Human Decisions Are Complex. We Model Them for Better Outcomes.

Decision Studio enables you to build a synthetic population that reflects any audience. Use it to test messaging, understand what people know and believe about a topic, and anticipate how they will consume or purchase.

Most synthetic populations rely on historical data and struggle with new situations or limited data. Heura Lab uses behavioral science to model why people make decisions, not only what they have done before, so predictions remain reliable for new products, messages, and audiences.

We validate our simulations against real human survey data, measuring both population-level trends and individual differences. Our research shows that adding psychological characteristics nearly doubled individual-level accuracy on opinion questions compared with demographics alone. We can also validate results against your own data using previously unseen questions.

We can simulate up to 1 million synthetic people, enabling us to represent diverse audiences and analyze smaller subgroups with confidence.

No. Use it to iterate quickly and narrow 100 options down to the few worth testing, then validate those with real-world research.

Seconds. We process 10,000 synthetic people in approximately 30 seconds, so you can change a variable and rerun immediately.

Not by default. Our synthetic populations are built using aggregated, de-identified data. We can also incorporate your own customer data to improve audience-specific accuracy, subject to appropriate privacy safeguards.