Not all synthetic data is equal
Most synthetic data is built from survey panels — modelled on the answers of people who are paid to fill in questionnaires. That means it inherits every weakness of panel research: a small, self-selecting group of professional respondents, telling you what they think you want to hear, in the artificial setting of a survey. You end up with a synthetic version of claimed behaviour.
Mine is built from something better. Instead of modelling survey-takers, I model real conversation — millions of ordinary people discussing their money, their insurance and their health with each other, unprompted and unpaid. No incentive to perform, no panel to skew the picture, and language that’s real rather than rehearsed. It’s the difference between a synthetic survey and a synthetic population. And because it’s drawn from live conversation, it moves when your market moves — so you catch new concerns and emerging trends as they surface, not months later.
How it works
1
You share your questionsWhatever you’d put in a survey, brief or discussion guide.2
I run them against the right datasetSynthetic data built from real conversation in your market — financial services, insurance or health & wellbeing.3
You get decision-ready findingsSentiment, themes, verbatim language and clear recommendations — not a raw file to make sense of.
Ask anything, any way you like
This isn’t a fixed questionnaire. Because there’s no fieldwork to commission and no panel to recruit, you can ask whatever you need, however you need to — closed questions, open-ended ones, or a full discussion guide. Test one concept or twenty. See a result you didn’t expect, and probe deeper the same day. Change direction halfway through without starting again. There’s no cost-per-respondent meter running, so the only limit is your curiosity.
Test your communications before you spend on them
The same data will tell you not just what people think, but how they’re likely to react to what you’re about to say. Try your messaging, straplines, product descriptions and ad copy against the conversation and see what lands, what falls flat, and which objections come up — in your audience’s own words.
You can test creative too. Share an ad image or concept and get a grounded read on how it’s likely to be received, before a penny goes on media. It’s a fast, low-risk way to pressure-test communications while they’re still cheap to change.
Why managed
The data never leaves me, and neither does the method. You get the interpretation, the quality control and the context that turn a dataset into a decision — with the privacy risk engineered out, because synthetic data carries no tie to identifiable individuals.
Made for: FMCG brands, financial services and pharmaceuticals who need a fast, credible read on how people really feel — for tracking sentiment over time, testing communications, or getting early sight of an emerging trend.
