137 - Unlocking the Power of Synthetic Data: Samuel Cohen on Transforming Market Research

This Greenbook Podcast episode features an interview with Samuel Cohen, CEO and co-founder of FairGen, a company specializing in synthetic data for market research. The discussion centers on the application of AI-generated synthetic data, differentiating between general AI approaches and FairGen's method of augmenting existing datasets to improve accuracy, particularly for hard-to-reach demographics. Cohen explains how FairGen's technology enhances, rather than replaces, traditional market research by boosting the effective sample size of niche groups within larger surveys, allowing for more granular insights without sacrificing overall accuracy. He emphasizes the importance of understanding the limitations and potential risks of misuse, advocating for clear guidelines and responsible application of the technology. The interview concludes with a call to action for listeners to experiment with synthetic data solutions to improve the speed and cost-effectiveness of their research.