Rebrands, Acquisitions, and a New Report on Synthetic Data

The research world is never short on headlines, and this week’s Intellicast is proof.

Brian and Gabby return to break down the latest headlines from around the market research industry. Topping the list is a deep dive into the new whitepaper from Strat7, which compares synthetic data providers using real-world testing methods. The whitepaper finds that while synthetic data performs well on individual questions, it falls apart when you examine the full respondent experience — consistency, internal logic, and key drivers simply don’t align with real human behavior.

Meanwhile, ESOMAR has updated its Code of Standards in partnership with the International Chamber of Commerce. The revised code introduces major new guidance on:

• Use of AI and synthetic data
• Consent and notification protocols
• Biometric and immersive data collection
• Inclusivity and the “duty of care” to vulnerable respondents

Other major topics in the episode include:

• Kantar Worldpanel rebranding under Numerator
• Norstat’s acquisition of Sample Solutions, strengthening its global B2B sample reach
• Rep Data’s “No Fly” list to filter out fraudulent respondents using Research Defender
• NIQ’s $1.25B IPO filing, aimed at reducing debt and increasing competitiveness

This episode is perfect for anyone trying to stay informed on sample trends, ethics in AI, and what the future holds for insights professionals.

Thanks for listening!

You can get your free copy of the Strat7 whitepaper here: https://strat7.com/ebooks/putting-synthetic-data-to-the-test/

Miss our webinar, The Sample Landscape: The 2025 State of Sample? Check out the on-demand version here.

Want to download your copy of The Sample Landscape: 2025 Edition? Get it here: https://content.emi-rs.com/sample-landscape-report-2025

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.