Synthetic data is often pitched as a shortcut around slow, expensive market research. In this episode, we break down when that promise holds, and when it falls apart.

This week, we welcome our guest Lee Henshaw, founder and AI marketing guru, to share how he actually uses synthetic respondents in real business decisions. From testing pricing and sales messaging to simulating focus groups of UK media buyers and retail CMOs, Lee walks through what works, what doesn’t, and where founders can get into trouble if they over-trust the output.

This episode introduces a practical, risk-based approach: use synthetics for speed and direction, validate with real people when the stakes are high, and design research around decisions, not curiosity. If you want better customer insight without a six-figure research budget, this episode shows what’s realistically possible right now.

Listen to our previous episode for the basics on synthetic data - https://shows.acast.com/early-adoptr/episodes/synthetic-data-without-the-hype-practical-uses-and-real-risk

Make sure to check out Lee's course on Maven:

• https://maven.com/dino-myers-lamptey-lee-henshaw/the-marketer-in-the-loop
• https://www.linkedin.com/in/leehenshaw/

What You’ll Learn

• How synthetic respondents differ from traditional synthetic datasets
• When synthetic research is useful for fast decision-making, and when it’s risky
• How to design synthetic focus groups that mirror real buyer segments
• A decision-first approach to market research that reduces wasted effort
• How to validate synthetic insights against real customer feedback

Key Topics Covered

• Synthetic respondents vs synthetic datasets
• Prompting and validation strategies for synthetic focus groups
• Risk-based decision frameworks for using AI research tools
• Backward market research and the “phantom report” method
• Iterative follow-up in synthetic interviews
• Large-scale qualitative analysis using AI agents
• Accuracy, bias, and trust issues in synthetic data
• How agencies are incorporating synthetic research into client work
• Gaps in market research training among marketers

Timestamps:

00:00 What We've Been Up to This Week

03:41 Synthetic Data Explained: A Quick, Practical Recap

07:45 Meet Lee Henshaw: Using AI for Real Market Research

10:28 “Brains in a Jar”: What Synthetic Respondents Actually Are

12:42 Predicting The Traitors With Synthetic Data

15:22 Pricing With Synthetic Focus Groups: A Real Synthetic Research Example

19:37 Talking to Retail CMOs Using Synthetic Focus Groups

23:20 Can You Trust Synthetic Data? Accuracy, Bias, and Validation

28:18 How to Build and Engineer Synthetic Respondent Audiences

31:44 Why Secondary Market Research Still Matters

35:15 Backward Market Research: Start With the Decision

38:57 Common Mistakes & Top Tips When Using Synthetic Respondents

50:16 AI News of the Week: World Models and What’s Next

01:00:31 AI Gone Wrong

01:03:29 Where to Find Us

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