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About this event
Synthetic data is gaining traction across the research industry, but the hype often outpaces practical guidance. If you’ve found yourself asking when, where, and how to actually use it, you’re not alone. This session offers a grounded starting point, with insights from researchers who’ve tested synthetic approaches across dozens of real-world pilots.
Join Greenbook and Qualtrics to hear from practitioners who have led over 20 synthetic data pilots and are actively exploring how these methods complement — or challenge — traditional data collection. From early wins to the current limitations, the session will help demystify the technology, clarify where it adds value, and highlight what to watch as adoption accelerates.
You’ll get a candid look at what’s working in the field, where the pitfalls are, and how to explore synthetic data through low-risk, high-learning use cases. If you’re looking to build confidence with emerging AI methods and bring practical innovation into your workflow, this is the place to start.
What You’ll Learn:
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Ellen spent her career at the intersection of business, research, and analytics with experience at consulting, media, marketing strategy, and data science firms. She now leads a cross functional team for the Qualtrics Edge Center of Excellence, focused on combining the insights from market research and the power of AI to create innovative offerings for her customers. She holds a BS in Business Administration from the University of Illinois, Urbana-Champaign and an MBA from the Kellogg School of Management.
Kayla Schou, Ph.D., is a Scientist at the Edge Center of Excellence at Qualtrics, where she focuses on advancing AI for market research. Drawing on a strong background in developmental science and child psychology, she possesses a deep understanding of human behavior. Kayla is actively involved in the development and validation of synthetic data and AI models. She leverages her expertise in quantitative methods to ensure the generated synthetic data accurately reflects real-world consumer nuances. Her innovative work helps organizations gain rapid market intelligence and make confident, data-driven decisions.
Greenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
