Question 1

What is Decisions Lab?

Accepted Answer

Decisions Lab is a behavioral simulation and market research platform that predicts how a target audience will respond to your messaging, product, or strategy before you launch it. It builds behavioral models of any audience from real observed signals across 50+ public and private sources, then lets you run a message, campaign, or decision through that simulated audience to preview likely reactions.

Question 2

Is Decisions Lab a market research tool?

Accepted Answer

Yes. Decisions Lab is a market research platform that replaces or augments traditional survey-based research with behavioral simulation. Instead of recruiting respondents and waiting weeks for fieldwork, you test messaging, positioning, pricing, and product decisions against simulated audiences grounded in real behavioral data, with results in hours rather than weeks.

Question 3

How accurate is Decisions Lab?

Accepted Answer

Decisions Lab is validated at 92.7% prediction accuracy and is built from 20 billion real customer data points. In a Hong Kong government restaurant pilot, the platform modeled a 40% weekday reduction in food waste while the live pilot recorded 41.9%, a 93% match to the real-world outcome.

Question 4

How is Decisions Lab different from traditional market research?

Accepted Answer

Traditional market research relies on surveys, focus groups, and recruited panels, which are slow, expensive, and subject to what people say rather than what they do. Decisions Lab models real observed behavior from public signals, CRM data, and private data, with no survey panels and no synthetic respondents, so you can test multiple directions before committing budget.

Question 5

How does behavioral simulation work?

Accepted Answer

Behavioral simulation works by mapping real signals about an audience into behavioral personas grounded in actual decisions, then running your message or scenario through those personas to predict reactions. Decisions Lab ingests signals from sources like LinkedIn, Reddit, Hacker News, X, Substack, and arXiv, maps them into personas with explicit values and beliefs, and personalizes the simulation to your specific audience.

Question 6

What data sources does Decisions Lab use?

Accepted Answer

Decisions Lab combines public signals, CRM data, research, and private data across more than 50 sources. Public sources include LinkedIn, Reddit, Hacker News, X, Substack, and arXiv, and custom connectors include Salesforce, PostHog, and your own data.

Question 7

Does Decisions Lab use synthetic respondents or survey panels?

Accepted Answer

No. Decisions Lab uses real observed behavior rather than survey panels or synthetic respondents. Personas are built from actual decisions and signals, which is what allows the platform to model how people genuinely think, decide, and respond.

Question 8

What can I use Decisions Lab for?

Accepted Answer

Decisions Lab is used to test go-to-market messaging, product flows, and strategic decisions before launch. Common use cases include comparing campaign directions to focus budget on what converts, finding where users hesitate or drop off in onboarding and pricing flows, and previewing how different stakeholders will react to branding, pricing, and positioning.

Question 9

Can Decisions Lab test marketing messages before a campaign?

Accepted Answer

Yes. Decisions Lab lets you compare which messages, offers, and campaigns are most likely to resonate with your audience before you spend on them. One university campaign tested its messaging direction before launch and increased applications from 133 to 186, a 38% rise.

Question 10

Who uses Decisions Lab?

Accepted Answer

Decisions Lab is used by enterprise marketing, product, and strategy teams, along with researchers and policy teams, who need to know how an audience will respond before committing resources. It is supported by HKSTP, AppWorks, Founders Inc, and other partners.

Question 11

How long does a simulation take?

Accepted Answer

For a basic simulation, Decisions Lab can return results within 24 hours. Timing depends on project complexity, audience scope, and the depth of analysis required, but even complex studies typically complete in days rather than the weeks typical of traditional research fieldwork.

Question 12

How much does Decisions Lab cost?

Accepted Answer

Pricing depends on scope and usage. Book a demo to discuss studies, continuous models, and API-based plans.

Question 13

Is my data secure with Decisions Lab?

Accepted Answer

Decisions Lab handles enterprise and private data and maintains security, privacy, and data residency documentation, available through its Trust page. For specific compliance requirements, the team can walk through subprocessors, data residency, and the security overview during a demo.

Question 14

How do I get started with Decisions Lab?

Accepted Answer

You can get started by booking a demo. For enterprise and API-first pilots, the team can scope a tailored plan around your audience and use case.

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