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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Outdoor retail & used-gear participation · PUBLIC RESEARCH BRIEF

REIWhat turns an unused jacket into a completed trade-in?

REI's membership page describes Re/Supply as a way for co-op members to shop used gear and trade in items for an REI gift card. This brief studies the decision to part with an unused item and complete the process. It does not assume that interest in reuse translates into participation or an additional purchase.

Sources checked 2026-09-20 · 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 REI member with an unused jacket, would a message about clearing space or one about credit toward a future REI purchase make checking trade-in eligibility more worthwhile? Keep the actual process and valuation unchanged, and distinguish interest from bringing in an item.

Set up this study →

Would a proposed pre-visit checklist explaining the actual eligibility and condition requirements make an REI member more confident about attempting a trade-in? Compare comprehension with the current information. Do not imply that a checklist guarantees acceptance or a quoted value.

Set up this study →

After an REI trade-in, what would determine whether the member uses the gift card for a planned purchase, an additional purchase or saves it? Test possible follow-up messages without assuming redemption is incremental revenue or pressuring members to spend.

Set up this study →

PROPOSED AUDIENCE

Who should weigh in?

US adult REI members with unused outdoor apparel or everyday bags they might consider trading in, plus members who have previously tried a trade-in. Include different levels of familiarity and access to participating locations. Confirm item eligibility before any real transaction. Exclude technical protective and life-safety equipment.

TWO TIME HORIZONS

Trial today. A habit tomorrow?

Near term · 0–90 days

Over 0–90 days, observe eligible members moving from an item they no longer use to an eligibility check and, where they choose, a completed trade-in. Record drop-off reasons at each step. Keep checklist comprehension, attempted trade-ins and accepted items as separate measures.

Longer term · 3–12 months

Over 3–12 months, follow whether members trade in again and how they actually use any gift card. Examine whether an unsatisfactory first experience changes willingness to return. Do not treat a lifetime membership as a renewing subscription or assume every redemption expands spending.

What would make the result actionable?

With consent and authorized retailer access, compare eligibility checks, accepted and declined items, final credit, handling cost and redemption records. Account for season, item condition and location access. Separate substitution of an already planned purchase from incremental demand; environmental claims would require a separate lifecycle assessment.

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

Public sources

REI membership: Re/Supply used gear and member trade-ins ↗Current product page; checked 2026-09-20