Synthetic Panels
Read a concept in minutes, not weeks.
Synthetic panels score every concept on appeal, purchase intent, and differentiation, calibrated against real human results so you know exactly how far to trust the read.
Concept testing is too slow to keep up with your pipeline.
Traditional concept tests take weeks and cost enough that teams only test a handful of ideas. The weak concepts survive too long and the bold ones never get a fair read.
Synthetic panels flip the economics: screen everything cheaply and fast, then spend human budget only where the decision is expensive.
Synthetic, for speed and scale
Screen dozens of concepts in an afternoon, kill the weak ones early, and only spend human budget on finalists.
Human, for certainty
Confirm the shortlist with real respondents where the decision is expensive or the call is close.
Calibrated, not guessed
Every synthetic panel is benchmarked against human data in your category, so the read is anchored to reality.
One report, both methods
Synthetic and human results land in a single comparable scorecard, no stitching decks together.
How it works
Build the panel
We construct a synthetic panel calibrated to your category, demographics, and real consumer language.
Field instantly
Each concept is presented to the panel and scored on appeal, purchase intent, and differentiation in minutes.
Validate
We benchmark synthetic reads against human results so you know exactly how far to trust each score.
Decide
You get a ranked, side-by-side verdict: the winner, the reason it won, and what to test with humans next.
Proven at scale
Synthetic or human. We tell you which.
We've built research for the world's biggest brands since 2017, so we point the right method at the decision in front of you, and prove the synthetic read against humans before you bet on it.
Synthetic, for speed and scale
Screen dozens of concepts in an afternoon, kill the weak ones early, and only spend human budget on finalists.
Human, for certainty
Confirm the shortlist with real respondents where the decision is expensive or the call is close.
Calibrated, not guessed
Every synthetic panel is benchmarked against human data in your category, so the read is anchored to reality.
One report, both methods
Synthetic and human results land in a single comparable scorecard, no stitching decks together.
- Ranked scorecard across appeal, purchase intent, and differentiation
- Side-by-side concept comparison with a clear winner
- Synthetic-vs-human calibration so you know the confidence level
- Verbatim-style rationale for why each concept scored as it did
- A recommended shortlist to confirm with a human panel
Trusted by leading CPG & FMCG brands
- Mondelēz
- Newell Brands
- Clorox
- Nestlé
- Colgate
- Church & Dwight
Related
Deliverable
Concept Testing
Validate appeal, purchase intent, and differentiation. Synthetic, human, or both.
Learn moreDeliverable
Idea Generation
Generate and screen concepts at a scale no human team can match.
Learn moreDeliverable
Consumer Insight
Surface ranked demand spaces from millions of real consumer signals.
Learn moreFrequently asked questions
What is a synthetic panel?
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A synthetic panel is an AI model of a consumer audience, calibrated to a category and demographic, that responds to concepts the way a real panel would. Simporter uses synthetic panels to screen and score concepts in minutes, then validates the strongest ones against human respondents.
How accurate are synthetic panels?
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Calibrated synthetic panels correlate strongly with human results, typically 90%+ in the categories we benchmark, for relative ranking. We always report the calibration so you know how far to trust each read, and recommend confirming high-stakes decisions with a human panel.
When should I use synthetic vs human research?
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Use synthetic panels to move fast and screen many concepts cheaply, killing weak ideas early. Use human panels to confirm finalists where the decision is expensive or the margin is close. Most teams use both: synthetic to narrow, human to certify.
How fast is a synthetic concept test?
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A first synthetic read lands in minutes to hours rather than the days or weeks a traditional concept test requires, which is why teams use it to screen far more concepts per dollar.
What do I receive?
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A ranked scorecard across appeal, purchase intent, and differentiation, a side-by-side concept comparison, the synthetic-vs-human calibration, rationale for each score, and a recommended shortlist to validate with humans.