This webinar will provide a practical overview of the different ways synthetic data is being applied in market research, from augmenting and enhancing existing datasets through to the growing use of digital twins. We’ll explore where these approaches can add value, some of the important limitations and validation considerations, and what we have learned from applying them in practice. We’ll also share recent developments in our work with digital twins, alongside an anonymised case study showing the challenges, lessons and opportunities encountered when applying synthetic data to a real research problem.