KS&R on Sawtooth Webinar: The State of Synthetic Data + the ECHO Index
Ben Cortese, PhD our VP of Decision Sciences and Innovation, brings more than a decade of experience in advanced quantitative methodologies and a passion for uncovering hidden insights through data to KS&R. Ben leads a close-knit team of expert data scientists and analysts that are the backbone of quantitative research for the organization, providing full-service consultation and analytics to our clients. But what truly sets him apart is his quantitative thought leadership, tackling challenging problems such as pricing research, feature prioritization, and predictive analytics through novel and innovative techniques. While his Ph.D. in statistics from Syracuse University is a testament to his dedication to the craft, Ben is about more than just numbers. A proud father and husband, he cherishes time outdoors with his family, spending time in the garden, and playing golf during Syracuse's fleeting sunny spells. For Ben, it's not just about data – it's about balance and the joy of life's simple pleasures.
KS&R’s Ben Cortese, PhD joined the Sawtooth Software webinar to explore the state of synthetic data — and what rigorous evaluation reveals about its performance.
Synthetic data is everywhere. Knowing when to trust it is everything.
Ben Cortese, KS&R’s SVP of Decision Science & Innovation, presented on the state of synthetic data, walking through KS&R’s ECHO Index — a rigorous, transparent framework for quantifying synthetic data performance and helping research leaders assess quality, reliability, and fit for use.
Synthetic data is part of daily conversations across the insights industry, but many researchers and business leaders are still seeking clarity around viable applications and overall trust. The session reveals where synthetic is actually working and where it falls short through the lens of structured evaluation.
The presentation covers:
- What synthetic data means in insights — and the full spectrum, including sample boosting and digital twins
- How the ECHO Index compares synthetic outputs to human response data
- Where synthetic data shows promise, and where there is still room for improvement
- What our experience suggest about governance, validation, and responsible adoption
- Practical next steps for evaluating synthetic data in your own research programs
For the presentation materials, complete the form below.
The ECHO Index: Technical Whitepaper
Interested in the technical details behind the ECHO Index? Check out the white paper to learn about specific criteria used in evaluation, how the multiple mechanisms connect to create a single, interpretable score, and what it means for governance in this space. Transparency is key to building trust in this technology, so we’ve published all the details.
About the Speaker
Ben Cortese leads KS&R’s AI strategy, development, and applications. He brings over a decade of experience in advanced quantitative methodologies and directs a team of data scientists who apply AI, predictive analytics, and novel techniques across pricing, feature prioritization, and insights activation. From early enterprise AI rollouts to evaluation of synthetic data, Ben focuses on rigorous research design, reproducible evaluation, and operationalizing AI so organizations can translate insights into measurable business outcomes.
About KS&R
KS&R is a nationally recognized strategic consultancy and marketing research firm that provides clients with timely, fact-based insights and actionable solutions through industry-centered expertise. Specializing in Technology, Business Services, Telecom, Entertainment & Recreation, Healthcare, Retail & E-Commerce, and Transportation & Logistics verticals, KS&R empowers companies globally to make smarter business decisions. For more information, please visit www.ksrinc.com.
