How Sage is Transforming Insights with Embedded Synthetic Responses

Sage has overhauled its market research approach over the past two years as the demand for faster consumer insights has intensified. By embedding synthetic responses into its insight function, the company has drastically cut project timelines.

According to Eddie O’Brien, Sage’s Senior Director of Global Customer Insight, the team now compresses what used to be three-month research projects into just hours. This shift is powered by agentic systems that actively collect data, analyze it, and generate synthetic responses, while human researchers focus on interpreting emotional and behavioral nuances.

Sage validates these synthetic outputs by running side‑by‑side comparisons with traditional methods, ensuring quality isn’t sacrificed for speed. The approach has proven critical for staying agile amid rapid technological and market changes.

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