Ipsos accelerates product testing with AI-generated synthetic data for faster launches and deeper consumer insights

Ipsos Boosts Product Testing with Synthetic Data and AI for Faster Launches and Deeper Insights

24 June 2025

Ipsos, a global leader in market research and consulting, is enhancing its product testing capabilities by integrating synthetic data powered by artificial intelligence. This approach is helping product developers speed up launches and gain richer insights into consumer behavior.

How Synthetic Data Supports AI in Product Testing

Anthony Dsouza, Head of Innovation at Ipsos India, explains that AI systems learn from training data. Without access to relevant real-world data connected to a business, AI cannot generate synthetic data that accurately reflects authentic consumer behavior.

To evaluate synthetic data, key statistical measures such as means, variances, distributions, and correlations are compared against real data. The closer the synthetic data matches these metrics, the lower the risk when using it in product testing. However, some risk remains as synthetic data cannot perfectly replicate every detail of real consumer data.

Balancing AI with Human Input

Dsouza highlights that product experience remains deeply human. AI cannot fully replicate five senses, emotions, or the context humans bring when interacting with products. Synthetic data is not intended to replace human input but to complement it by reducing the number of human respondents needed without sacrificing reliability.

Benefits of Using Synthetic Data in Product Development

Amit Adarkar, CEO of Ipsos India, notes that synthetic data accelerates product development by simulating consumer responses. This method is already making an impact across industries like consumer goods, healthcare, financial services, and automotive by enabling effective simulations and data augmentation.

• Product testing speed improved by up to 50%
• Insights enriched by 100% through deeper subgroup exploration
• Cost savings ranging from 20% to 60%

Adarkar adds that success depends on how closely synthetic data mirrors real consumer data. Leveraging Ipsos’ expertise in product testing and AI training, they aim to boost market research agility and reduce costs while maintaining research quality.

For product developers looking to explore AI applications in testing and data augmentation, learning more about AI training and synthetic data techniques can be valuable. Resources such as Complete AI Training's latest AI courses offer practical insights into these technologies.