Synthetic data remains one of the most talked-about areas in market research. There are enthusiastic advocates, equally vocal sceptics, and an ever-growing body of technical research. But for practitioners trying to run an actual synthetic project, a more immediate question remains: how do you do it well? Drawing on our experience of delivering synthetic boosting and Digital Twin projects, this practical masterclass moves beyond the theoretical debate to focus on what happens when synthetic methods meet real research programmes, real data and real clients.
