Synthetic population

Where there is no data, we create it

When the world wants to know public opinion, it runs a survey. Draw a sample, make the calls, ask once and stop. It is expensive, slow, and you cannot ask again.

Alea Capta does not survey opinion. We build the population that holds the opinion, and ask it directly.

Using Statistics Korea data, we build a virtual population of 1 million people that reproduces the real distribution. Each person is given about 170 attributes — age, gender, income, occupation, housing, political leaning and more — reproduced down to the district and neighborhood level. Because it is a population shaped from statistics rather than real people, it is free of personal-data issues.

You can ask this population as many times as you like. Changing the conditions, again and again. We pick only the people who match the conditions, ask them right away, and correct the results to the real population with MRP and post-stratification. It is not a one-off survey but a living panel that runs all the time.

This is why we don’t stop when internal data is unavailable, or when the data does not exist anywhere. We create the population we need.