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SEOUL — OpenSurvey, a leading consumer data platform, is set to redefine the market research landscape by expanding its reach into pilot testing and simulation through advanced predictive data modeling. By integrating a decade’s worth of proprietary research data with cutting-edge artificial intelligence, the company aims to shift the industry paradigm from simple data collection and analysis to proactive data prediction.

On April 8, OpenSurvey CEO Hwang Hee-young announced the upcoming launch of "AI Synthetic Panels," a business-to-business (B2B) solution that utilizes a virtual group of respondents to generate anticipated consumer feedback. The service is scheduled for an early-access launch to existing clients this May, with plans for a phased rollout to a broader customer base shortly thereafter.

Simulating the Future of Consumer Response
The AI Synthetic Panels allow enterprises to forecast consumer reactions before committing to major business moves. For consumer goods companies, this tool is particularly transformative; it enables them to simulate user responses to a new product before it even hits the shelves. By obtaining high-fidelity "virtual" feedback, decision-makers can significantly accelerate product development cycles and mitigate the risks associated with market entry.

At the heart of this innovation lies a dual-core technological approach. First, OpenSurvey utilizes a proprietary algorithm to identify "material data"—high-quality historical survey data, such as longitudinal dietary and lifestyle studies—that serves as the foundation for the simulation. Second, a Large Language Model (LLM) is employed to infer how virtual respondents would likely answer new queries based on that foundational data.

To ensure the reliability of the results, OpenSurvey has focused on overcoming a common pitfall of LLMs: the tendency to generate "average" or "hallucinated" responses that gravitate toward a mean distribution. By strictly comparing AI-generated outputs against real-world data distribution patterns, the company has enhanced the accuracy and diversity of its synthetic responses.

A New Pillar for B2B Growth
CEO Hwang Hee-young emphasized that this solution addresses the most critical questions businesses face: "What will happen if we change our product or our store layout?"

"The AI Synthetic Panel provides the data that companies want most before making a final decision," Hwang said. "Starting with the food and beverage sector, where we have a vast accumulation of consumption trend data, we will continue to advance the solution so it can be utilized across various industries."

OpenSurvey intends to position the AI Synthetic Panel as a flagship standalone B2B solution rather than a mere feature within its existing research platform, DataSpace. Hwang believes the potential for growth is immense, as the tool can eventually be customized using a client’s own internal data.

"Many companies possess valuable data assets across different departments and product lines but struggle with the complexity of analyzing and utilizing them effectively," Hwang noted. "The AI Synthetic Panel will serve as a catalyst, significantly increasing the utilization rate of a company’s high-value data assets."

Revolutionizing the Data Lifecycle
This move signals a strategic pivot for OpenSurvey as it seeks to lead the "Research 3.0" era. While traditional market research relies on the time-consuming process of recruiting and surveying human participants, AI-driven synthesis offers a cost-effective and instantaneous alternative for preliminary testing.

As the global market for AI-driven business intelligence continues to surge, OpenSurvey's attempt to bridge the gap between historical data and future trends marks a significant milestone in the South Korean tech ecosystem. The success of the AI Synthetic Panel could potentially transform how corporate strategy is formulated, moving the needle from reactive observation to preemptive action.

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