Intellicast

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 acquisi