Blogs & Articles
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The Sample Size Illusion: Why More Synthetic Data Isn’t More Information
When you are vetting research vendors, you will often see them flaunt massive sample sizes. They promise thousands of synthetic respondents delivered in minutes. It is tempting to think that
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Why AI is a Quality Control Liability for Researchers
As an experienced researcher, you know that your value lies in your ability to explain the data. When a stakeholder asks how you reached a conclusion, you need a clear
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Why Synthetic Respondents Are a Risk to Your Professional Credibility
For those of us who have spent years in market research, we all know that your primary “product” isn’t just a slide deck. It is your ability to defend your