6: Synthetic data in research: How, what, where?

In Episode 6, we dive into synthetic data and how it’s already affecting and will affect the industry in the years to come. James (JT) Turner is joined by Kathryn Topp to discuss the topic. Kathryn is the founder of Yabble and an award-winning researcher and AI entrepreneur with more than 20 years of experience. 

She was named a Top 250 global insights leaders by ESOMAR and is leading the way in the field of AI insights with her company Yabble – a cutting-edge generative AI company that's revolutionizing the world of insights, working with Fortune 500 companies globally to bring AI into their insights practice. 

Topics discussed:

• Introduction to Kathryn Topp, founder and CEO of Yabble, and her background in the insights and data industry
• Yabble's journey as a generative AI company building tools for the insights industry
• The concept of a "knowledge lake" used by the AI to generate insights
• Comparing synthetic data with traditional research methods and the role of synthetic data in the research process
• The future of generative AI in the insights industry, including more specialized and fine-tuned models
• Advice for those joining the industry to embrace curiosity, be open-minded, and experiment with technology

 
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