The situation
For a new product positioning, Bio-Strath AG needed to validate its marketing concepts and distribution channels. Conventional methods such as focus groups typically take weeks or months. In parallel, the internal research, product, quality, and commercial teams needed to be aligned early in the process, to avoid friction during later market execution.
The method: Simature
Simature translates a company's existing market research into an interactive model of synthetic B2B buyer personas to simulate likely decision-making behaviour of healthcare professionals. The personas are grounded entirely in the company's own data, so the simulated audience is built from the actual market's own evidence rather than a generic assumption.
INMIND Consulting, Bio-Strath's strategic partner, worked alongside Simature on the persona and survey design for the engagement.
Delivery: the workshop day
Over a single work day, stakeholders from product management, operations, quality, and commercial drafted the positioning concepts and tested these directly against the simulated audience in real time. Rather than defending preferences in the abstract, the teams could see how each concept resonated – and narrow quickly toward the ones worth carrying forward.
The simulation delivered feedback within the process itself. Subjective debates about customer preferences were replaced by data-grounded insight, opening up valuable exchanges at the roundtable. The teams left the room aligned on which directions to pursue and on the next steps for taking them into field validation.
What participants say
“Getting everyone in one room for a single day took careful preparation. But the result exceeded our expectations – stress-testing with synthetic stakeholders alongside Simature contributed significantly to accelerating the process.”
“The clarity of the responses, and the speed at which we surfaced blind spots we could act on immediately, were genuinely valuable for the process.”
The result
What would conventionally take weeks or months of early-stage validation was compressed into a single working day. Bio-Strath came away with a clear, data-grounded read on which positioning directions to carry into field validation, achieving the goal of narrowing the field early and reducing go-to-market risk before committing further resources.
Simature is a synthetic persona-simulation platform for the early, decisive stage of B2B positioning – narrowing many concepts down to the few worth carrying into field validation, in days rather than months, grounded in a company's own research data. Simature works directly with insights, product, and commercial teams, and alongside strategic partners.