What is synthetic research?

Synthetic research uses AI-powered personas that simulate how real buyers, customers, or market segments would respond to your research questions. It produces directional signal — insights to sharpen your hypotheses — before you invest in real primary fieldwork. Gather Synthetic runs AI-moderated interviews across any audience archetype in minutes, not weeks.

How is synthetic research different from real research?

Synthetic research generates directional signal using AI personas, while real primary research collects data from actual people. Synthetic pre-research is faster (minutes vs. weeks), cheaper, and ideal for hypothesis generation and stakeholder alignment. It is not statistically valid and should be used to focus and prioritize real fieldwork, not replace it. Gather offers both synthetic pre-research and real AI-moderated interviews with actual respondents.

What types of research can Gather Synthetic run?

Gather Synthetic supports 14 study types: Brand Perception, Product Feedback, Concept Testing, Competitive Intelligence, CX/NPS Deep Dive, Messaging & Claims Testing, Win/Loss Analysis, Market Segmentation, Pricing Research, Ad & Creative Testing, Customer Journey Mapping, Feature Prioritization, Churn & Retention Analysis, and Audience Discovery.

How much does synthetic research cost?

The first 5 synthetic interviews are free. After that, B2C audience interviews cost $0.50 each and B2B audience interviews cost $5.00 each. There is no subscription required.

How accurate is synthetic research?

Synthetic research is directional, not statistically accurate. Confidence scores reflect internal AI response consistency, not statistical significance. Quantitative projections carry a ±15–20% margin of error. Treat findings as educated hypotheses to validate with real primary research, not as definitive measurements.

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Grocery membership & fee comprehension · PUBLIC RESEARCH BRIEF

InstacartDo members understand the fee before they start the cart?

Instacart's US Instacart+ page describes $0 delivery-fee benefits subject to order minimums while stating that service and other fees may still apply. It also describes grocery, retail and eligible restaurant thresholds plus shared membership perks. That creates a useful study about whether prospective members understand the conditions before choosing a plan or building an order.

Sources checked 2026-09-22 · Simulation results not yet generated

Test a question in Gather ↗Explore fictional demo →

CHANGE ONE THING. LEARN WHAT MATTERS.

Three questions for the GTM team.

For an Instacart shopper evaluating Instacart+, would a benefit headline with the order minimum directly beside it or a worked basket showing delivery and service fees produce better understanding? Use current fees for the shopper's location and ask them to predict the final charge before revealing it.

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Would choosing between monthly and annual Instacart+ be easier with a simple plan comparison or with a personalized break-even worksheet based on verified past orders? Treat the worksheet as a proposed decision aid and do not promise that ordering behavior will stay constant.

Set up this study →

When a household considers sharing Instacart+ benefits, would explaining shared carts first or explaining eligible fee benefits first better clarify who can use the membership and why? Test comprehension separately from enthusiasm for the feature.

Set up this study →

PROPOSED AUDIENCE

Who should weigh in?

US adults who order groceries or retail items for delivery at least occasionally and are considering, trialing or currently using Instacart+. Include annual and monthly plan prospects, current members, lapsed members and household sharers. Recruit adults only and verify recent ordering behavior. Proposed segments; no conversion or savings prevalence is implied.

TWO TIME HORIZONS

Trial today. A habit tomorrow?

Near term · 0–90 days

Over 0–90 days, recruit shoppers with verified order frequencies and expose them to matched enrollment and checkout explanations. Measure correct threshold and fee comprehension, plan choice, qualified trial starts, support contacts and actual eligible orders. A trial start without an understood renewal term is not a successful outcome.

Longer term · 3–12 months

Over 3–12 months, follow consented members through renewal opportunities and changes in order frequency, basket size, retailer mix and household sharing. Compare expected with realized eligible-fee savings and reasons for cancellation or continuation. Separate seasonality and promotions from membership effects.

What would make the result actionable?

Use current localized terms, consented order receipts and billing events. Compare stated expectations with actual delivery fees, service fees, minimums and renewal outcomes without collecting unnecessary household data. A financial case needs observed contribution, benefit cost and substitution across order types; simulations are not purchase evidence.

A Gather simulation returns hypothetical customer reactions. Quantifying revenue, traffic or retention needs actual business inputs and validation against observed behavior.

Public sources

Instacart+ benefits, order minimums, fees and membership options ↗Current product page; checked 2026-09-22