Research & writing
Papers and essays on decision science, synthetic populations, and the psychology behind how people choose.
Why synthetic populations work
Individually we are complex; collectively we exhibit remarkable regularities. How language models learn those patterns, and where they break.
Heura LabFrom correlation to counterfactual
Modeling decisions as causal architectures lets us move beyond prediction to intervention and what-if reasoning.
Heura LabThe hidden variables behind every choice
Beliefs, emotions, memories, and context are the latent structures that shape how people interpret the world and act.
Heura LabTesting luxury brand messaging before launch
How a synthetic audience surfaced the framing that resonated with a new target segment for Luxeire.
Heura LabNavigating a strategic pivot with synthetic stakeholders
Simulating how donors, staff, and partners interpret change before committing real resources.
Heura LabBuilding the human-decision layer with care
Modeling how people decide is a human problem as much as a technical one. Principles for doing it responsibly.
Heura Lab