Synthetic Data: Reality Bites by Jon Puleston

Our industry has a long history of falling in love with the “next big thing.” From online research to big data, from social media listening to synthetic samples, each wave arrives with bold promises—often accompanied by a surge of optimism that reality struggles to match.

This session explores how and why that gap emerges. Looking across past innovations, it shows how early expectations can diverge sharply from what is ultimately delivered. Synthetic data is used as a live case study: an innovation currently moving through its own hype cycle, with moments of genuine breakthrough alongside areas where performance falls short.

The session examines how researchers can remain open to new possibilities while staying grounded in evidence. It also reflects on a broader question….how do we think about the future more effectively? What mindset helps us distinguish between transformative change and overpromise? How do companies more effectively plan for the future?

Jon Puleston

Jon is a research methodologist and experimenter, focused on pushing the boundaries of how research is designed and delivered. He is particularly interested in improving data quality, respondent engagement, and right now immersed in exploring the role of AI and synthetic data and how it is shaping the future of insight.