From Synthetic Data to Gen Z: What We Learned at Printemps des Études

Last week in Paris, industry leaders, innovators, and brand builders came together at Printemps des Études to reflect on how consumer understanding is being reshaped. With AI, synthetic data, and knowledge platforms leading the conversation, the event underscored both opportunities and challenges in the evolving insights ecosystem.

Here are our key takeaways:

1. AI and Synthetic Data: Power Meets Practicality

A central theme was the growing role of synthetic data and research platforms powered by AI in consumer insights.

• Synthetic personas and boosted samples: These approaches accelerate segmentation, enable synthetic focus groups, and test campaigns more quickly than before. Still, synthetic inputs cannot fully replace human data, they are a complement. High-quality, fraud-free responses remain essential for training and validation.
• Predictive AI: Proprietary models trained on historical datasets now forecast innovation success, advertising performance, and trend adoption with impressive accuracy. This enables large-scale “test & learn” cycles with speed and confidence.
• Case studies from global brands: Leading companies showcased how AI-powered platforms help synthesise ratings, studies, and creative testing results into actionable guidance. These tools now inform go/no-go decisions, identify creative performance drivers, but do not replace human data for more strategic projects.

The underlying message? AI augments, not replaces, human expertise.

2. Knowledge Platforms as Insight Enablers

Beyond data generation, knowledge management is evolving. Platforms demonstrate how AI-driven knowledge management is moving beyond storage into strategic enablement.

These platforms centralise and democratise access to research, integrating data sources into one user-friendly platform. This allows companies to generate easily insights and meta-analysis for actionable decision-making in short timeframe.

The real differentiator? Collaboration at scale, speed, and the ability to transform research into growth-driving intelligence.

3. The Evolving Profession of Insights

A recurring discussion focused on the future of the marketing research profession. The consensus:

• Hybrid teams combining data science and storytelling will define the next era.
• AI should strategically automate repetitive tasks – building templates or generating survey questions, so humans can focus on interpretation.
• Continuous training and upskilling will be critical as roles evolve.
• The value chain of insights will increasingly rely on human creativity amplified by technology.

In short, organisations need to rethink how insights are produced and consumed, ensuring data teams and insights professionals work more closely than ever.

4. Generation Z: A Growing Focus

With a fresh lens on consumer behaviour, the event spotlighted how Gen Z is influencing brand strategies. This cohort expects authenticity, immediacy, and alignment with their values. Case studies illustrated that brands capturing Gen Z’s attention succeed by blending cultural fluency with technological agility.

5. Exploring What’s Next

A defining spirit of the event was exploration – looking beyond today’s practices toward new perspectives and solutions. Examples included AI assistants designed to integrate insights directly into client workflows, showing how technology is embedding itself into decision-making.

The overarching takeaway: innovation in insights is not just about speed or technology, but about flexibility and actionable consumer guidance for decision-making.

Final Thoughts

Printemps des Études 2025 made one thing clear: the future of insights is collaborative, AI-enabled, and strategically human. Synthetic data, predictive modelling, and knowledge platforms are accelerating decision-making, but the true differentiator will remain how we as humans craft meaning, stories, and strategies from these tools.

Discover how behavioural expertise and AI-driven insights can unlock smarter decisions. Get in touch today!

THE AUTHOR

Elodie Borg, Insight Director at Behaviorally, leads the French delivery team with nearly two decades of expertise in consumer insights and innovation. Elodie has a keen focus on optimizing concept product innovations and media audience measurement, working across various sectors. She is curious about the latest environmental, societal, and digital trends, including AI. Outside of work, she has been an actress in a theatre troupe.

Connect with her on LinkedIn!