KS&R Report Tests How Well Four Synthetic Data Providers Match Real Survey Answers

Market research firm KS&R has published The State of Synthetic, an evaluation of how faithfully AI-generated survey data reproduces real human responses, the firm said in a press release. It scored production models from LagrangeDATA, Livepanel, Simulacra and Lewsearch using its own patent-pending ECHO Index.

Each provider generated a synthetic copy of two public datasets, one simple and one complex. All four landed within the baseline on the simple study, but all four initial submissions fell far outside it on the complex one. KS&R says the results cover specific submissions and are not a ranking of the firms.

KS&R says it sells no synthetic data products. Providers can have their models scored and listed in its ECHO Registry and use that acknowledgement in their own marketing, and plans to extend the index to digital twins and synthetic personas by early 2027.