Consumers Don't Know Why They Buy — They Just Explain It Later
Ask someone why they bought something and you'll get an answer. It will sound reasonable. Coherent. Even confident. And it will probably be wrong.
Decision Simulation: A Cross-Market Study on Sustainability (2026)
652 validated respondents. 3 markets. Under 2 hours. What this study set out to test — and what the data actually showed.
The Biggest Risk in Research Isn't Speed — It's Starting Wrong
Most research problems don't fail in the field. They fail before the first question is even asked — because the starting point is wrong.
When Synthetic and Human Responses Align — and When They Don't
The question isn't whether you can trust synthetic respondents. It's when different sources tell the same story — and when they don't.
Why Most AI Evaluation Fails at Conversation
Most systems are good at generating answers. Very few are good at sustaining reasoning. And almost none can tell you when a conversation actually holds up.
Persona engine
QualiSynth synthetic respondents are powered by StrataSynth. The StrataSynth blog covers persona construction, segment modelling, and the methodology behind synthetic conversation.
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