In this episode of Signal & Noise, Andrew and Brian take you behind the curtain again on one of the most buzzworthy topics in market research: synthetic panels. After meeting with four different providers in a single day, they share candid reactions, surprising truths, and why the future may not be what you think.

But first, Brian gives a quick recap of his trip to CrimeCon in Denver, a subculture of true crime enthusiasts that had eerie parallels to how niche communities form in market research.

This episode is part myth-busting, part roadmap, and part rallying cry for researchers curious (and cautious) about synthetic data. Tune in now to filter out the noise!

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In this episode of Signal & Noise, Andrew and Brian sit down with David Butler, President of PureSpectrum, to unpack the company’s newly expanded partnership with Qualtrics and what it means for the future of synthetic data in market research.

David shares insights on:

• His journey at PureSpectrum and transition into the role of President.

• The collaboration with Qualtrics to enhance synthetic respondent capabilities.

• How PureSpectrum is leveraging micro-surveys and longitudinal data to fine-tune synthetic models.

• Opportunities and challenges in using synthetic panels for sensitive research, difficult-to-reach populations, and faster iteration.

• The ongoing importance of human data in grounding AI-driven insights.

The conversation also covers broader industry themes like data quality, the shift toward shorter, more engaging surveys, and how synthetic insights could reshape research practices in the years ahead.

To lighten things up, the episode ends with a round of rants from the headaches of time zones to the value (or lack thereof) of conferences.

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In this fiery episode, hosts Brian and Andrew tackle one of the most pressing and frustrating issues in market research: data quality. After weeks (more like years) of conversations with clients, researchers, and suppliers, the hosts dive deep into why data quality feels like it’s getting worse, why the industry keeps masking the problem, and whether brands should even care.

From the massive waste caused by fraud prevention and data cleaning to the commoditization of sample providers, Brian and Andrew don’t hold back in asking the hard questions. Does a poor-quality sample matter if agencies clean it all up before it reaches brands? And if not, what’s the long-term cost to the industry?

If you have thoughts on Data Quality (rants or solutions), or are interested in being a guest on the show, Brian and Andrew want to hear from you!

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