Mario Carrasco

co-founder & principal

ThinkNow

Mario X. Carrasco is the Co-Founder and Principal of ThinkNow, a technology-driven cultural insights agency specializing in multicultural consumer research and data solutions. With over 15 years of experience at the intersection of tech, data, and culture, Mario leads the development of innovative platforms including ThinkNow Synthetic, one of the first synthetic data solutions focused on underrepresented audiences, and DigaYGane.com, one of the largest and most representative Hispanic online panels in the U.S. He is a graduate of USC’s Marshall School of Business, the Stanford Latino Entrepreneur Leaders Program, and the SBA Emerging Leaders Program. A recognized industry voice, Mario serves as Chairman of the Board at SampleCon, is a founding partner of Insights in Color, and a regular contributor to MediaPost. His work has received multiple awards including the ARF David Ogilvy Award, and his mission is to equip brands and institutions with scalable, tech-forward tools to engage today’s diverse consumer landscape.

Sessions

Apr 29

11:05 AM - 11:25 AM EDT

Yellow Stage

AI in Qual & Quant

Inclusive Insights & Social Impact

Synthetic Data

Beyond the Hype: When Synthetic Sample Works

Synthetic sample is gaining momentum, but confusion remains around when it adds value. This session shares a real-world case study using GAN-based synthetic data to expand multicultural representation while maintaining data integrity, plus clear guidance on when synthetic should and should not be used.
Key Takeaways:
1. What synthetic sample is and how it differs from LLM-generated data
2. When synthetic sample improves feasibility and representation
3. Clear guardrails for when human data is still required

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