Synthetic data promises to transform market research as we know it – and potentially entire marketing/innovation development pipelines – with faster, cheaper, always-on insights. But can you trust it? And are you prepared to discuss the ins and outs with your management, clients, or employees?

Join us to hear from four of the sharpest voices in AI and research methodology about the benefits, shortfalls, use cases, and context to consider as we each decide whether, where, and how far to dive into the synthetic universe:

Nancy Brigham, Ph.D., VP & Head of Research Science, Dynata

• Bio: As an expert in research method and strategy, and application of those to business solutions, Dr. Brigham has worked across both the client (P&G) and supplier (Ipsos, Dynata) sides of marketing research. Currently, Nancy furthers Dynata’s leadership position in the first-party data space through research-on-research, sampling methodology/best practices, client engagement, and industry thought leadership. She is a frequent speaker and serves on industry boards.

Eli Moore, Burke Vice President of Data Strategy

• Bio: Eli Moore is the Vice President of Data Strategy at Burke, a data, analytics, and insights leader with extensive CPG experience, and former Head of Global Consumer Analytics at The Coca-Cola Company. With deep expertise spanning AI, consumer insights, marketing strategy, and digital transformation, he will share learnings and business applications of different synthetic data approaches based on Burke’s recent study comparing various approaches.

Kristi Zuhlke, CEO, SevenArrows

• Bio: Kristi Zuhlke is a P&G CMK alumn currently working at the cross section of Insights and Technology. After growing and exiting her technology company, KnowledgeHound, for 10 years, she now consults on generative AI applications in Insights with a focused deep dive into simulating audiences, often referred to as synthetic data. She has a report releasing in late August 2026 that delves into the technology’s ins and outs and the current market landscape.

Chad Reynolds, CEO, Vurvey Labs

• Bio: Chad Reynolds is an American entrepreneur best known as the Founder & CEO of Vurvey Labs. Reynolds is considered one of the leading figures in Human AI models, consumer insights, and co-creation.

PLUS:

After the webinar, we’ll share access to a curated resource library on synthetic data – research papers, vendor articles, validation studies, blog posts, etc. with a big-picture summary of key learnings (AI, of course!).