LITMUSBY SIMULATTE
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CONSUMER REALITY CHECK

Find out what
real people
actually decide.

Run your product concept through a panel of calibrated AI personas. Get a behavioural verdict — who buys, who hesitates, and exactly why — in under 5 minutes.

700+
CALIBRATED PERSONAS
9
CONSUMER ARCHETYPES
~5m
TO FIRST INSIGHT
WHO ARE YOUR CONSUMERS

9 archetypes. Every consumer decision mode.

CLICK TO EXPLORE →
01

Explorer

First to try. Fast to judge.

EARLY ADOPTERNOVELTY-SEEKINGLOW BRAND LOYALTY
EXPLORE ARCHETYPE →
02

Optimizer

Every purchase is a decision tree.

RESEARCH-HEAVYPRICE-VALUE FOCUSSKEPTICAL
EXPLORE ARCHETYPE →
03

Value Seeker

Worth it, or not at all.

CATEGORY-FLUENTPROMOTION-RESPONSIVEVOCAL
EXPLORE ARCHETYPE →
04

Skeptic

Prove it, or lose them.

HIGH EVIDENCE BARDISTRUST OF CLAIMSSLOW TO COMMIT
EXPLORE ARCHETYPE →
05

Social Shopper

Bought it because someone said so.

PEER-INFLUENCEDSOCIAL PROOF RELIANTTREND-FOLLOWING
EXPLORE ARCHETYPE →
06

Habitual

Brand loyalty, until something breaks it.

ROUTINE BUYERHIGH SWITCHING COSTCONSISTENCY SEEKER
EXPLORE ARCHETYPE →
07

Values Driven

Buys with their ethics.

ETHICAL RADARMISSION-ALIGNED ONLYPREMIUM-TOLERANT
EXPLORE ARCHETYPE →
08

Convenience First

If it's hard to buy, they won't.

FRICTION-AVERSEAUTO-REPLENISH PREFERREDTIME-OVER-MONEY
EXPLORE ARCHETYPE →
09

Budget Constrained

Every dollar is a deliberate choice.

PRICE-PRIMARYDEAL-ACTIVECATEGORY EXPERT
EXPLORE ARCHETYPE →
WHAT GETS TESTED

Real briefs. Real results.

NEW PRODUCT LAUNCH

"£3.99 functional snack — will health-conscious 25–40s pay the premium?"

TRENDING POSITIVE

3 of 5 panelists buy. Optimizer archetype flags the price-to-protein ratio. Budget Constrained drops at shelf.

WHAT WOULD FLIP IT

Drop SKU to £2.99 or lead with protein grams on-pack.

PRICING MODEL TEST

"$49/mo SaaS — does our target segment accept value-based pricing?"

MIXED SIGNAL

Explorer and Values-Driven convert. Skeptic demands a free trial. Habitual buyer won't switch from their current tool.

WHAT WOULD FLIP IT

Add a 14-day no-card trial; reframe ROI messaging for Skeptic.

PACKAGING CLAIM TEST

"New eco packaging — will our audience see this as genuine or performative?"

NEEDS MATCHED PANEL

Majority of panelists are not in eco-active categories. Results non-representative — panel mismatch detected.

WHAT WOULD FLIP IT

Re-run with Values-Driven + Social Shopper panel for valid signal.

LITMUS IS
✓

Fast directional signal before you commit budget

✓

Behavioural pattern surfacing across consumer archetypes

✓

Hypothesis pressure-testing on claims and pricing

✓

A tool for sharpening the brief — not validating a done deal

✓

Archetype-mapped reactions grounded in real purchase memory

LITMUS ISN'T
✕

A replacement for real consumer research at scale

✕

Statistically significant across a full market population

✕

A focus group or qual substitute for product-market fit

✕

Predictive revenue or market share data

✕

A guarantee — treat every result as a direction, not a verdict

01
Define your problem

Morpheus sharpens your question into a testable statement.

02
Build your hypotheses

Generate the beliefs that drive your product decision.

03
Select your panel

Pick 5 personas from 700+ calibrated archetypes.

04
Read the verdict

See who buys, who waits, and exactly why.