Synthetic data is a hot topic in market research, even though it’s been around for 20+ years. It’s getting a lot of attention because it has the potential to solve one of our industry’s biggest challenges: access to high-quality data and trusted insights. When it comes to the trustworthiness of synthetic data, it’s important to understand the nuances between synthetic and augmented sample:
Synthetic data is artificially generated to replicate the structure and statistical properties of real-world data:
Businesses need quicker, more efficient ways to gather high-quality data. And researchers face increasing pressure to deliver faster insights with tighter budgets, all while maintaining data quality—a critical factor in making informed decisions. There are two main issues:
But here’s the catch: blending low-quality data sources to meet budget constraints often results in skewed insights.
Imagine you’re running a global brand tracker but struggling to gather enough data from underrepresented segments in specific regions. Augmented data can fill those gaps—using patterns from adjacent segments to boost the sample size up to three times without compromising quality. It’s faster, more cost-effective, and delivers results you can trust.
In a NewtonX A/B test, augmented data performed at a 98% equivalence to verified respondents—outperforming traditional panel samples, which showed higher fraud risks and variability.
Jason outlined a four-step framework for boosting synthetic sample with augmented data:
The AI model uses trends and patterns of adjacent segments to generate augmented data for underrepresented segments, including personas, geographies, and industries.
How do we know augmented sample works? Talwar says, “We know augmented sample works because we’ve tested and proven it. Our A/B test shows the equivalence of 98% between verified sample and augmented data.”
Companies and their research teams want better insights, quicker fielding times, and lower costs. This is the promise of AI that NewtonX Augmented Data delivers.
With its ability to deliver better insights, faster fielding times, and lower costs, augmented data is the future of B2B research. The most successful companies and research leaders will use augmented sample to get trusted insights that lead to better decisions and a significant competitive edge.
Catch the whole conversation, including an incredible Q&A with some of the brightest minds in B2B research:
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