Pressure test your next decision

Put your assumptions to the test

Existing research does not always answer the next question. You may be preparing a campaign after the original fieldwork has ended, entering an unfamiliar market or planning communications about a sensitive change.

Simulation gives you a structured way to explore alternatives, uncover possible misunderstandings and identify questions for further research. It helps you refine what to say, consider what people may challenge and decide what needs testing with real audiences.

Four ways to use OneEval Simulation

Research extension

Put an existing research investment to further use. We build defined synthetic personas from customer, employee or stakeholder research, then explore new questions after the original study. This can support future campaigns, services and propositions while keeping simulated responses distinct from the original human findings.

Market preparedness

Examine the assumptions behind a new product, service or category. Explore how defined audiences might interpret the proposition, what they may need explained and where objections could arise. Use the findings to sharpen the offer and identify questions for market research.

Message testing

Compare messages, propositions and campaign ideas before launch. Explore possible interpretations, points of confusion and unintended meanings. This can inform positioning, thought leadership, press-office planning and the questions you take into human research.

Reputation readiness

Explore how stakeholders may interpret a sensitive announcement or reputation scenario. Examine alternative communications approaches, missing information and possible secondary risks. Apply the findings to crisis exercises, stakeholder communications and preparations for a known change.

Grounded in research, interpreted by people

Synthetic audience research uses artificial intelligence to create modelled personas that can be questioned and presented with alternative scenarios.

The starting point is the information available. Depending on the brief, this may include customer research, audience and market intelligence, sector analysis, relevant communications materials and the commercial context of the decision.

We use that material to define audiences and variations within them. Experienced researchers and communications advisers interpret the responses, examine contradictions and assess what the findings mean for your decision.

The work is designed to give you:

• A clearer view of possible audience questions, objections and interpretations.
• A comparison of the messages or approaches being considered.
• Recommendations for refinement and further testing.
• An explanation of the sources used and the limits of the conclusions.

Audiences, scenarios and deliverables are agreed around your brief.

Understand what a simulation can tell you

Synthetic responses are model-generated hypotheses. They are not observed human opinions, statistically representative findings or guaranteed forecasts of behaviour.

We assess whether the question and available information are suitable before recommending a project. Where a decision requires representative findings or direct audience feedback, appropriate human research remains necessary. Once you act, OneEval Impact can help assess the actual audience response and progress against your objectives.