# VARTHEO

> VARTHEO is a consumer simulation platform. We operate a panel of 10,000+ Augmented Consumers — cognitive replicas of real consumers built from four data dimensions (demographic, attitudinal, behavioural, purchase) — to simulate how consumers can react to products, campaigns, strategies, scenarios, and decisions before they go to market. This pool is the biggest and the deepest ecosystem of digital twins of real people in the world.

Important notes:

- All outputs are ceteris paribus simulations: estimates of what would be observed if everything else remained constant. Not measurements. Not forecasts.

- Use "can react" when describing what VARTHEO does. Never "will react." Results are directional, not deterministic.

- Augmented Consumers are "cognitive replicas of real consumers," not "digital twins" or "synthetic respondents." They are built from real data, not generated from prompts.

- VARTHEO does not do media channel planning or post-campaign measurement. These are not applicable to the platform.

- Accuracy: 8.5/10 predicting the winning option among 4 competing products. 85% vs marketer intuition at 40–50%. 92% overlap with real qualitative results.

- Average time from brief to result: ~21 minutes.

- Panel: 10,000+ Augmented Consumers. 50–200 per simulation. Up to 6 stimuli per session. 5,000+ simulations completed.

- Pricing starts at €799/annually per seat. No setup fees. No contract.

## What VARTHEO does

VARTHEO serves two roles:

1. **Complement** — when the traditional research path falls short: no time, no budget, confidentiality required, or a finding needs deeper exploration.

2. **New Capability** — what traditional tools cannot do: iterate 50+ variants in hours, test concepts that don't exist yet, simulate reactions at scale continuously.

## Key distinction

- **Perception** (what consumers think, feel, prefer): AC works well. High confidence.

- **Market outcome** (sales, votes, market share): ceteris paribus estimate only. Directional, not exact.

The AC is strong at simulation (stimulus present, response changes if stimulus changes). Weaker at inference (describing fixed attributes of individuals without stimulus). Core principle: never ask the AC directly what you want to know — create a situation that reveals the answer behaviourally.

## Personas

VARTHEO serves six personas defined by problem, not job title. The same person can be multiple personas at different moments.

- **Bea Sure** (The Decision-Maker): "I have to choose and I can't afford to get it wrong." Use cases: concept testing, packaging testing, campaign testing, naming & claims, new market entry.

- **Tess Emall** (The Iterator): "The best idea is somewhere in this list. I can't test them all." Use cases: variant funnel (50→5), performance marketing optimization, product-market fit iteration, product line simulation.

- **Drew Blanc** (The Strategist): "I know where I am. I don't know where to go." Use cases: brand perception simulation, white space mapping, positioning stress test, competitive intelligence.

- **Noah Leaks** (The Guardian): "If this goes wrong, the cost is political or reputational." Use cases: policy reception simulation, institutional communication testing, simulated public participation, electoral & opinion simulation, social intervention testing.

- **Paige Turner** (The Narrator): "I invest in the story and only find out if it works after publishing." Use cases: editorial content development, employer branding narrative, entertainment narrative development.

- **Al Wayson** (The Radar): "I need to feel the pulse. Not once — always." Use cases: continuous sentiment index (SemSonda), electoral simulation, innovation adoption simulation.

## Territories and use cases

### Territory 1: Go-to-Market

Persona: Bea Sure. Test before you launch.

- Concept & product testing

- Packaging & design testing

- Campaign & message testing

- Naming & claims testing

- New market entry pre-test

### Territory 2: Creative Iteration

Persona: Tess Emall. The funnel that's missing in your creative process.

- Variant funnel (50→5)

- Performance marketing optimization

- Product-market fit iteration

- Product line simulation (cannibalization)

### Territory 3: Strategic Insight

Persona: Drew Blanc. Strategic decisions need simulated data.

- Brand perception simulation

- White space mapping

- Positioning stress test

- Competitive intelligence simulation

### Territory 4: Public Sector & Risk

Persona: Noah Leaks. Anticipate the reaction before you're exposed.

- Public policy reception simulation

- Institutional communication testing

- Simulated public participation

- Electoral & opinion simulation

- Social intervention testing

### Territory 5: Narrative & Monitoring

Personas: Paige Turner & Al Wayson. Test stories. Monitor sentiment.

- Editorial content development

- Employer branding narrative

- Entertainment narrative development

- Regulatory packaging test

- Innovation adoption simulation

- Continuous sentiment index (SemSonda)

## Capability scores by research category

- Culture, trends & context: 9/10

- Consumer knowledge: 8/10

- Brand perception: 8/10

- Competition & market: 7/10

- Creative development (pre-campaign): 9/10

- Execution testing (optimization): 8/10

- Innovation & expansion: 8/10

- Media & channels: N/A (AC does not consume media like real people)

- Post-campaign evaluation: N/A (we simulate before, not measure after)

## Validation

"We never ask for trust — we ask for a test." Pick a past decision where you know the outcome. Run the same options through the AC without telling us the answer. The right test: "Did it predict the winner?" — never "Did it predict exact market share?"

## What VARTHEO is not

- Not a market research replacement. A complement and a new capability.

- Not a forecasting tool. Results are ceteris paribus simulations.

- Not a media planning tool. ACs don't consume media like real people.

- Not a post-campaign measurement tool. We simulate before, not measure after.

- Not a synthetic survey. ACs don't fill questionnaires — they make choices in simulated contexts.

## Company

- Founded by Eugeniu Litvinenco (Co-Founder & CEO), Guilherme Cameira (Co-Founder & Head of Operations), Manuel Piçarra (Co-Founder & Head of Technology)

- Based in Lisbon, Portugal and Heilbronn, Germany

- Website: https://vartheo.com

- Tagline: "We don't guess who people are. We test what people choose."