In a recent LinkedIn post, Adrian Swinscoe discusses his conversation with Ali Henriques, Executive Director of Market Research at Qualtrics, highlighting the emerging role of synthetic panels in market research. Swinscoe frames this as a significant evolution in how brands can understand and predict consumer behavior, moving beyond traditional methods.
Swinscoe shares Henriques’ perspective on the potential of these synthetic panels, which are essentially predictive models of human behavior trained on extensive real-world data. As Adrian Swinscoe notes:
“Brands should explore using synthetic panels (which Ali prefers to call “simulations”) as predictive models of human behaviour. These models are trained on 95% real, anonymised, aggregated human survey data from over 20 industries.”
This approach, according to Swinscoe’s reporting of Henriques’ insights, offers a powerful solution to the limitations of traditional human panels. The ability to rapidly screen a large volume of ideas is a key advantage.
The Efficiency and Scalability of Synthetic Panels
Adrian Swinscoe elaborates on how these simulated panels can revolutionize idea testing. He points out the impracticality of using human panels for scenarios involving simultaneous testing of numerous offers or messages due to time and cost.
According to Adrian Swinscoe:
“These models can be used to rapidly screen a high volume of ideas (e.g., testing 25 different offers or messages simultaneously) that would be impractical to test with human panels due to time and cost constraints.”
This scalability allows brands to be more agile and responsive to market dynamics, enabling quicker iteration and optimization of their strategies.
Maintaining Relevance: The Importance of ‘Hydration’
A crucial aspect of ensuring the effectiveness of synthetic panels, as highlighted by Swinscoe’s coverage of Henriques’ views, is the concept of ‘hydration.’ This refers to the continuous updating of the models with fresh data.
Adrian Swinscoe emphasizes:
“A key operational requirement of synthetic panels is constant “hydration,” meaning the regular introduction of new batches of aggregated human insight data into the model, at a minimum on a monthly basis. This keeps the model remains fresh and relevant.”
This ongoing data infusion is vital for maintaining the accuracy and predictive power of the simulations over time.
Enhancing Accuracy with Proprietary Data
Furthermore, Swinscoe’s report details how brands can enhance the utility of these generalized models by integrating their own specific research data. This creates tailored solutions that are more relevant to a company’s unique market position and customer base.
As Adrian Swinscoe explains Henriques’ point:
“Brands can deploy “walled garden” extensions or adapters on top of generalised models, integrating their proprietary client research data, which enhances the model’s accuracy and trustworthiness for your specific business.”
This integration allows for a more nuanced and precise understanding of consumer behavior within a specific brand context.
The Evolving Role of the Market Researcher
Finally, Swinscoe touches upon the profound implications of these technological advancements for the role of market researchers within organizations. The insights reported suggest a shift towards a more strategic function.
In Adrian Swinscoe’s view, the role of the researcher is being redefined:
“Given this context, the role of the researcher in organisations is being redefined as a strategic orchestrator.”
This evolution positions researchers as key orchestrators of data and insights, guiding strategic decisions rather than solely focusing on data collection and analysis. Swinscoe’s coverage of this conversation provides valuable insights into the future trajectory of market research and the strategic importance of embracing new technologies like synthetic panels.
📝 About This Content
This article is based on insights shared by Adrian Swinscoe on LinkedIn.
📅 Originally posted on March 31, 2026 | View original post on LinkedIn →