Advanced Insights and Analytics resources

The MRS Advanced Insights & Analytics (AIA) Council is the specialist MRS group dedicated to advancing the use of cutting-edge data science, AI and analytics in research. You can find a range of papers and blogs here to help you navigate the fast-evolving landscape of AI-driven insights including spotlights on industry experts, topical debates and the latest on AI in research.

AI and Synthetic Data in Market Research

The promise of synthetic data is exciting, but its ability to revolutionise research remains a contested question. The industry needs to move past the hype and focus on its practical, high-value applications. Synthetic data presents undeniable advantages - particularly in privacy compliance and scalability - but its real value is more nuanced. Instead of replacing real-world data collection, synthetic data should be viewed as an enhancement tool that fills gaps, stress-tests assumptions and refines research methodologies rather than as a standalone replacement. This paper by the MRS Advanced Insights and Analytics Council explores its practical applications, challenges over-hyped claims, and lays out a more grounded vision for its role in market research.

Download AI and Synthetic Data in Market Research here