The Scenario
The quest to connect with the gaming universe"
A key player in the insurance market, Bradesco Seguros identified the strategic need to understand the growing and complex gaming universe. The initial goal was clear: to map habits, behaviors, and preferences of Bradesco Seguros customers within this niche in order to develop relevant offerings. However, the initial approach faced significant challenges inherent to traditional research methods:
High Cost (R$)
Validating each step of the design thinking and product development process generated high costs.
Slowness (Time)
The time required for research and validation impacted the speed of launching new products for this dynamic audience.
The goal was to reduce product development time from two months of research and one month of testing.
Low Return on Investment (ROI)
The difficulty in obtaining deep and fast insights led to a lower-than-expected success rate for new initiatives.
The initial approach
Laying the foundation with traditional research
To build a foundational understanding, Galaxies conducted a traditional research phase, combining:
Desk Research: Market analysis, competitive benchmarking, netnography, and online reputation assessment.
Quantitative Research: A significant sample of 1,676 respondents (95% CI, 2.4% ME) to map behaviors at scale.
Qualitative Research: Three focus groups to explore perceptions and motivations in depth.
This initial phase provided valuable insights, but validating the concept and prototype of a new gamer-focused website and insurance product required a more agile, deep, and scalable approach.
The evolution
The power of Synthetic Personas at scale
With an evolved goal to evaluate the concept and prototype of the gamer insurance, Bradesco Seguros integrated Galaxies’ synthetic personas technology. After clustering real collected data, the platform enabled research innovation through three waves of synthetic simulation:
Massive scale
Equivalent to 45 focus groups or 600 in-depth interviews with synthetic respondents, ensuring qualitative robustness.
Prototype interaction
1,000 synthetic respondents interacted with the prototype in each wave, providing quantitative data on the user experience.
Proven accuracy
Synthetic sample with 90% or more accuracy compared to real respondents (control group).
The solution
Insights beyond the product
The Synthetic Personas technology went beyond the studied product, providing a broad category view and strategic insights about:
WhatsApp as a channel: Recognized for convenience but perceived as insecure for financial transactions and insufficient for complex interactions.
Customizable Insurance (Modular): The modular model stood out for its flexibility, attracting users seeking personalization and clarity.
User clustering: Three clear clusters emerged — (0) critical users, (1) practical users, and (2) hybrid users — enabling more targeted strategies.
Gamification in the sector: Divided opinions, pleasing gamers but pushing away non-gamers due to perceived complexity.
results and tangible gains
Faster and more accurate product launches
Integrating Galaxies’ synthetic personas into the development process allowed Bradesco Seguros to achieve significant gains:
Optimized MVP
Achieve an optimal MVP before launch, starting with more certainty than doubt.
Predictive validation
Know which product and approach are most aligned before entering the market.
Data-driven strategy
Design specific, assertive strategies in advance, based on well-supported market segmentation.
Confident launch
Increase confidence not only by testing features, but especially by measuring the customer experience quickly — something traditionally complex, costly, and slow.
Radical acceleration
Significantly reduce the time and cost associated with validation, aligning with the goal of optimizing the research and testing cycle.
delivery
The partnership delivered actionable and complete outputs:
Detailed reports: In-depth analysis of qualitative and quantitative data (organic and synthetic).
Visual dashboards: Clear results presented in interactive charts and tables.
Insights and recommendations: Actionable intelligence with specific strategy suggestions.
Transparent methodology: Detailed explanation of the clustering process, persona context, and generation of synthetic responses.
Comparative results: Accuracy validation through comparison with a control group of real respondents.
Complete appendices: Supporting materials like research tools and full data tables.
conclusion
Results that accelerate innovation with confidence
By complementing its robust traditional research with the scale, agility, and depth of Galaxies' Synthetic Personas, Bradesco Seguros not only validated a product for a complex niche but also gained strategic intelligence about the category. This innovative approach overcame time and cost challenges, resulting in a more efficient development process, more informed decisions, and a clear path to faster, more assertive launches in the dynamic gaming market.