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Synthetic research deserves a careful hearing. Buyers also deserve a clear account of what has been tested, where it fails and how those failures might affect their decisions.

New work on synthetic data shows that plausible AI-generated answers can resemble market evidence while missing the variation that commercial decisions depend on.

Ipsos’s latest work on digital twins points to a useful role in early innovation screening. But the research industry needs to define where simulation ends and evidence begins.