Forrester’s research shows how synthetic data and digital twins help insights teams move faster and answer questions their existing data can’t. Learn where it delivers today and what to look for before you choose a partner.
Forrester spoke with synthetic data providers and analytics firms to map where synthetic data works today and what still stands in the way of adoption. Here’s what stood out.
47% of digital business strategy decision-makers plan to invest in next-best-experience analysis in the next two years, up from 32% the prior year. Synthetic data helps build the customer profiles those models need.
Approval to access customer data can take weeks at large organizations. Synthetic data removes that delay, and digital twins can predict how customers will respond to products and topics they haven’t seen yet.
Synthetic data needs high-quality original data to stay true to real-world patterns. Forrester names this as a top barrier to adoption, especially in categories like consumer packaged goods where customer data is thin.
Download Forrester’s research for the full view of where synthetic data fits in your insights toolkit and what to ask before you choose a provider. Then learn how Resonate Digital Twins, built on real, individually matched consumer data, turn every answer into an audience you can activate.
