Behavioral science and AI, applied
Leaders in synthetic data strategy
Helping organizations deploy high-validity synthetic data systems that scale insights, while real-world data drives targeted, high-ROI decisions in analytics, AI, and business intelligence.
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Scale insight without scaling risk
Embed synthetic twins into real pipelines
Innovation falters when synthetic data doesn't mirror the complexity of the real world. We integrate "Artificial Populations" into your existing MLOps through schema-aware generation, relational integrity, and automated quality checks. By pairing strategic data roadmaps with a library of pre-validated datasets, we enable teams to prototype and iterate instantly.
Build hybrid datasets that reflect real-world complexity
Real-world data is often messy, sparse, or biased. We help build synthetic and hybrid datasets that augment existing sources, fill structural gaps, and simulate edge cases that rarely appear in historical records. Our in-house Artificial Populations platform generates synthetic qualitative and quantitative data grounded in behavioral theory and empirical research.
Deploy models teams can actually use
Many simulation models are technically impressive but operationally unusable. We design modular, adaptable synthetic data environments that allow internal teams to test scenarios, compare interventions, and export KPIs for external evaluation. Our goal is not just model development, but durable internal capability.
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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.
Heather McKee
BEHAVIORAL SCIENTIST
GLOBAL COFFEEHOUSE CHAIN
OUR CLIENT SUCCESS
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Annual Revenue Increase
By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.
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Increase in AI Adoption
By diagnosing key barriers and scaling low-touch, gamified interventions, we achieved a 35% increase in AI Adoption and a 17% increase in Job-Integrated Usability with a leading SaaS company
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Reduction In Design Time
By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.
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Reduction in Client Drop-Off
By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%
What goes into a synthetic data project?
Strategic framing
We align your synthetic data system with real decisions, identifying target use cases, constraints, and measurable KPIs before any modeling begins.
Behaviorally grounded modeling
We encode realistic decision rules, incentives, and interaction dynamics into artificial populations to reflect how people and systems actually behave.
Validation and stress-testing
We benchmark synthetic outputs against real-world data where available, running sensitivity analyses and testing robustness under alternative assumptions.
Operational integration
We structure outputs for interoperability to ensure internal teams can confidently export, interpret, and apply synthetic outputs.
Make it
your secret sauce
Leveraging realistic, data-driven agents to uncover decision-ready insights.
Applied behavioral science for privacy-safe, decision-ready data
Organizations are under pressure to move faster with data, while facing tighter privacy constraints and growing scrutiny. Synthetic data offers a path forward, but only when built with rigor.
We can help you navigate both the computational and strategic complexity needed to get the most out of synthetic data. By keeping your goals at the forefront, we make state-of-the-art systems work for you. More often than not, the solution is a hybrid model that leverages AI to accelerate, boost, & validate insights from behavioral data.
A growing body of research shows that well-validated synthetic datasets can preserve statistical structure while reducing privacy exposure and enabling experimentation at lower cost:
As organizations explore simulation, digital twins, and hybrid datasets to inform strategy, opportunity and risk spaces both grow. Synthetic data can unlock experimentation where real-world testing falls short in timing or feasibility. After building and deploying these systems internally for years, we are now partnering with organizations ready to operationalize them.
Ready to unlock accurate, decision-ready insights for your organization?
We'll help you harness the power of synthetic data to test ideas, invest strategically, and accelerate your innovation.
We’ll never share your info with anyone.
OUR CLIENT SUCCESS
Accelerating insight with synthetic data
We've been integrating synthetic qualitative and quantitative data into client engagements since before it was cool. Our custom, public-facing Artificial Populations platform generates high-realism, psychometrically tuned agents that simulate decision environments, test interventions, and compare alternatives rapidly and cost-effectively.
Our mission is to translate cutting-edge science into powerful tools, enabling passionate leaders to place intentional bets on innovation.
Dan Pilat
Co-Founder & Managing Director
MEET OUR EXPERTS
Managing director
Marielle MontenegroMarielle has led a number of large product mandates for multinational clients, focusing on the intersection of human centered design and behavioral science. Her work within highly complex team structures and organizations has made her a world expert of the integration of behavioral science into product - and expertise which she speaks about at conferences around the world.
Director
Turney McKeeTurney is a Director at The Decision Lab, where he brings a multidisciplinary lens to solving complex public health challenges. With a background in cellular biology and pharmacology, he explores how behavioral science can support healthcare systems and policies around the world. Before joining TDL, Turney worked at the intersection of healthcare and technology as a competitive and business intelligence analyst, helping organizations navigate emerging trends and strategic decisions.
Managing director
Sekoul Krastev, PhDSekoul is a decision scientist focused on using scientific rigor to create innovation within digital environments. His work, which has been featured in peer review journals, conferences and publications focuses on next-generation products that are not only innovative but also deeply integrated with an understanding of user psychology to drive desired behaviors and outcomes.
OUR CLIENT SUCCESS
Improving safety for millions of ride-sharing users around the world
We worked with one of the largest ride-sharing services in the world to understand safety issues across multiple markets. Using a combination of qualitative work, machine learning and behavior change research, we were able to create global safety framework as well as a series of on-the-ground trainings aimed at reducing incidents.
Everything we do is based on five core principles (SPICE): Socially Conscious, Pragmatic, Inventive, Catalytic, Evidence-Based.
Dr. Sekoul Krastev
Co-Founder & Managing Director
AS FEATURED IN
Insights that address the toughest product design challenges
faq
Common Questions We Receive
What are the next steps if I'd like to work with you?
Get in touch with us with a quick description of the problem you're looking to tackle and, if we think we can help, we'll connect you with the right person to chat about our past experiences. Whether we end up working together or not, our goal is to add value in issue areas we care about.
What's your approach to making sure the work you do has high ROI?
Our work focuses on using a unique mix of rigor & pragmatism to solve very hard problems. To do this well, we're very careful to look for the right fit each time we receive a collaboration request - we want to make sure we can make a significant dent in the issue you're working on. Because of this, our past collaborations have consistently delivered substantial results - something we'll walk you through during our first chats.
What makes The Decision Lab's approach unique compared to other consulting firms?
We blend scientific rigor with pragmatic insight, using a no-nonsense multidisciplinary approach that doesn't discriminate against any field, be it psychology, UX, marketing or machine learning. This approach, which is supported by a team with diverse experience, allows us to solve very hard problems in an entirely new way.
How do I convince the rest of my team that behavioral design is a helpful tool?
Internal stakeholder buy-in is often the most important part of any behavior change project we do, and we like to believe we're experts in it. The first step is, of course, to make sure that behavioral science really is the right approach - to what extent is the problem you're looking to solve related to a decision made by a person and why can't more traditional approaches be used instead? We work closely with potential clients to answer questions like these and, if there is a fit, build a strong internal case.
