Simulating Humans
(aka Synthetic)

What You Need to Know About This New Methodology

July 21, 22, 23 | 1:00–2:00 p.m. ET

Cut through the hype. Understand the reality. Learn how to apply synthetic respondents with confidence.

About The Series

Synthetic respondents. Simulated humans. AI-powered insights.

It’s one of the most talked-about shifts in market research—and one of the least understood.
Between bold promises and real risks, many researchers—on both the agency and brand side—are asking the same questions:
- Is this real or overhyped?

- Can I trust the outputs?

- Where does this actually fit in my work?

- Am I falling behind if I don’t adopt it?

This 3-part series is designed to cut through the noise.

You’ll get an objective, practical, and deeply informed perspective on synthetic respondents—what they are, how they work, and how to responsibly begin using them. Whether you're skeptical, curious, or already experimenting, this series will give you the clarity and confidence to move forward.

What You'll Gain

- Understand what “synthetic respondents” really are (and aren’t)
- Separate hype from reality and identify real use cases

- Recognize risks—and how to mitigate them

- Evaluate tools, vendors, and approaches with confidence

- Decide whether to build, buy, or wait - Ask smarter, more strategic questions internally and externally

Session 1

The What and Why – Understanding Human Simulation

When: July 21
Time: 1-2 p.m. ET
Description: Get grounded in what synthetic respondents actually are, how they work, and where

they fit in the research toolkit. We’ll look under the hood and get into the mechanics

behind the methodology.

Session 2

Getting Comfortable – Busting the Myths of Human
Simulation

When: July 22
Time: 1-2 p.m. ET
Description: There’s no shortage of misconceptions. We’ll tackle the most common myths head-on so

you can move past fear, confusion, and misinformation.

Session 3

Build or Buy? Navigating Your Options

When: July 23
Time: 1-2 p.m. ET
Description: Should you create your own simulated humans or partner with a vendor? We’ll walk

through the trade-offs, accuracy considerations, and practical decision-making

framework.

Presenter

Kristi Zuhlke

Futurist | Entrepreneur | Generative AI & Insights Leader

Kristi Zuhlke is a futurist, serial entrepreneur, and a leading voice on how generative AI is reshaping consumer insights. With 20 years of experience driving innovation in the industry—from leading insights on iconic P&G brands like Always and Gillette to founding and scaling an AI-powered analytics company acquired by YouGov—she brings a rare blend of practitioner expertise and technology leadership.Today, Kristi advises both brands and research partners on how to navigate generative AI, helping insights leaders turn uncertainty into actionable strategy during one of the most transformative periods in market research history.

Who Should Attend

Researchers and Analysts

Market researchers at agencies

Corporate/brand-side insights professionals
Innovation and strategy leaders

Anyone exploring AI-driven research methods