the testing of creative assets and messaging against synthetic audiences. Platforms like provide the avenue for such testing, allowing marketers to gauge the resonance and effectiveness of their creative and messaging strategies with diverse audience segments before rolling them out in the real world. This pre-emptive testing can lead to more refined and effective marketing campaigns, ensuring a higher return on investment.

Through these avenues, synthetic data proves to be a formidable asset for marketers, offering a new frontier in marketing research and strategy. Its ability to simulate real-world scenarios and consumer behaviours provides marketers with the tools necessary to navigate the complex marketing landscape more adeptly.

The Technical Edge

The Technical Edge

Tools and Technologies for Synthetic Data Generation and Analysis

The generation and analysis of synthetic data are facilitated by a myriad of tools and technologies, each tailored to meet specific needs within the marketing domain. Here are some examples:

Synthetic Data Generation Tools: Platforms like Syntho and Tonic provide a suite of tools for generating synthetic data that is reflective of real-world data, ensuring marketers have a robust dataset for their analytical ventures.

Marketing Research Tools: Aomni for market research and are notable tools.

Data Analytics Platforms: Tools like Tableau and Power BI are pivotal for analysing synthetic data. They provide a canvas for exploring data trends and deriving insights that can inform marketing strategies.

Machine Learning Frameworks: Frameworks like TensorFlow and PyTorch enable the application of machine learning algorithms on synthetic data, unveiling patterns and insights that may not be immediately apparent through traditional analysis methods.

Synthetic Audience Testing Platforms: Stickybeak, for instance, offers a platform for testing messaging and creative strategies against synthetic audiences, providing pre-launch insights that can be invaluable in refining marketing campaigns.

The synergy between synthetic data and these technological tools offers a technical edge to marketers, enabling a more informed and data-driven approach to marketing strategy formulation. The ability to generate, analyse, and derive actionable insights from synthetic data places marketers at the vanguard of leveraging evolving data technologies for enhanced marketing efficacy.

Ethical Considerations

Synthetic data addresses data privacy concerns by offering a route to insightful analytics without using real individual's data. However, ensuring the representativity of synthetic data and mitigating biases are critical for ethical practice.

Challenges and Solutions

Adopting synthetic data comes with hurdles like ensuring data accuracy and handling technical complexities. However, the evolving tech landscape is fostering solutions that are gradually mitigating these challenges.

Future Outlook

The landscape of synthetic data in marketing is evolving, offering novel solutions to traditional challenges. Marketers are encouraged to stay abreast of this innovative approach to harness its full potential.

Synthetic data presents a compelling avenue for advancing marketing research and strategic planning. Its potential in enhancing predictive modelling, refining customer segmentation, and fostering innovation in market research is significant. Marketers are urged to explore synthetic data to bolster their marketing strategies and research efforts, aligning with contemporary data-driven marketing trends.

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