Sascha Eder

Synthetic research is one of the most consequential shifts in market research, and one of the most misunderstood. Not all methods are equal, and using the wrong one carries real risk. This session maps the landscape, shows where synthetic personas fit, shares guardrails to use them with confidence, and offers a look at where the category is heading, including self-serve flows in NewtonX Hub. Key Takaways:  1. Four types of synthetic research, best uses, and limitations for each 2. How Synthetic Personas fit into the synthetic research landscape and alongside primary research 3. The guardrails needed to build a Synthetic Persona you can trust