DECISION INTELLIGENCE
Move from one-off studies to a continuous simulation capability.
Internal insights teams, research institutes, agencies, consultancies: Imagine All The People is an infrastructure. It produces populations, interviews, simulations, and projections — while you retain your brand, method, and client relationship.
Research & Insights = move from one-off to continuous
02 — THE DECISIONS THIS FUNCTION HAS TO MAKE
Decisions, not issues.
- Answer a decision question in days rather than weeks
- Maintain a continuous baseline instead of successive waves
- Investigate questions that no one-off research budget could cover
- Compare several options before launching real-world fieldwork
- Industrialize a proprietary method on an infrastructure
- Build a product offer on top of simulation capability
03 — WHY TRADITIONAL METHODS ARE NOT ALWAYS ENOUGH
What standard approaches can miss.
- The cycle of a one-off study is often longer than the decision window it is meant to inform.
- Each wave starts from a different sample, making comparisons fragile.
- The unit cost prevents secondary questions from being tested, even though they can be the most decisive.
- Insights teams are asked to help choose, using tools designed to describe.
04 — WHAT WE ENABLE YOU TO SIMULATE
What becomes possible to test.
- Stable populations that can be re-interviewed across successive topics
- In-depth interviews at a volume traditional fieldwork cannot reach
- Compared projections across several time horizons
- Variants of the same decision, all else being equal
- Exploratory questions before committing to real-world fieldwork
CORE MECHANISM
Imagine All The People inside.
The infrastructure provides four building blocks: populations, interviews, simulations, and projections. It does not provide your positioning, your methodology, or your interpretation — those remain yours.
Three models can coexist: use Imagine All The People for your own work; integrate it into your existing research setup; or build your own product on top of the infrastructure.
An agency, research institute, consultancy, or insights department keeps its brand, method, segments, expertise, and client relationship.
- Populations
- Interviews
- Simulations
- Projections
- Use
- Integrate
- Build your own product
05 — POPULATIONS INVOLVED
Populations involved.
- Segmented general-population audiences
- Professional and B2B populations
- Local and place-based populations
- Proprietary segments defined by you
- Audiences that are difficult to reach through traditional fieldwork
06 — MECHANISMS TO OBSERVE
Mechanisms to observe.
- Measurement continuity
- Comparability between waves
- Interview depth
- Controlled variants
- Traceability of assumptions
- From insight to decision
07 — CASE STUDIES
Decisions of this kind already tested.
- RESEARCH & INSIGHTS“How can a media agency offer major-account clients a weekly European panel across 8 markets in 48 hours?”1.4M profiles generated each week · 8 markets · 48 hours
- RESEARCH & INSIGHTSHow do you integrate 24-month behavioral projections into a strategy consulting firm's deliverables?340 consultants · 8 countries · 24 months of projected trajectories
- RESEARCH & INSIGHTSHow do you integrate a continuous consumer baseline into a major advertiser's internal insights function, alongside external panels?2.4M-profile baseline · 142 internal studies in year one
- RESEARCH & INSIGHTS“ How can a research institute offer large-account clients a behavioral study across 5 European markets in 3 weeks, when classic panel methodology would have required 4 months and triple the budget ? ”3 to 4 weeks per study, versus 4 months with a traditional panel
08 — IN YOUR WORK
How this fits into the function’s day-to-day work.
- 01QUESTION
- 02POPULATIONS
- 03PROTOCOL
- 04SIMULATION
- 05BUSINESS INTERPRETATION
- 06CLIENT DELIVERY
- Use: investigate your own questions without rebuilding fieldwork every time.
- Integrate: plug simulation in before or after your existing research workflows.
- Build: develop a product under your own brand on top of the infrastructure.
RELATED DECISIONS
Related decision types
- AnticipateExplore what can happen when behaviours evolve over time.
- ArbitrateCompare several possible futures before making a decision that is hard to reverse.
- RepositionChange perception without destroying the value that was already there.
- LaunchTest what will drive adoption — or rejection — of something new.
Another function
- Executive leadershipThe decisions with the greatest consequences are judged by their indirect effects, which often become visible too late to correct.
- StrategyA strategic scenario describes a future; that future depends on what real populations will do.
- Marketing & BrandWhat people prefer in a test does not tell you what they will do in store, online, or after three months of use.
- Innovation & TransformationThe question is not whether people like the innovation, but what they will have to change for it to work.
- Public affairsA public decision is shaped less by whether it is justified than by how each group interprets it.
- Human resourcesOne internal rule can produce very different effects depending on the jobs to which it applies.
Your next decision
Which decision do you want to explore?
Describe your need. We can point you to the right level of support.
