Preplay
Test your campaign before you launch.
In a digital twin of the market.
Simulate the market before the market judges you.
Preplay creates a synthetic environment of agents that replicate your audience's behaviour, your competitors and the media ecosystem. Before you spend a cent on production or media buying, you already know how the market will react.
Not a focus group. Not a survey. A dynamic simulation with dozens of agents interacting with each other — returning behavioural patterns, objections, adoption and rejection with a precision no traditional method can match.
Why it works
- 60+ synthetic agents that replicate real audience profiles with distinct behaviours, biases and motivations
- 40 iteration rounds per simulation to capture market evolution and second-order effects
- Results in 48 hours from brief to final report with actionable recommendations
- Cross-validation against real market data to calibrate the precision of every simulation
- Up to 40% savings in failed production costs by catching problems before launch
Campaign pre-test
Simulate your audience's reaction to a message, creative or concept before investing in production.
Message testing
Validate which copy version connects best with each segment. No real sample, no waiting.
Crisis simulation
Anticipate how the market would react to an adverse scenario and prepare the optimal response.
Concept validation
Test a product or service idea before investing in development. Identify adoption barriers.
Synthetic A/B testing
Compare product, price or messaging variants without needing a real audience or wait time.
Market research
Get qualitative and quantitative insights in 48h. Replace months of fieldwork with precise simulation.
Everything you need to know about Preplay.
What is a synthetic agent?
A synthetic agent is a computational model that replicates the behaviour of a real type of person — their motivations, biases, socioeconomic context and decision patterns. It's not a bot or an automated survey: it's a dynamic simulation that interacts with other agents and produces emergent behaviours a traditional focus group could never capture.
How accurate are the simulations?
Preplay's agents are calibrated with real market data, consumer behaviour studies and T&T's own data. Every simulation includes a cross-validation process. Results are always expressed with confidence ranges so you make informed decisions — not blind ones.
How is it different from a focus group or a survey?
Focus groups are slow, expensive, biased by group dynamics and hard to scale. Surveys measure stated intent, not real behaviour. Preplay simulates how people actually act, not how they say they'd act — and it does it in 48 hours with dozens of simultaneous profiles.
What do I need to start a simulation?
A brief with the simulation objective, the concept or message to test, the target audience definition and the relevant competitive context. The T&T team handles the rest: agent design, scenario setup and results analysis.
How long does the full process take?
From brief to final report: 48–72 hours for standard simulations. For more complex projects with multiple scenarios or audiences, the timeline can extend to 5 working days. In any case, significantly faster than any traditional research method.