Guest
Joon Sung Park
Co-Founder & CEO, Simile
Real Alpha has cut 8 moments of Joon Sung Park (Co-Founder & CEO, Simile) talking, from an interview on Sourcery published Oct 26, 2026.
What Joon Sung Park said
- 8:52
Simile tested digital twins against real people
“at the end of 2024, for the first time really in the field, we could actually show that we can predict people's behavior with 85% plus accuracy”
at 10:23 - 11:22
What people do can differ sharply from what they say
“the activation energy for me to actually go to the gym is actually way higher than what I would expect.”
at 13:10 - 33:31
An EV message risked hurting the whole category
“This particular messaging, this particular approach towards the market actually shifted people's overall perception of non-electric vehicle and globally actually lowered the sales more in that entire market.”
at 34:52 - 22:50
Representative panels need sampling and consent safeguards
“So for us the no-goes are actually participants who cannot give informed consent.”
at 27:45 - 42:25
Randomized tests show which levers can shift behavior
“what really matters is actually the causal mechanism. It's the randomized control trials.”
at 43:46 - 15:44
Simile can model a market, not just its customers
“sometimes hundreds of thousands of dollars, sometimes millions of dollars over many years, we can run them in simulation basically almost instantly.”
at 16:35 - 3:55
Smallville tested whether agents could form unscripted behavior
“none of this was pre-programmed, but what we could see is that we can basically create simulations of these people with emerging phenomena just coming out of the simulation.”
at 5:58 - 13:37
People choose based on the alternatives actually available
“Optionality and the type of optionality often really governs people's behaviors.”
at 15:27
- 8:52
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