Pre-decision intelligence in 48 hours

Know which direction holds before you commit

Test positioning, concepts, and launch plans against calibrated AI audiences. What to take forward, what to kill, and what to validate with real people.

Send Your Brief See the Output
48hrs
Brief to report
12
Calibrated personas
3
Scenario stress-tests
Who It's For

Three ways people use this

Concept Screening

Test 3 positioning territories in 48 hours

Positioning, campaign concepts, naming, messaging. 7 testing dimensions plus scenario stress-tests. Know what holds before you invest.

Rapid Insight

The board meeting is Thursday.

Directional insight with methodology you can stand behind. Not a guess. Not a survey. Structured qualitative thinking in 48 hours.

Agency Economics

Bill the client. Keep the margin.

Run it for $3,500-$4,500. Bill $10k-$15k for "positioning validation research." 48-hour turnaround.

What You'll Receive

An interactive report you'd put your name on

Every study produces a client-ready interactive deliverable. Not a PDF buried in an inbox. A working tool your team keeps open.

tellpythia.com/reports/your-study/
Brightpay
Positioning Domain Exploration
Which positioning domain(s) should Brightpay invest in for its HCM market entry, and what are the necessary conditions for success?
4 positioning territories tested across 3 macro scenarios with a 12-person synthetic panel.

UK-First People Platform

Built for British employment law, not adapted for it. Native UK compliance from day one.

Lead with this

Payroll-Native HCM

The HCM platform built on payroll. We already run your most regulated process.

Build on this

The Affordable Professional

Enterprise-grade HCM without the enterprise price tag.

Supporting message only

SMB-to-Mid-Market Bridge

You outgrew spreadsheets. You haven't outgrown us.

Do not use
Scenario Stress-Testing
How each direction holds under pressure
The same panel, the same territories, tested against recession, competitor launch, and price disruption. See which positioning survives real-world conditions.
Territory Baseline Recession Competitor Price War Robustness
UK-First People Platform Strong Strengthened Holds Strengthened Context-Stable
Payroll-Native HCM Moderate Strengthened Sig. Weakened Strengthened Context-Sensitive
SMB-to-Mid Bridge Weak Collapsed Destroyed Killed Unviable
Affordable Professional Moderate Strengthened Weakened Collapsed Fragile
12 Calibrated Personas
Real contradictions. Not cardboard cutouts.
Each persona has a voice quote, knowledge boundaries, current tech stack, and a behavioural contradiction that keeps responses honest.
DT
David Thornton
Finance Director, Manufacturing, 220 emp, Birmingham
"Show me the numbers. You don't retool a factory line on a hunch."
Attitude: Sceptic
Current Tech: Sage HR + Brightpay payroll (6 years)
Knowledge: Deep on payroll, statutory compliance, cost control. Moderate on HR operations. Weak on employee engagement and modern HR tech trends.
Contradiction: Demands rigorous cost justification for every HR tool but approved a £15K leadership training programme based on a single conversation.
Key Evidence
Panel quotes, not summary statistics
Curated quotes organised by theme. See exactly what the panel said, who said it, and why it matters for the decision.
On the Price Anchoring Problem
"I pay £99 a year for Brightpay payroll. If they launch HCM at £5 per employee per month, that's £5,700 a year for my 95 people. That's a 57x increase."
Ahmed Hassan, Finance Manager, Devil's Advocate
"My current Brightpay bill is £199. How do you go from £199 to £13,200 with the same brand?"
David Thornton, Finance Director
Methodology Validation
Every study independently evaluated
An independent evaluator audits every study against 9 criteria before it ships. Did we lead the witness? Are the findings realistic? Is this commercially valuable? Nothing leaves the building without passing.
Evaluator Verdict
PASS 9/9
Calibration Score
4/4
Consistency Score
3/3
Criteria include: brief adherence, realism check, leading question audit, commercial value, bias transparency, finding traceability, recommendation scope, memory test, and domain adherence. Full evaluator notes included in every report.
See a Live Study Request access to a full interactive report from a recent study.
Retroactive Validation

We ran the pipeline on known outcomes. It got them right.

Brand Positioning

Liquid Death: UK entry will fail

We identified a structural cultural gap. The brand pulled out of the UK entirely in Feb 2025.

Read Case Study
Product & Privacy

Ring Search Party: trust will break

We flagged scope creep risk before launch. An internal email leak destroyed consumer trust entirely.

Read Case Study
The Pipeline

7 stages. Built-in quality gates. Full transparency.

01 Brief Intake 02 Audience Creation 03 Panel Calibration 04 Audience Testing 05 Scenario Modelling 06 Focus Group Debate 07 Research Synthesis QA Evaluator Gate

Every report includes calibration scores, consistency checks, confidence scoring, bias disclosure, and an independent evaluator audit. This is not ChatGPT with a prompt. It's a structured research methodology.

Honesty

This is not a replacement for human qual.

Real humans surprise you in ways AI cannot. This is pre-decision intelligence: structured hypothesis generation with explicit confidence scoring. Best used as pre-work, rapid screening, or a complement to primary research. Every report includes a dedicated limitations section.

Not recommended for: hyper-niche audiences, physical product testing, quantitative prediction, or anything presented as consumer research without disclosure.

Pricing

Clear pricing. No surprises.

Two tiers. Pick the depth that matches the decision. Both include full methodology transparency and evaluator QA.

Decision Pack
$1,950
per decision
  • 2--3 concepts or directions tested
  • 10--12 calibrated personas
  • Key risks and failure points identified
  • Clear recommendation: what to take forward, what to kill
  • Delivered in 48 hours
  • Full methodology transparency
Get Started
Full Study
$4,500
per programme
  • Everything in Decision Pack, plus:
  • Panel calibration against known case
  • 2--3 scenario models (competitor, economic, cultural)
  • Focus group debate with Devil's Advocate
  • Segment analysis + scenario comparison
  • Blind spot analysis
  • Ranked recommendations with contingencies
Get Started

Need volume or white-label? Let's talk about a programme.

Get Started

What decision are you making this week?

Tell us what you're deciding. We'll tell you if synthetic qual is the right tool for it -- and if it's not, we'll say so.

Send Your Brief

Takes 2 minutes. No sales call. We'll review your brief and respond within 24 hours with an honest assessment of whether synthetic qual is the right tool for your decision.

Or email directly: team@tellpythia.com