Simulated persona
What they did
We Simulate
Human Intent.
Talp simulates human behaviour and intent for companies.
Your decision meets a calibrated population of your customers before it meets the market.
Backed by
- a16z Scout Fund
Your Customers as a Simulated Population
Personas built from what your customers actually bought, cancelled, clicked and ignored.
Your populationFrom a real US study
US air travellers
Who book their own business and family flights
SegmentsUS air travellers
Personas who behave alike
A segment is a group of personas with the same habits. Each one still answers on their own.
In this population
- Frequent flyersFly often, booking their own business and family trips
- FreelancersBook their own work trips
- Retirees who book in the eveningOften book late in the day. Thomas Johnson is one of them
Your populationFrom a real US study
US air travellers
Who book their own business and family flights
United States · Sep 2026
What it was asked
- Should the free change window go from 24 hours to six?
- In a booking exercise: keep the booking, or choose a rival?
Persona
A Real Case
A study for a leading UK business school.
Client name withheld under confidentiality; rival schools are described, not named.
- The question
How should a top UK business school justify a senior leadership programme priced above £20,000 against cheaper online alternatives?
- The result
- 67%
chose the leading rival
among simulated affluent adults. 9% chose the client's or a London school.
- Leading rival
- Client or London school
- Other
- The move
Lead with learning in person alongside other senior leaders.
Focus on leaders whose employers fund their study. For self-funded learners, make the fee, schedule, workload and payment terms clear.
- What we found
-
46%InstituteRival 39%
An institute ahead of the rival
among lower-income adults
-
54%
Rule out the client and the London school
over fees and time on campus
-
72%
Would give up networking
to study online
-
Your Decision, Simulated
Your population lives the decision before it reaches the market.
Make the Mistakes Here
A food delivery app was changing its name. Before launch, its four films went to simulated customers first.
The four films, scored out of 10 by simulated customers
Every film made the new name clear. None showed customers how to keep ordering.
The new name is clear9.1
How to keep ordering is clear2.6
Average of the four films, out of 10.
What to changeTake the pepper film forward, and show customers how the app changes and what happens to their saved addresses, cards and coupons.
A simulated customerShops for groceries every week · generated portrait
I really hope I don't have to download a whole new app and fill out all those long forms again. I just want to tap and buy.
Inside a Study
How a team works with Talp, shown on one example: now that you have seen our website, would you try Talp?
Talp/Studies/Would you try TalpNot started
Your populations
0 chosen- US insights leadersUS
Run consumer research at large companies
- Heads of insights
- Research directors
- Brand strategists
Last used Sep 2026
- UK marketing headsUK
Sign off campaigns before they launch
- Retail
- Aviation
- Media
- Finance
Last used Sep 2026
- US pricing teamsUS
Decide what customers will pay
- Revenue managers
- Pricing analysts
- Finance partners
Last used Oct 2026
- EU product leadersEU
Choose what ships next, market by market
- Product heads
- Digital leads
Last used Jun 2026
- US startup foundersUS
Make big calls on small research budgets
- Seed to Series B
- Consumer apps
- No research team
Last used Oct 2026
- US agency plannersUS
Test work for clients before it airs
- Creative
- Media planning
Last used Sep 2026
The DecisionNow that you have seen our website, would you try Talp for your next big decision?
The personas, right now
Nobody is told what to choose-
Starting
Daniel ReevesHead of consumer insights, New YorkI'd try it on our next launch. I want to see how customers react before we commit the budget.
-
Starting
Claire WhitmanResearch director, ChicagoThe use cases show decisions just like mine. I'd start with one of those and try it.
-
Starting
Renee MarshallBrand strategy lead, AtlantaMy panel takes six weeks. If this answers before the brief is due, I'd try it tomorrow.
-
Starting
Marcus BellVP of customer research, HoustonThe pricing use case looks like our problem. I'd try it on our next pricing question.
-
Starting
Hannah ColeSenior insights manager, Los AngelesI'd run it alongside our next survey and see what it finds that the survey misses.
Simulated personas · generated portraits
Every other persona in the study is going through it at the same time, on their own card.
Results
Would you try Talp
74% say they would try Talp, and in the choice exercise 71% do. Most of the rest go to the use cases first.
71%chose to try Talp in the choice exercise
74%said they would try it
22%went to the use cases first
−3 ptsfrom what they said to what they did
What they did in the choice exercise
- Try Talp71%
- Use cases first22%
- Keep current research5%
- Walk away2%
Each square is 1% of the personas.
Said beside did
Try Talp74 → 71
Use cases first16 → 22
Keep current research7 → 5
Walk away3 → 2
- What they said
- What they did
Why
The website makes the idea clear, and the use cases show it working on decisions like theirs.
The pricing use case looks like our problem. I'd try it on our next pricing question.
Marcus Bell, VP of customer research, Houston
What would work
Seeing a decision from their own category is what moves them from interested to ready.
I'd try it on our next launch. I want to see how customers react before we commit the budget.
Daniel Reeves, head of consumer insights, New York
A first study on their next real decision is the step they want.
In their words
The use cases show decisions just like mine. I'd start with one of those and try it.
Claire Whitman, research director, Chicago
My panel takes six weeks. If this answers before the brief is due, I'd try it tomorrow.
Renee Marshall, brand strategy lead, Atlanta
Next step
Explore the use cases and find the decision closest to yours. Then bring us your own question.
Test next
Start with the use case closest to your next decision, and see what simulated customers did in it.
Simulated personas
All the personasUS insights leaders
Earlier, in this study
The use cases show decisions just like mine. I'd start with one of those and try it.
I'd run it alongside our next survey and see what it finds that the survey misses.
I'd try it on our next launch. I want to see how customers react before we commit the budget.
Simulated personas · generated portraits
Every Team Has a Decision
Pick your team to see a decision like yours, simulated.
How Teams Use Talp
Your population stays with you. Every new question goes to the same people.
Ask a question
Write the decision you are weighing, in your own words.
Pick the audience
The whole population, or the segments the decision touches.
Follow along
Each persona lives the study on its own while you watch.
Read the findings
What each segment did and why, with its confidence attached.
Ask follow-ups
Ask your population a follow-up, and the personas answer in their own words.
From the Lab
Our simulations are tested against real outcomes. These papers show how.
Bring us the decision you are about to make.
We read every question.
Bring us a question
Ask an AI About Talp