Rehearse your strategy before going to market.
Try an idea on a model of your audience. See how people react. Change one thing and run it again.
A selection of the brands we work with
Strategy is moving from guessing to rehearsing.
Every strategy makes assumptions about how people will respond. Simulation helps you explore those assumptions before you commit.
AI can use audience research and behavioural data to model possible responses to a product, price, or message. Change the offer, adjust the context, and compare the results to see where your thinking may need work.
That gives teams a way to explore options while decisions are still open. You can identify weak spots, sharpen ideas, and focus further research on the questions that matter most.
"Simulation may sound sci-fi, but teams do it every day: in their heads, in focus groups, in spreadsheets, and through trial and error."
Chad Reynolds, founder and CEO of Vurvey Labs
Four approaches to simulation.
Each level suits a different kind of question. The paper shows which one to use where.
- 01
AI-run research with real people
AI conducts, probes and analyses research with real participants. It speeds up methods you already use rather than modelling the audience.
Qualitative interviews · Concept research · Rapid synthesis
- 02
Synthetic respondents
Artificial participants that answer questions and react to products, concepts and messages. Fast, directional feedback.
Hypothesis development · Concept screening · Messaging
- 03
People models and audience networks
Richer, lasting representations of an audience, built on human or proprietary data. Some platforms let the modelled people interact.
Continuous questioning · Stakeholder response · Social influence
- 04
Population and society simulations
Large populations of agents that respond, interact and adapt inside a shared environment, so behaviour develops over time.
Market behaviour · Product launches · System-level change
Hear it from the people doing it.
Sam Hornsby, founder and CEO of TRIPTK, sat down with Chad Reynolds, founder and CEO of Vurvey Labs, for Codex Futures. Start with a short clip or listen to the full half hour.
"The question is moving from 'What do we think will happen?' to 'What did people experience when we simulated it?'"
Chad Reynolds, Vurvey Labs
"Simulation lets you test, or rehearse, a decision before you make it."
Sam HornsbyFounder and CEO, TRIPTK"The speed is useful, but the bigger value is confidence and conviction."
Chad ReynoldsFounder and CEO, Vurvey Labs"It's almost as if the better these tools get, the more human judgment they ask of you."
Sam HornsbyFounder and CEO, TRIPTK
How brands can rehearse the future
- 01The changing face of strategy
- 02Decoding simulations
- 03Simulations at TRIPTK
- 04A conversation with Vurvey Labs
- 05About TRIPTK
Get the white paper
Tell us where to send it and if you'd like to connect with the team to explore further.
We only use your details to send the paper and follow up on your note. Privacy policy
Prefer to watch, or talk it through?
- Watch the two clipsChad Reynolds, under a minute each.
- Listen to the full conversationSam and Chad, thirty minutes.
- Talk to our teamBring a decision you're weighing up.
Frequently asked questions.
Who is the paper for?
CMOs and leaders in strategy, insight and innovation who want to understand how simulation can help them make more informed decisions.
Does it cost anything?
No. The paper is free.
Does simulation replace research with real people?
Not at all. Simulation can help you explore and test new ideas and identify questions to investigate with real people. The paper explains its limitations and how it can support your research.
What happens to my details?
We use them to send you the paper and, if you ask, to follow up about a decision you're working on. Read our privacy policy.
Who wrote it?
This paper was written by Sam Hornsby, founder and CEO of TRIPTK, and his team at the brand strategy consultancy, part of Havas. It also features a conversation with Chad Reynolds of Vurvey Labs.
Can TRIPTK run a simulation with us?
Yes. We can help you test a specific decision or make simulation part of your team's ongoing strategy process. Tell us what you're trying to decide, and we'll help you work out where to start.
De-risk your next big decision with simulation.
Read the TRIPTK white paper to learn how simulation can help you explore your options, or talk to our team about a decision you're facing.