At TMRE 2026, MSI will join for a session examining one of the biggest questions surrounding synthetic data in market research: How do you know when AI-generated insights are reliable enough to inform real decisions? Drawing on a multi-study research program, the session will share practical approaches for validating synthetic respondents and determining when their outputs are, and aren’t, decision-ready.

Tracy Adams, PhD, Sr. Director, Research & Insights at the ARF, and Keith Smith, PhD, Managing Director of MSI, will take the stage to tackle one of the most pressing questions in research today: Can synthetic data be trusted to inform real decisions?

In their session “Decision-Ready or Not? How to Validate Synthetic Data,” discover findings from a multi-study research program stress-testing synthetic respondents and AI-generated simulations—highlighting common risks like prompt fragility, over-optimism, and variability loss.

Learn practical approaches for benchmarking synthetic data, matching validation rigor to decision stakes, and determining when AI-generated insights are truly decision-ready.

Learn More HERE