Global data and insights company Pureprofile is leveraging synthetic data to address challenges faced by businesses in scaling their research efforts, launching a new solution named Synthetic Responses.

The innovation utilises synthetic data to fill response quotas, overcoming data collection challenges that can lead to delays, increased costs, and incomplete insights.

By combining machine learning with real survey responses and panellist profile data, Synthetic Responses generates synthetic responses that are intended to work alongside traditional panels to deliver reliable and contextually relevant data that mirrors the original dataset.

Synthetic Responses is powered by Livepanel and employs a training and prediction process to analyse datasets. This solution allows researchers to meet project deadlines with reliable and representative insights without compromising quality. The machine learning models are customised for each training dataset to accurately reflect real panellist responses.

Chief Product Officer at Pureprofile, Niamh Fitzpatrick, said: "Synthetic Responses offers a reliable solution that efficiently fills respondent quota gaps, ensuring comprehensive, representative data collection without compromising quality or exceeding budgets. The speed with which Synthetic Responses fills these quota gaps is also unparalleled. While it once used to take several days to a week to fill a respondent gap, our product can generate synthetic data in as little as 24 hours."

The solution is targeted at a wide range of professionals, including market researchers, insights teams, media and advertising agencies, product and innovation teams, as well as academic and policy researchers. Pureprofile, founded in 2000 and based in Surry Hills, Australia, operates in North America, Europe, and the Asia-Pacific region. The company provides online research solutions to agencies, marketers, researchers, brands, and businesses.