Synthetic data is the grown ups version of what researchers call mock data. It’s grown up because it’s no longer simply numbers that fit within set parameters. It can mimic the responses given by a particular profile, set of demographics or behavioural traits so it resembles real data and not just random numbers. So it’s got a bit clever, but is it clever enough?

Find out more about SME Companies' Employee Benefits Attitudes and Practices.

Until recent years, buying formal benefits for employees was mostly the realm of larger companies but now smaller companies have begun to realise that offering employees benefits in addition to just salary can be a win-win, a better way to remunerate employees and a way to help the company prosper, too. Through the research we wanted to understand what motivated smaller companies to invest in benefits and considered all kinds, both informal benefits like flexible working and more formal, contractual benefits like medical plans and income protection.

I was recently sent a postal survey which on first opening looked to be from the NHS. Through a combination of professional curiosity and trying to be a good respondent, I decided to complete it. As I began to read through the opening instructions and first few questions I realised that this was in fact a survey from the Conservative party. On the principle of misleading respondents I changed my mind about filling it out!