In this episode of Signal & Noise, Andrew and Brian sit down with David Butler, President of PureSpectrum, to unpack the company’s newly expanded partnership with Qualtrics and what it means for the future of synthetic data in market research.
David shares insights on:
His journey at PureSpectrum and transition into the role of President.
The collaboration with Qualtrics to enhance synthetic respondent capabilities.
How PureSpectrum is leveraging micro-surveys and longitudinal data to fine-tune synthetic models.
Opportunities and challenges in using synthetic panels for sensitive research, difficult-to-reach populations, and faster iteration.
The ongoing importance of human data in grounding AI-driven insights.
The conversation also covers broader industry themes like data quality, the shift toward shorter, more engaging surveys, and how synthetic insights could reshape research practices in the years ahead.
To lighten things up, the episode ends with a round of rants from the headaches of time zones to the value (or lack thereof) of conferences.
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