A human understanding company, led by social scientists, powered by tech, & fueled by a love of lies

What is a lie? 

A lie is a mesh of distortions, deflections & deletions that conceal deeper vulnerabilities.  Often a lie is not conscious. Most aren’t big or sinister, but small, interconnected & honest.

We all tell them. You’re telling them to yourself, to each other. And we tell them every day. Your data tells lies in the way it projects such conviction & empiricism. AI is telling them with its quick & confident hallucinations.  It is our obsession with being infallible that produces so many of them.

Sympler is obsessed with lies.

Because when you tug at a lie, more colorful, unexpected truths unravel.  It is this restlessness that reveals new strategic opportunities for our clients in brand, product & communications.

Our use of ethnographic & projective technology illuminates the whole human with all their nuance, contradiction & emotion. Probing, AI-powered conversation inside chat messaging surfaces these little fibs with playful ease & efficiency not seen in traditional research.