In our research we’ve identified four distinct classes of opportunities. The first involvessupporting current practicesby making them faster, cheaper, or easier to scale up. The second involvesreplacing current practicesby leveraging synthetic data (data about people’s preferences or behavior that’s created by AI and not gathered through surveys or interviews). The third involvesfilling existing gaps in market understandingby obtaining insights and evidence that aren’t available in conventional data. And the fourth, which is still just emerging, involvescreating new types of data and insights.