Monte Carlo Simulation

The Basic Idea

As the name suggests, the Monte Carlo simulation (also referred to as the Monte Carlo method) is a tool that takes its inspiration from the world of gambling, and Monaco’s glamorous casino city in particular. Invented by John von Neumann and Stanislaw Ulam during World War II, the Monte Carlo simulation aims to improve decision making by incorporating randomness and chance into a theoretical model. Its main purpose is to analyze a decision and churn out a range of possible outcomes and their probabilities. By showing the possibilities of extreme actions, as well as ‘middle-of-the-road’ actions, the Monte Carlo method provides decision makers with a useful blueprint that can facilitate scenario planning. The technique is still used today in a wide range of settings, including finance, manufacturing, insurance project management, research and development, oil and gas and engineering.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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