Fabio Moreira
Bradesco Seguros used Nexus to validate the launch of a new product with one thousand synthetic respondents per wave, in 48-hour rounds, 10.5 times faster than the company’s previous process. Cost per interview dropped from R$ 17.00 to R$ 1.20, a 93% reduction in cost per respondent.
The Starting Pain
Before the project, Bradesco Seguros faced a common obstacle in insurance operations: the high cost of validating the design thinking stages of a new product, combined with excessive delay between idea conception and market launch.
As a direct consequence of those two factors, the success rate of new products fell short of expectations. Portfolio decisions were made with insufficient validation, simply because validating in depth was too expensive and took too long.
For an operation with the volume and regulation of the financial sector, this meant choosing between launching quickly with higher risk, or launching slowly with a validation cost that compromised part of the product’s expected return.
The Solution: Validation in 48 Hours
With Nexus, Bradesco Seguros structured a validation project with one thousand synthetic respondents per wave, in 48-hour rounds, a cycle 10.5 times faster than the company’s traditional path. Cost per interview, previously R$ 17.00, fell to R$ 1.20: a 93% reduction in cost per respondent.
According to the Bradesco Seguros Director responsible for the project, the experience brought “60x more qualitative responses in a quarter of the expected time, with one tenth of the cost per respondent”, the way the executive described the speed and cost gains, while the official project numbers detail them as 10.5 times faster and 93% cost savings per respondent.
For him, the experience made it possible to validate the insurance strategy “quickly, economically and with surprising depth”. See the full Bradesco Seguros case study.
The Business Result
The most direct impact of the project was on launch capacity: with the validation cycle compressed from months to days, Bradesco Seguros began launching twice as many products per year compared with the previous period.
This is the central point of the case: the gain was not only cost, it was capacity. A team that previously could validate a limited number of concepts per year, because of the time and budget each validation consumed, began validating much more in the same period with the same team. The article on synthetic personas ROI explains how this type of gain translates into payback.
Why This Result Matters for Other Sectors
Although the case comes from financial services, the pattern repeats in any operation with an active product portfolio: the cheaper and faster validation becomes, the more launch decisions a company can test before investing, and the more launches it can sustain per year without increasing the average risk of each one.
Sectors with frequent launch cycles, consumer goods, retail, pharmaceuticals and financial services, tend to feel this capacity gain more immediately simply because they validate more often. To structure this kind of validation before development, see the guide on product concept testing with AI.
Frequently Asked Questions
Which companies use synthetic personas in Brazil?
Bradesco Seguros is one of Galaxies’ clients that used synthetic personas to validate the launch of a new product, with documented speed and cost results.
How long does it take to see results with synthetic personas?
In the Bradesco Seguros case, each validation round took 48 hours, with one thousand synthetic respondents per wave; the complete project cycle was 30 days.
Does this result apply to companies outside financial services?
The pattern of speed and cost gains repeats in any sector with an active product portfolio. The intensity of the gain varies according to the company’s launch frequency.
Conclusion
The Bradesco Seguros case shows that the gain from faster and cheaper validation is not only operational, it is strategic: more launches tested, more well-founded portfolio decisions and a business result reflected directly in the company’s launch cadence.
See how to replicate this result in your sector, schedule a demo.
Galaxies