Synthetic Users: How Synthetic Users Unlock Net New Insights

Traditional research captures what users say, not what drives them. Synthetic Users bridge this gap by modeling the unspoken motives and psychological undercurrents missed in direct questioning.

By simulating the push-and-pull between emotion and reason, they move teams past “what users claim” to “why they act.” This isn’t just faster research — it’s how net new insights emerge, revealing the subconscious drivers like fear, trust, and desire that separate intention from action.