Synthetic users for go-to-market
Go beyond demographics. Add buying behaviours to regional synthetic users—and explore how price, culture and context change the decision.
Change the offer. Watch the audience shift.
Different people. Different starting points.
Illustrative interaction · authored scenarios, not a model forecast.
The person behind the purchase
The same product can mean different things to different people. Price, habit, trust, culture and timing all shape the decision.
Explore many archetypes within each region. See where a message needs local context, where an offer needs personalisation and which assumptions deserve a real-customer test.
Meet the model ↗Inside the crowd · interactive preview
A market is made of individual choices. Meet the people behind the patterns—and explore what moves each of them.
Who tries it, who waits, and what makes the difference?
42 fictional personas. Responses, traits and connections are authored examples, not research findings or live model outputs.
Select a portrait to hold the view. Arrow keys work too.
The decision desk
A useful preview connects the question to the people behind it. Start with a message, a buying barrier or a market—not a generic AI prompt.
AMade for your everyday.BBuy fewer. Choose better.Illustrative synthetic audience response. Compare which message each segment notices, why it resonates and what to validate next—not a purchase forecast.
Build a message test ↗Separate willingness to pay from the effort of changing a routine. Plan a test of total cost, switching barriers and perceived risk.
Map the trade-offs ↗Put local price references, channels and buying occasions into the brief. Keep differences within each market visible.
Plan a local test ↗Inside the model
Who people are is the starting point. How they buy is what makes the difference.
Layer 02 · Our differentiator
Enrich the model with the behaviours behind a purchase—not just who someone is. The aim is to represent what triggers a decision, what holds it back and which trade-offs change the outcome.
What would make this buyer choose, wait or walk away?
Conceptual model approach. Inputs, coverage and predictive performance require validation for each market and use case.
Our evidence standard ↗An extra lens, not a replacement
Synthetic exploration and real-customer research have different jobs. Put them in the same workflow to make the next test more focused.
Bring customer research, category context and the commercial constraints you already know.
Explore competing hypotheses, objections and differences between archetypes.
Use interviews, panels or experiments to investigate the most consequential assumptions.
Combine the findings with commercial judgement. Record what remains uncertain.
For teams making the next move
Designed for product, growth, insights and strategy teams with a decision to make—not just a dashboard to fill.
Explore trial triggers, first-buyer hypotheses and reasons for hesitation.
Explore the use case ↗Compare messages, objections and local proof before writing the next creative test.
Explore the use case ↗Identify which assumptions travel and which need local evidence.
Explore the use case ↗The evidence standard
Good simulation should stand up to comparison. Agree the question, benchmark and validation criteria before looking at the result.
Our public interactions are authored examples, not live forecasts. We will attach measured claims to the evidence behind them—not ask you to trust a headline score.
Inside our validation approach ↗Compare by market and archetype.
Investigate the misses, not only the matches.
Regional context / explore the lens
A border changes more than language. Explore how the same GTM question can take a different shape when the conditions change.
Australia / AU
A city-centre launch and a regional rollout can expose different practical barriers. Build the comparison around the offer and the buying occasion.
These are illustrative planning lenses, not claims about national preferences or verified market coverage. Data availability, local validation and supported geography must be confirmed for each pilot.
Latest insights
Consumer behaviour · 8 minA practical guide to understanding customer decisions through needs, context, culture, price, social influence and market conditions.
Read article ↗
Market intelligence · 7 minHow to distinguish genuine buying signals from demographics, engagement vanity metrics and stated purchase intent.
Read article ↗
Consumer behaviour · 8 minA framework for understanding how economic confidence, timing, availability, regulation, media and social context reshape demand.
Read article ↗Start with a decision
Bring one commercial question, two alternatives and a market. Let’s define a focused pilot and the evidence it needs to earn your trust.