710266Sandtable Simulation Validation and Exploration PlatformClosedGRD Proof of ConceptInnovate UKThe modern marketing environment is increasingly complex and dynamic with multiple interdependencies. Challenges such as data explosion, social media and shifting consumer demographics mean that conventional planning and analytical techniques are no longer sufficient for marketing organisations to plan effectively. Computer simulations and agent-based modelling have been used in the research community for many years to explain and explore complex systems. Sandtable builds computer simulations of people and populations, their attitudes and behaviour, the influences on them and interactions between them. We have engaged with a wide number of partners and clients, built a simulation platform and have completed a number of pilot projects. Potential clients are excited by the approach and recognise its potential to support their strategic planning process and to use scarce marketing budgets more effectively and efficiently. However the technique has yet to achieve widespread market adoption, as it remains hard to build confidence in highly complex models and make sense of their output quickly enough to support the strategic planning process. Therefore the objectives of this project are to build a set of validation and experimental tools on top of our existing platform that will enable us to: - demonstrate the validity of agent based simulations by calibrating large scale models against real world data - analyse the output from simulations to explore scenarios and achieve defined goals in a timely and cost effective manner Once we have a proof of concept project that demonstrates how technology can address the two challenges outlined above, we believe that clients will be more willing to commit to larger scale pilots of the technology. This will help establish behavioural simulation as a significant new tool to support strategic decision-making in the marketing industry and other fields.