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Is B2B Ready for Synthetic Sample? Yes—If You Know How to Augment It

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About 1 hour

About this event

Synthetic sample promises to address well-worn challenges in B2B research: high CPIs and hard-to-reach audiences. But can it be trusted? If B2B research inherently relies on specialized, non-public knowledge that's hard to access, how do you train an AI model? 

Join Greenbook and NewtonX COO, Leon Mishkis, and Principal, Strategic Insights, Jason Talwar, for a conversation exploring the foundations of synthetic data and practical use cases for marketing and insights leaders.

We’ll explore new research from NewtonX that uncovers a successful approach to synthetic B2B research: Augmented Data. You’ll also gain practical insights into how AI via synthetic sample can help improve the effectiveness and efficiency of your B2B research projects. 

What you’ll learn:

  • How it works: A step-by-step breakdown from framing your business question to AI modeling and achieving verified results.
  • When to use it (and when to avoid): How to determine if Synthetic Sample and Augmented Data are the right fit for your business needs.
  • How to supercharge your sample: Learn how to apply augmented sampling to improve data quality, reach niche audiences, and save time and cost.

Hosted by

  • Guest speaker
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    Leon Mishkis COO @ NewtonX

    Leon Mishkis is the Chief Operating Officer at NewtonX, a leading B2B research firm known for delivering high-quality, verifiable insights. At NewtonX, Leon drives growth, revenue, and all client-facing operations, shaping the company’s strategic direction. With extensive experience in building and scaling businesses, he has a proven track record of leveraging research to fuel decision-making, business development, and innovation. Before joining NewtonX, Leon was an Engagement Manager at McKinsey, where he developed growth strategies for pre-IPO companies across Europe and North America and supported the firm’s venture practice, Fuel by McKinsey. He also worked closely with McKinsey's Global Managing Partner on response programs for Fortune 2000 CEOs during COVID-19.

  • Guest speaker
    G
    Jason Talwar Principal, Strategic Insights @ NewtonX

    Jason Talwar is a seasoned insights leader with extensive experience in data analysis, market research, and strategic planning. As Principal of Strategic Insights at NewtonX, he develops innovative research methodologies that transform high-quality data into actionable insights. Jason has experience with both large tech companies and startups, uncovering market opportunities and designing products to meet customer needs. An entrepreneur at heart, Jason co-founded SIMILE, an AI platform for metaphor analysis, and held leadership roles at Salesforce and Tableau, where he built departments and shaped strategy. As an Adjunct Advisor at Brown University’s School of Engineering, he mentors students in analytics and strategy. A published thought leader, he co-authored a Harvard Business Review article on Customer Surplus Value (CSV) and an article in the Journal of Marketing Analytics on synthetic data models.

Greenbook

The Future of Insights

Greenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.

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