In an era driven by technological advancements, AI and synthetic data are playing an increasingly significant role in helping businesses understand consumer behaviour. As discussions about synthetic data’s potential to disrupt market research gain momentum in the media, many wonder if traditional methods are at risk of becoming obsolete.
While some may foresee marketers gravitating toward these tech-driven solutions, the irreplaceable value of human insights remains crucial in uncovering authentic consumer behaviour and building strong brand connections.
Farid Jeeawody, Partner, Hall & Partners
Abhinav Dua, Senior Vice President, Head of AI & Secondary Productization, Escalent
Asha Parmar, Associate Director, Tech & Financial Services, C Space
The Role of AI in Generating Market Insights
AI tools have transformed the way we analyse and interpret data, offering unprecedented capabilities for market research. These tools can process and synthesise massive datasets, delivering initial analyses and identifying patterns that would take humans much longer to uncover.
At Hall & Partners, AI tools are employed to analyse survey feedback and audio-video content from interviews, speeding up the process of extracting insights for brands. AI is instrumental in identifying the “what” — trends, patterns, and correlations that can inform strategic decision-making.
However, AI cannot replace the human expertise required to uncover the “why” behind consumer behaviours or the “so what” for brand strategies.
While AI can handle data-heavy tasks, it lacks the emotional understanding and contextual awareness needed to interpret complex motivations and feelings that drive consumer actions.
The human touch is essential in translating these patterns into meaningful insights that guide brand strategy.
Human Expertise: The Essential Complement to AI
AI’s ability to handle data at scale is undeniable, but its outputs need human expertise to be truly impactful. Market researchers play a vital role in guiding AI tools, asking the right questions, and interpreting findings within the broader context of consumer behaviour.
The skill of human researchers lies in framing the right prompts and ensuring that AI models generate insights that are not only accurate but also strategically relevant.
By combining AI’s data-processing strengths with human analysis, we can develop a more comprehensive understanding of consumer behaviour.
For instance, while AI might identify a decline in brand loyalty, human researchers can explore the underlying emotional factors through interviews and focus groups. This human-AI collaboration allows researchers to synthesise rich, actionable insights for developing brand strategies that resonate on a deeper level.
Synthetic Data: Can it Mimic Real Human Behaviour?
Synthetic data, generated through algorithms, mimics real-world data but lacks the emotional depth and individuality of human experiences. While synthetic data offers benefits like scalability, cost efficiency, and privacy compliance, it falls short in capturing the nuances of human behaviour.
Consumer decisions are influenced by emotions, irrational behaviours, and personal experiences—factors that synthetic data cannot fully replicate.
Hall & Partners’ research for a global bank demonstrated the power of real human insights when it revealed that language played a significant role in the success of campaigns in the UAE.
Insights like these, gained through direct interaction with real consumers, cannot be replaced by synthetic data alone. While synthetic datasets may offer useful patterns, they cannot provide the emotional depth and unique experiences that real-world data offers, making them less effective in generating the insights needed for authentic brand building.
The Risks of Relying Too Heavily on Synthetic Data
Synthetic data poses risks, particularly when it comes to accuracy and inclusivity.
AI models trained on synthetic data may inherit or amplify biases from the original data, leading to skewed results. This is especially concerning when considering issues related to diversity, equity, and inclusion (DEI).
Synthetic data may fail to accurately represent minority groups, which can result in biased insights and marketing strategies that exclude certain segments of the population.
Inaccurate or unbalanced datasets can lead to flawed insights that negatively affect product development, marketing efforts, and customer engagement. Brands that rely solely on synthetic data may miss out on the subtle emotional triggers that drive consumer decisions, making their campaigns less effective.
This lack of authenticity can damage brand trust and loyalty in the long run.
Authentic Insights for More Inclusive Marketing
The future of market research lies in a balanced approach that integrates both AI technology and human insights. AI is valuable for processing large datasets, but it should not replace the nuanced understanding that comes from real human experiences.
Authentic consumer insights, derived from direct interaction with people, are essential for creating personalised marketing campaigns that resonate with diverse audiences.
For example, C Space’s work with an alcoholic liqueur brand uncovered new consumer-generated ideas through an immersive online community, which led to innovative marketing strategies.
Similarly, Escalent’s in-depth interviews helped a major ad platform understand the sentiments of advertisers and agencies, revealing key product and marketing levers to boost market share.
These insights, coupled with exploratory testing of new features, resulted in actionable strategies that helped brands connect with their audiences on a deeper level.
Addressing DEI Challenges with Human Insights
As the industry moves toward more personalised customer experiences, brands must be mindful of inclusivity and representation. Synthetic data, while useful, cannot fully address the complexities of human diversity.
It may inadvertently reinforce biases or stereotypes if not properly validated. Authentic insights from real consumers, however, offer a deeper understanding of human behaviour and can help brands navigate DEI challenges more effectively.
In today’s world, where data privacy and ethical concerns are top of mind, brands must build trust through transparent, authentic communication.
AI can support this effort, but real human experiences are essential for fostering deeper connections and building lasting relationships with consumers.
Looking Ahead: A Balanced Future
The future of brand building depends on a balanced integration of AI and human insights. While AI provides powerful tools for data analysis, human expertise remains essential for interpreting these findings and shaping business strategies that truly resonate with consumers.
By combining AI-driven data with the emotional and contextual insights of human researchers, brands can achieve a comprehensive understanding of their target audiences.
Successful brands will be those that embrace Human-AI collaboration, using technology to enhance human connections rather than replace them.
The synergy between technology and human insight is crucial for creating meaningful consumer experiences and building authentic, enduring brands.
In an increasingly digital world, brands must remain not only data-informed but also deeply connected to the real people behind the data.
5 Key Takeaways on Brand Building While Leveraging Synthetic Datasets in Market Research
1. Balancing technology with human insight
While AI offers powerful tools for large-scale data analysis and initial pattern recognition, it lacks the ability to capture the emotional depth and nuanced behaviours that human expertise provides.
2. The limitations of synthetic data
Synthetic data in market research can introduce biases, miss emotional context, and lead to inaccuracies in model training, highlighting the necessity for real-world data to ensure authenticity and reliability in research findings.
3. The role of human expertise
Human researchers are essential for interpreting data and analyses outcomes, asking pertinent questions, and providing qualitative insights that AI alone cannot offer. This human touch is crucial for understanding the “why” behind consumer behaviours to gather insights and develop brand strategies that resonate at a deeper level.
4. Ethical and trust considerations
In an age where data privacy is a significant concern, maintaining brand authenticity and building trust through genuine human interactions and insights is more important than ever. Brands must balance technological advancements with empathy and authenticity to foster meaningful consumer relationships.
5. Integrating AI and human insights
The future of effective brand strategy lies in the harmonious and successful integration of AI and human expertise. Human-AI collaboration ensures a comprehensive understanding of consumer behaviour, combining broad data patterns with rich, contextual insights to create impactful, personalised marketing strategies.
