# Sunzu

> Sunzu is a synthetic humans research platform. It turns your customer data into "synthetic humans", AI models grounded in your real evidence, so product, design and marketing teams can run interviews, concept tests, usability tests and ad tests in seconds instead of weeks. Every answer is traceable to a source.

Sunzu is a service and brand of Alpha Base OS Ltd (United Kingdom), registered with the ICO (registration C1103931). Contact: hello@sunzu.com.

## What synthetic user research is

Synthetic user research uses AI synthetic users, grounded in a company's own customer data (CRM exports, interview transcripts, surveys, NPS, support themes, product analytics, prior research), to answer research questions quickly. Unlike asking a generic LLM to "roleplay a user", Sunzu grounds every synthetic respondent in your data, enriches it with its own proprietary behavioural corpus, and makes every output traceable for methodological review. It complements human research; it does not replace it.

## Key facts

- Category: synthetic user research / AI-driven user research.
- Speed: answers in seconds, versus weeks for traditional recruiting.
- Grounding: synthetic humans are built from your customer data, enriched by Sunzu's own behavioural corpus, not generic training data.
- Data corpus: a proprietary evidence base built from 4,000+ unique data sources: 1m+ individual population records, 34m+ normalised trait behaviours, 8m+ consumption and spending records and 628k+ UX interaction events. Client data anchors each audience; the corpus fills the dimensions that data is silent on.
- Traceability: every answer is cited to a source, or an explicit abstention is recorded.
- Validation (internal back-testing): a full human study with hundreds of people supplies the answer key; one Sunzu study runs the same study blind and is scored against it. One Sunzu study is worth a panel of 6+ people for a depth interview, 30+ for a concept test, 20+ for ad testing, and a 5+ expert review for a usability test. Only 4% of the defects Sunzu flagged turned out not to be real.
- Methods supported: depth interviews, concept tests, usability tests, ad and creative testing.
- Access: web app, connected to Figma, Jira, Confluence and Miro; directly from Claude, ChatGPT, Slack and Microsoft Teams; MCP endpoint (https://app.sunzu.ai/mcp) to launch depth interviews and concept tests from Claude, ChatGPT or any MCP client.

## MCP

Sunzu exposes a Model Context Protocol server at https://app.sunzu.ai/mcp (streamable HTTP; OAuth for Claude and ChatGPT, or API keys). Client tools let an agent list audiences, launch depth interviews (a goal plus 3-5 hypotheses) and concept tests (1-3 variants with image, PDF or video stimulus), poll study status, and fetch reports (executive summary, key themes, hypothesis verdicts, recommendations, winning variant). Results are synthetic: directional signal from research-grounded personas, each answer traceable to a source. Usability and ad testing run in the web app.

## White papers

- [Engineered, not prompted: how we build synthetic humans](https://sunzu.com/papers/2/): the two-stage method (data enrichment, then behavioural modelling), grounding, confidence-rating, and two validation gates before a synthetic human answers.
- [9/10 teams make the same mistakes](https://sunzu.com/papers/1/): the common pitfalls in AI user research and how to avoid them without faking it.
- [All white papers](https://sunzu.com/papers/)

## Key pages

- [Home](https://sunzu.com/)
- [What is synthetic user research (with comparison table)](https://sunzu.com/#what-is)
- [How it works](https://sunzu.com/#workflow)
- [Use cases](https://sunzu.com/#usecases)
- [Science and validation](https://sunzu.com/#science)
- [FAQ](https://sunzu.com/#faq)
- [Book a call](https://sunzu.com/cal/intro)

## Founders

- Alex Street (https://www.linkedin.com/in/alexstreet-london/)
- Yoann Lemain (https://www.linkedin.com/in/yoannlemain/)
- Ludovic Lafole (https://www.linkedin.com/in/ludovic-lafole/)