Blog
Notes, op-eds, and field reports
Syntheses, lessons from the field, takes. On substance, on method, on what AI-assisted research changes — and what it does not.
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What Is a Synthetic Panel? A Reference Guide to Synthetic Respondents and the Fifth Generation of Market Research
A reference guide to synthetic panels: what they are, how synthetic respondents are actually built, what the industry is really doing, what the science says, and where they create decision-grade value — framed as the fifth generation of market research.
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The Fake AI Monet, and Why Your Synthetic Persona Will Get the Same Treatment
A viral hoax — a real Monet passed off as AI-generated and torn apart by online critics — quietly replicates twenty years of psychology research. The same bias is now distorting the synthetic-research debate. The real question is not 'is it human or synthetic?' The real question is: does it help you decide?
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