Mumbai: Ipsos has announced the India launch of its Synthetic Data Capability for Product Testing, combining real consumer data with AI-generated synthetic data. This innovation promises faster insights, shorter time-to-market, and cost-effective testing solutions for clients across industries.
Making its India debut with immediate effect, the synthetic data-powered testing methodology unlocks significant efficiencies. Ipsos clients can now access augmented datasets that reduce the number of human respondents required, while maintaining reliable and statistically valid results.
“Artificial intelligence systems acquire intelligence through training data. If an AI has not been trained on pertinent real-world data related to your business, it will be incapable of producing synthetic data that retains the properties of authentic data. This principle is fundamental,” explained Anthony Dsouza, Head of Innovation at Ipsos India.
He further added, “The evaluation process is equally straightforward. Synthetic numerical data should at least correspond to real-world data on key statistical measures such as means, data distribution, variances, and inter-variable relationships, including correlations. Conducting a direct comparison between synthetic and real data using these metrics facilitates an assessment of how accurately the synthetic data approximates the real data. The closer the synthetic data aligns with the real data, the lower the inherent risk involved; however, some risk always persists because synthetic data cannot flawlessly replicate every facet of real data. Consequently, synthetic data should be utilized only when one is prepared to accept a certain level of risk.”
Challenging the misconception that synthetic data could eliminate human involvement, Dsouza emphasized the human dimension of product experience. “AI can’t replicate the five senses, emotions, expectations, or the context that humans naturally bring to their interactions with products. Using synthetic data in product testing isn’t meant to replace human input altogether, but rather to enhance it – by determining the minimum number of human respondents needed to work alongside synthetic data for reliable results,” he said.
Amit Adarkar, CEO, Ipsos India, expressed enthusiasm about the impact of synthetic data on product innovation, “We can accelerate product development with synthetic consumers, and it is revolutionizing industries from consumer goods, healthcare to financial services, automotive etc, enabling simulations and data augmentation, without compromising on rigor.”
He further noted the key benefits:
- 50% faster product testing timelines
- 100% richer insights by exploring deeper sub-groups
- 20% to 60% cost savings for clients
“Successful deployment of synthetic data hinges on the extent to which synthetic data mirrors real consumer data. Ipsos will be leveraging its thought leadership in product testing and the extensive AI model training experience, to boost market research, agility and reduction of costs, through cutting edge research,” Adarkar added.
The synthetic data capability for product testing reinforces Ipsos’ leadership as the world’s No.1 product testing company and signifies a major leap forward in AI-enabled, future-ready research solutions for the Indian market.
