Here’s why synthetic research will be normal 12 months from now: your “definitive” market report is often outdated before the deck hits the table.
Two senior staffers from a commodity board landed in our office with exactly that problem. Trade mission in nine weeks, a nine-month-old binder, and a blunt question: help us understand what’s changed before we commit millions.
We built three digital twin cohorts for their priority Southeast Asian cities in two weeks. Ran targeted tests. Delivered a distributor-facing mini deck and a buyer FAQ grounded in current market data.
The week after, they validated culturally relevant consumption starters with local partner chefs and walked into the trade mission briefed, not guessing.
Traditional research timelines don’t match decision-making timelines anymore. By the time you field a study, analyze responses, and build a report, the market has moved.
Synthetic research doesn’t replace human expertise. It compresses the timeline so expertise can be applied when it matters.
The choice isn’t between perfect traditional research and imperfect synthetic research. It’s between timely insight and irrelevant perfection.
Markets move fast. Research needs to move faster.
In 12 months, this won’t feel new. It’ll feel obvious.