In episode 127 of The Exchange Karen Lynch and Lenny Murphy unpack what’s really happening beneath the surface, from synthetic data hype to the quiet shifts reshaping how insights actually get used. The team breaks down why synthetic respondents can’t replace fresh research, how major players are repositioning as data hubs, and where AI starts to fall apart outside its training.If you’re trying to make sense of where the industry is heading and what actually matters versus what’s noise, this one gives you a clear, unfiltered view.