Synthetic data is increasingly positioned as a shortcut in market research – faster insights, larger samples, lower cost. Some of this promise holds, but realising the value requires knowing where these tools work today and where they need more care.

This Ipsos Views paper offers practical guidance for life sciences insights leaders evaluating synthetic data applications – from Healthcare PersonaBot to AI-powered message evaluation – and introduces Ipsos' SURE Framework for assessing synthetic data quality.

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