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The Ethics of Synthetic Audiences
Keeping empathy and trust at the center of simulation Synthetic audiences promise something remarkable: the ability to learn faster, test safely, and reduce customer fatigue.…
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Reducing Bias in Synthetic Data
Fairness and validation made practical When people talk about bias in synthetic data, they often bring their own bias to the conversation. They project their…
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If Your Experiments Never Scare You, Are They Really Experiments?
Real experimentation should make you a little nervous. Not because you might fail, but because you might finally see what’s been missing. The best kind…
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The Synthetic Leap: How 2026 Experimenters Will Work
The next era of experimentation is synthetic, scalable, and smarter The next phase of experimentation will not be about running faster tests. It will be…
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3 Synthetic Experiments to Try Before Q1
Low-effort pilots to see synthetic value fast The biggest misconception about synthetic experiments is that they aren’t real. People imagine made-up data, detached from what…
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Are You Running Tests—or Running in Circles?
The Friday provocation for experimenters everywhere. Some testing programs feel like motion disguised as progress.There’s always another dashboard, another “test in flight,” another slide of…
Latest News
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Why intuition is still our strongest algorithm Every generation of technology promises to eliminate uncertainty. Each new system arrives claiming to make decisions faster, cleaner,…
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Frameworks for building inclusive, empathetic tests Most experiments are designed for the middle. They target the statistically average customer, the median behavior, the comfortable center…
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Empathy in data work isn’t about emotion. It’s about intention. When I build a synthetic audience, I’m not pretending those data points have feelings. I’m…
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