Gartner says we lead. That's kind of them.

When Gartner mentions your company among as a leader in a new category, you stop, smile and ask the team if they’ve had enough coffee today—because our pace is apparently showing.

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Gartner’s report is clear: the next wave of user insight will come from our ability to replicate 'humaness' and all its human preferences, not endless scheduling calls.

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What Gartner noticed

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Gartner highlights three observations that made us nod (and maybe high‑five):

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1. Speed without sacrifice. Traditional research is a bottleneck; AI agents can run ten interviews, score them and surface patterns in minutes, not months.
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2. 85 % behavioural fidelity. Stanford HAI demonstrated that interview‑based agents reproduce real decision‑making with 85 % accuracy—good enough to move product discovery forward with confidence. Our own parity is higher but 85% is a good baseline.
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3. Dollars back to the roadmap. The study that cost organic researchers thousands of dollars, cost cents when run with Synthetic Users. Multiply that across quarterly sprints and the savings are obvious.
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On page 7, Figure 2 even screenshots a Synthetic Users study to illustrate how instant, iterative dialogue works at scale. Nice choice, Gartner.

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How we got here

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Synthetic Users was never about replacing researchers; it was about reclaiming their time. Since launch we’ve:

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• Codified qualitative depth. Firstly our reptilian brain approach, where we inject every Synthetic Users with its unique set of behavioural drivers. Then our knowledge‑graph architecture stores rich interview transcripts as agent memory, matching Gartner’s recommended best practice for accuracy.
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• Baked in skepticism. Adopt a skeptical yet curious mindset. With the Synthetic / Organic parity we offer you can start making some decisions as you get to first-insight very quick.
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• Democratised access. Engineers, PMs and CLevel… can all get insight instantly.

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What this means for enterprises

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• Accelerated decision‑making across divisions. Marketing, CX, product and ops can all validate assumptions instantly thanks to always‑available Synthetic Users.
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• Continuous discovery becomes real. Insight streams stay open 24/7, so strategies evolve with live data—not last quarter’s anecdote.
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• Inclusive perspective stays central. The same drop‑down breadth of Synthetic Users ensures every business unit hears voices beyond the usual core markets.
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• More shots on goal. Rapid feedback loops let teams iterate campaigns, journeys and features long before budget lock‑in.
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Of course, synthetic research isn’t a silver bullet (not yet) — and we agree with Gartner’s caution on over‑reliance. Waymos still have steering wheels, pretty soon they won’t.

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Science Corner data & gratitude
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Before we sign off, a note on context: this piece lives in our Science Corner, where we dissect claims with numbers, not adjectives. So here are the metrics that undergird today’s highlights (source: internal usage telemetry, Jan–May 2025):

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• Over 30,000 synthetic interview sessions run by customers.
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• 11 distinct industries served.
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• Median insight turnaround: 6 min 12 sec from research plant to report.
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• Average cost per study: $11 vs. ≈ US$ 200 for comparable organic panels.
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To every team who logged issues, shared transcripts and trusted synthetic voices: thank you. Your curiosity fuels the research that fills this corner of the blog.

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And here's Gartner's study from June 2025 (behind a paywall).

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