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Synthetic Data in Marketing Research: How to Evaluate and When to Trust

arXiv · AI, language, vision and robotics · article · Sep 12, 2026 · UTC

Debate over synthetic data in marketing research has polarized between claims that large language models (LLMs) make human respondents obsolete and calls to avoid them entirely. We argue that both positions obscure the more useful question: not whether synthetic respondents work, but when. Building on Brand, Israeli, and Ngwe (2026), we make three contributions. First, we distinguish three types of synthetic data (ungrounded LLM responses, segment-level personas, and individual-level digital twins) and map each to the decisions it can support. Second, we develop a taxonomy of four families of

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