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. Predictive accuracy and a statistical interval are only shown when established for the specific result. Treat findings as educated hypotheses to validate with real primary research, not as definitive measurements.

← All brands

Travel loyalty & mobile stay experience · PUBLIC RESEARCH BRIEF

Marriott BonvoyWhich Bonvoy benefit makes the next stay easier to plan and understand?

Marriott's current Bonvoy pages describe member rates, in-room Wi-Fi, mobile check-in and key, earning and redeeming points, and tier-dependent benefits. This brief studies benefit and eligibility comprehension around a fictional stay. It does not estimate travel demand, savings or loyalty.

Updated 2026-10-02 · 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.

Before booking a Marriott stay, would a trip-specific Bonvoy benefits checklist or a member-versus-public rate comparison better help guests understand relevant value? Use a fictional hotel, dates and account.

Set up this study →

Before arrival, would an eligibility preview or a step-by-step setup card better help guests understand whether mobile check-in and Mobile Key are available for the stay? Do not check in to a real hotel.

Set up this study →

When comparing points, Cash + Points and a paid stay, would a normalized choice table or a goal-based explanation better support comprehension? Use fixed fictional balances and avoid recommending financial value.

Set up this study →

PROPOSED AUDIENCE

Who should weigh in?

North American adults considering or using Marriott Bonvoy, including infrequent and frequent hotel guests with varied familiarity with points, status and mobile stay features. Use fictional trips and accounts; exclude travel safety, insurance and credit-card decisions. Proposed audience; no booking or loyalty outcome is implied.

TWO TIME HORIZONS

Trial today. A habit tomorrow?

Near term · 0–90 days

Over 0–90 days, test booking-benefit, mobile-arrival and redemption-choice prototypes with fictional hotels, itineraries and accounts. Measure benefit comprehension, mistaken property or status assumptions, navigation success and task completion. Do not book, check in or redeem points.

Longer term · 3–12 months

Over 3–12 months, follow consented adult cohorts as destinations, hotel brands, status and trip types vary. Examine benefit recall, cross-property expectation drift, points-choice understanding and recovery after an unavailable feature. Booking, spend or loyalty claims require observed behavior and controls.

What would make the result actionable?

Use versioned Bonvoy rules, synthetic accounts and trips and known-correct property, status and redemption conditions. Randomize presentation while holding hotel, dates and balance constant; include unavailable and status-dependent cases; exclude credit and travel-safety advice; require privacy, accessibility and consumer-terms review.

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

About Marriott Bonvoy

Visit the company website ↗