Nate Elliott

If you are curious about synthetic data and what’s next for market research join Amy Basile, MDRG, Inc. and Yabble™ tomorrow. #marketresearch #insights

4

1 Comment

Data quality in market research has fundamentally changed. What used to be about catching speeders or obvious bots has evolved into identifying sophisticated, adaptive behaviors, AI-generated responses, coordinated fraud, and low-engagement participants that still “look” valid on the surface. RADAR™ is our response to that shift. It’s not just about validation, it’s about understanding respondent behavior before they ever reach your survey. Are they real? Are they engaged? Are they prepared to contribute meaningful data? Quality isn’t just about removing bad data. It’s about ensuring the data you keep is truly worth trusting. Proud of the team for the work behind this.

10

As we plan for 2026, many CX, UX, and Market Research teams are focused on planning for unpredictable project volumes and new AI-enabled workflows. But regulatory policy changes are coming that also deserve attention! I recently spoke with Howard Fienberg, CAE Senior VP Advocacy at the Insights Association about two regulatory shifts that could impact our work as researchers. Check out our short video here: https://lnkd.in/eMqhDTA6 #mrx #UXresearch #surveyresearch #marketresearch

7

1 Comment

A great post from my colleague Erin Davison Medeiros and Vision Insights' head of Data Science. We're constantly hearing about data providers leveraging synthetic data or data imputation to fill holes and gaps in data sets or finding ways to bolster sample sizes without having to actually survey more people. But at what cost to the integrity of your data? A couple of quick takeaways from this blog that really stuck with me related to the use of these types of data in market research: 1️⃣ "The point is to listen to people, and that requires … well, listening to people." If your market research about humans isn't actually asking humans, is it really market research? 2️⃣ "LLMs are trained on past data, whereas the goal of a survey should be to listen to people now. Even if an LLM has historical data aligning with our question, it is outdated as soon as it has been trained" In sports, if your team goes on a massive playoff run or a new partner makes a splash with a big partnership, how will a data set reflect current and future success if it's being based off of past performance or historical data? 3️⃣ On the topic of hard-to-reach respondents, (minorities, executives, etc.)...even when subgroup bias has been addressed in some way, there exists a "butterfly effect, that small changes to algorithms, training data, or prompts can lead to substantial changes in the output of LLM models that magnify the effect of biases." If the data provider already struggles to provide enough sample for unique and hard-to-reach audiences, how accurate and reliable will look-alike models be?

14

🚀I am thrilled to share the 2025 Year in Review for Ipsos in US's KnowledgePanel! We've continued our mission to enhance the quality and reliability of our data for businesses, government bodies, and academic institutions alike. 🔹 Key Highlights: 📈 Enhanced Engagement: Average of 61,073 active panel members each month ensuring robust, representative data even from hard to reach groups that is free from self-selection bias. 📈 Improved Efficiency: With just 3% average monthly attrition, we're now entering our third consecutive year of reduced panel attrition! 📈 Superior Completion Rates: Achieved an impressive 65% survey completion rate for surveys in the field for 5+ days, our third consecutive year of increased completion rates! These advancements are part of our ongoing commitment to deliver reliable and innovative solutions, meeting the evolving needs of our clients. Full report included below.

37

1 Comment

Are you relying on faulty data to guide your marketing and new product development efforts? Respondent fraud is a dirty little secret in market research that often goes unaddressed, quietly undermining your firm's efforts. If you're responsible for product development, marketing campaigns, or driving growth for your company and sometimes rely on market research, watch my recent video where I discuss the SIX STEPS you should take to reduce fraud and to increase the quality and actionability of your data. Check it out here: https://lnkd.in/gKMFjFbb #BoatingIndustry #Boating #MarketResearch #DataQuality #SurveyFraud #ProductDevelopment #MarineIndustry

7

Want better answers in your survey research? New research-on-research findings show how question design techniques, like positive reinforcement, scale labelling, and layout can change what people tell you. Get the latest in this methods-focused article here: https://lnkd.in/emchcDpP

3

In part 2 of our IntelliSurvey webinar series with our amazing Ally Casey, we’re focusing on more advanced survey design techniques and, more importantly, when they’re most useful. We’ll cover some more advanced methods like: - Concept testing to evaluate ideas in a more structured way. - Key Buying Factors, including MaxDiff for clearer prioritization and Derived importance to better understand key drivers. - Brand equity frameworks to help measure positioning more thoughtfully. - Wallet Share for understanding spend and competitor usage. Research can feel overly complicated at times, so it’s a great opportunity to understand the when, why, and how to deploy these methods to get to a clearer understanding.

9

1 Comment

Gen X and AI: a surprisingly chill relationship? Only 27% of them feel very nervous about AI, suggesting they embrace technology with open minds. Explore more insights in the third edition of the Ipsos Generations Report to understand how all generations feel, behave, and evolve over time 👉 https://ow.ly/KBo130sMJ9k

1

Quick read alert! Such a hot topic that we know our clients are looking for guidance on. I'm sure best practices will continue to evolve, but here is a quick summary of Fusion Hill's thoughts on how to currently best leverage (but not over extend) AI capabilities in in market research projects.

2

I am seeing and hearing about synthetic data in market research conversations quite a bit lately, especially as AI makes it easier to simulate “respondents” or build so-called digital twins of consumers. It’s a powerful idea, and I think it has its place, but it isn’t real people, and I think for many, it is misunderstood. I haven’t used synthetic data…yet. I am curious how others in research are thinking about this. Are you experimenting with synthetic respondents, what are your experiences?

7

4 Comments

https://lnkd.in/euQynFD8 In the face of global challenges, younger generations are feeling the pressure. Insights from Ipsos’ latest Market Essentials report reveal that younger people are more likely to perceive threats from U.S. economic policies, natural disasters, and political unrest compared to older generations. Learn more at: https://lnkd.in/euQynFD8

13

Are your survey questions doing too much at once? Double-barrelled questions sneak in multiple topics but only allow one answer—leaving respondents confused and your data hard to interpret. Try this: Break complex questions into simpler, single-focus items. Instead of: “How satisfied are you with our pricing and customer service?” Ask: ✅ “How satisfied are you with our pricing?” ✅ “How satisfied are you with our customer service?” This small change reduces response bias and gives you cleaner, more actionable insights. Want more tips for writing unbiased survey questions? Learn more here: https://lnkd.in/epJrC8SX

2

So true! An impactful segmentation study designed to deliver actionable insights that are embraced and integrated into a brand's organization can serve as a critical foundation for strategic growth, sharper marketing, and deeper customer relationships.

4

Generative AI is transforming insights by creating synthetic personas and digital twins that simulate consumer behavior. Agencies can now test campaigns in virtual environments before launch, saving time and cost. Lets discuss how you can leverage Gen AI for your next market research project!

5

Another great blog post from TRC Insights on segmentation and consumer insights. A nice example that utilizes proper survey questions to elicit differentiation, machine learning techniques for the analysis, and thoughtful synthesis of the results. https://lnkd.in/ere7YVfd

5