hakuto.journey

Synthetic Service Design.

Find fast, impactful ways to grow your business based on audience wants & needs.

Hakuto.journey delivers rich persona groups, audience maps and full consumer journeys in days, not months. Generated from your data and Hakuto's category knowledge, inside a framework with guardrails. Then ask it anything about your next idea. We call it Synthetic Service Design.

Book a demo↘

How it works

Built for teams in

FMCGSports & fan engagementBeveragesRetail & e-commerceFinancial servicesUtilitiesB2B servicesMedia

Marketers often decide either on expensive research studies, OR too general archetypes OR simple gut feel.

Hakuto journey is neither of that. Qualitative, profound analysis, instantly available.

Why teams choose hakuto.journey

Benefits

Days, not weeks

Persona groups, audience maps and journeys are set up in days from the research and data you already have. New scenarios take hours.

Granular, not generic

Not three archetypes but rich groups per segment, each with motivations, barriers, triggers and channels, down to the moment of decision.

Ask it anything

Describe an idea, a campaign, a price or a service change. journey returns how each persona will react, why, and what it is worth.

Grounded, with guardrails

Client research, sales and CRM data and category studies feed the model. Synthetic output stays inside the evidence, and hypotheses are flagged as such.

Interactive and cumulative

Every useful data point is stored and reused. The model gets richer with every project instead of ageing in a slide deck.

Human at the intersection

Hakuto strategists set up, validate and read the output with you. Software does the heavy lifting; people decide what is worth lifting.

Cases

Two cases, two very different audiences.

Open the sections to see how a case is built: challenge, personas, profiles, behavioural triggers and the full customer journey. Content is partly blurred; the full version is shown in a demo.

Case

New Healthy Candybar

Challenge

Launch a new vegan fruit bar in Belgium through e-commerce, health retail, travel retail and selected supermarkets, and find the moment and the audience where it wins.

Sophie Vermeulen

The Three O'Clock Professional

A meeting-heavy professional who uses a small fruit snack to manage the afternoon concentration dip.

She does not want a meal; she wants enough energy and pleasure to reach the end of the working day.

Job to be done

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Age

Elit

Gender

Sed

Location

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Role

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Income

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Education

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Household

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Work pattern

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Brand affinity

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Reprehenderit in

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scale 0 to 10 · strongest driver highlightedAttitudinal cluster & role

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Emotional conflict

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Behavioural triggers situational · cognitive · actions

02Behavioural triggerswhat fires the moment, and how the brand answers it

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Situational triggers

Moments that spark the need

Declining concentration around 15:00
Back-to-back afternoon meetings
Seeing chocolate or pastries near the coffee machine

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Nostrud exercitation

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Decision speedFugiat nulla pariatur excepteur sint occaecat cupidatat

Price sensitivityNon proident sunt in culpa qui officia deserunt

Innovation readinessMollit anim id est laborum Lorem ipsum

!Friction & crisis simulation

Incident

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Immediate reaction

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Likely response

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Expectations

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Recovery action

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“Do eiusmod tempor incididunt ut labore et dolore magna aliqua ut.”

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Customer journey 6 stages

03Customer journey6 stages · Sophie Vermeulen

Stage 01 of 06Discovery

Actions

Notices declining concentration
Looks toward the coffee area
Considers chocolate, pastry or nothing

Emotions

Tired
Restless
Mildly guilty

Pain points

Limited healthy options
No time to leave the office
Distrust of overly functional snacks

Channels

Workplace sampling
Office digital screens
Contextual social media

In their words

I still have two meetings.
I want something, but not a full snack.
Chocolate will make me feel worse later.

Micro-moments

The bodily trigger precedes brand awareness.
Relevance peaks between 14:30 and 15:30.
The product competes with the vending machine and doing nothing.

Opportunities

Own the specific afternoon moment
Sample where repeat purchase is possible
Frame the benefit as a light energy bridge

Stage 02 of 06Exploration

Actions

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Consequat duis aute irure
Dolor in reprehenderit in

Emotions

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Pain points

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In culpa qui officia
Deserunt mollit anim id

Channels

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In their words

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Labore et dolore magna
Aliqua ut enim ad

Micro-moments

Minim veniam quis nostrud exercitation ullamco laboris
Nisi ut aliquip ex ea commodo consequat
Duis aute irure dolor in reprehenderit in

Opportunities

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Stage 03 of 06Conversion

Actions

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Emotions

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Pain points

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Labore et dolore magna
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Channels

Minim veniam quis nostrud
Exercitation ullamco laboris nisi
Ut aliquip ex ea

In their words

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Irure dolor in reprehenderit
In voluptate velit esse

Micro-moments

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Opportunities

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Stage 04 of 06Experience

Actions

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Emotions

Minim veniam quis nostrud
Exercitation ullamco laboris nisi
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Pain points

Commodo consequat duis aute
Irure dolor in reprehenderit
In voluptate velit esse

Channels

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Nulla pariatur excepteur sint
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In their words

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Officia deserunt mollit anim
Id est laborum Lorem

Micro-moments

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Sed do eiusmod tempor incididunt ut labore
Et dolore magna aliqua ut enim ad

Opportunities

Minim veniam quis nostrud
Exercitation ullamco laboris nisi
Ut aliquip ex ea

Stage 05 of 06Loyalty

Actions

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Irure dolor in reprehenderit
In voluptate velit esse

Emotions

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Nulla pariatur excepteur sint
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Pain points

Sunt in culpa qui
Officia deserunt mollit anim
Id est laborum Lorem

Channels

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Consectetur adipiscing elit sed
Do eiusmod tempor incididunt

In their words

Ut labore et dolore
Magna aliqua ut enim
Ad minim veniam quis

Micro-moments

Nostrud exercitation ullamco laboris nisi ut aliquip
Ex ea commodo consequat duis aute irure
Dolor in reprehenderit in voluptate velit esse

Opportunities

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Stage 06 of 06Advocacy

Actions

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Officia deserunt mollit anim
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Emotions

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Consectetur adipiscing elit sed
Do eiusmod tempor incididunt

Pain points

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Magna aliqua ut enim
Ad minim veniam quis

Channels

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Nisi ut aliquip ex
Ea commodo consequat duis

In their words

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Reprehenderit in voluptate velit
Esse cillum dolore eu

Micro-moments

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Opportunities

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Case

Football Club Loyalty Program

Challenge

Build a loyalty programme on top of ticketing, merchandising and the fan app that grows meaningful interactions per member, across four very different fan groups.

Elias Wouters

A city-based, emotionally invested fan who attends matches regularly and expects recognition.

Affinity95%

Estate65%

Psychographics & insightsJourney mapData blueprint

Psychographic profile

Core values

loyaltytraditionauthenticity

Motivations

emotional connection to club history
matchday ritual with friends
supporting the local community

Ecological beliefs

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Aspirations

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Lifestyle

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Key quotes

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Decision behaviour

Key factors

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Cognitive biases

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Behavioural triggers per persona

The Local Devoted Supporter

Elias Wouters

A city-based, emotionally invested fan who attends matches regularly and expects recognition.

Affinity95%

Estate65%

⚡

Behavioural triggers

What fires the moment

derby week atmosphere
exclusive member events
season ticket renewal

🧠

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Incididunt ut labore et

Dolore magna aliqua ut enim
Ad minim veniam quis nostrud
Exercitation ullamco laboris nisi ut

🎯

Aliquip ex

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Tech savvinessExcepteur sint occaecat

Preferred formatsCupidatat non proident sunt in culpa

ToolsQui officia deserunt mollit anim

Customer journey 7 stages · journey map

The Local Devoted Supporter

Elias Wouters

A city-based, emotionally invested fan who attends matches regularly and expects recognition.

Affinity95%

Estate65%

Psychographics & insightsJourney mapData blueprint

	1Discovery	2Exploration	3Configuration	4Transaction	5Experience	6Loyalty	7Advocacy
Actions	Sees matchday hype on social media Passes stadium or fan-zone signage Checks kickoff time and ticket availability	Id est laborum Lorem Ipsum dolor sit amet Consectetur adipiscing elit sed	Do eiusmod tempor incididunt Ut labore et dolore Magna aliqua ut enim	Ad minim veniam quis Nostrud exercitation ullamco laboris Nisi ut aliquip ex	Ea commodo consequat duis Aute irure dolor in Reprehenderit in voluptate velit	Esse cillum dolore eu Fugiat nulla pariatur excepteur Sint occaecat cupidatat non	Proident sunt in culpa Qui officia deserunt mollit Anim id est laborum
Thinking / feeling	PrideAnticipationFOMO “This club is my weekend.”	Lorem ipsum dolor sit Amet consectetur adipiscing elit Sed do eiusmod tempor	Incididunt ut labore et Dolore magna aliqua ut Enim ad minim veniam	Quis nostrud exercitation ullamco Laboris nisi ut aliquip Ex ea commodo consequat	Duis aute irure dolor In reprehenderit in voluptate Velit esse cillum dolore	Eu fugiat nulla pariatur Excepteur sint occaecat cupidatat Non proident sunt in	Culpa qui officia deserunt Mollit anim id est Laborum Lorem ipsum dolor
Channels	Instagram / TikTok Google Search / Maps Outdoor & stadium neighborhood media	Sit amet consectetur adipiscing Elit sed do eiusmod Tempor incididunt ut labore	Et dolore magna aliqua Ut enim ad minim Veniam quis nostrud exercitation	Ullamco laboris nisi ut Aliquip ex ea commodo Consequat duis aute irure	Dolor in reprehenderit in Voluptate velit esse cillum Dolore eu fugiat nulla	Pariatur excepteur sint occaecat Cupidatat non proident sunt In culpa qui officia	Deserunt mollit anim id Est laborum Lorem ipsum Dolor sit amet consectetur
Pain points	Late awareness of matches Scattered information No recognition when logged out	Adipiscing elit sed do Eiusmod tempor incididunt ut Labore et dolore magna	Aliqua ut enim ad Minim veniam quis nostrud Exercitation ullamco laboris nisi	Ut aliquip ex ea Commodo consequat duis aute Irure dolor in reprehenderit	In voluptate velit esse Cillum dolore eu fugiat Nulla pariatur excepteur sint	Occaecat cupidatat non proident Sunt in culpa qui Officia deserunt mollit anim	Id est laborum Lorem Ipsum dolor sit amet Consectetur adipiscing elit sed
Micro-moments	1P: Geo + app opens signal match intent 2P: Ticketing availability indicates urgency 3P: Local event data optimizes timing	Do eiusmod tempor incididunt Ut labore et dolore Magna aliqua ut enim	Ad minim veniam quis Nostrud exercitation ullamco laboris Nisi ut aliquip ex	Ea commodo consequat duis Aute irure dolor in Reprehenderit in voluptate velit	Esse cillum dolore eu Fugiat nulla pariatur excepteur Sint occaecat cupidatat non	Proident sunt in culpa Qui officia deserunt mollit Anim id est laborum	Lorem ipsum dolor sit Amet consectetur adipiscing elit Sed do eiusmod tempor
Opportunities	Geo-based match alerts Personalized reminders and ticket nudges Attendance prediction with fast-lane perks	Incididunt ut labore et Dolore magna aliqua ut Enim ad minim veniam	Quis nostrud exercitation ullamco Laboris nisi ut aliquip Ex ea commodo consequat	Duis aute irure dolor In reprehenderit in voluptate Velit esse cillum dolore	Eu fugiat nulla pariatur Excepteur sint occaecat cupidatat Non proident sunt in	Culpa qui officia deserunt Mollit anim id est Laborum Lorem ipsum dolor	Sit amet consectetur adipiscing Elit sed do eiusmod Tempor incididunt ut labore

Data blueprint 1P · 2P · 3P · application levels

The Local Devoted Supporter

Elias Wouters

A city-based, emotionally invested fan who attends matches regularly and expects recognition.

Affinity95%

Estate65%

Psychographics & insightsJourney mapData blueprint

🗄

First-party data

Collected directly by the club

Ticketing history
Webshop purchases
App behaviour
Loyalty points
Stadium entry scans
Email engagement
Survey responses

🤝

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Application levels

Descriptive

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Diagnostic

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Predictive

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Prescriptive

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Real-time

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How it works

Inputs, framework, outputs.

Inputs

Client research and data
Hakuto category and industry knowledge
UX and service design methods
Consumer behaviour triggers

Hakuto framework

Proprietary persona and journey model
Synthetic generation with secure guardrails
Motivation and barrier scoring per segment
Impact scoring on business potential
Stored data points, reusable across projects

Outputs

Rich persona groups
Audience mapping
Full consumer journeys
Opportunities with motivations, barriers and impact score

The model

From ad hoc research to an always-on audience layer.

The classic deliverable ages the day it is presented. journey is set up once and then answers questions for as long as the product lives.

Before

Ad-hoc persona work

Weeks of research and workshops per project
Three archetypes, one slide each
Nothing to test an idea against
Redone from scratch for the next brief
Sits in a PDF nobody opens

With hakuto.journey

Audience as infrastructure

Set up in days, fed by what you already have
Rich persona groups per segment and moment
Ask a question on any idea, get scored answers
Quarterly reruns of new scenarios, or always-on
Feeds content, dashboards and workshops

What clients do with it

Four jobs, one tool.

User test groups

Run an idea, a concept, a message or a pricing option past every persona group before a single euro of media is spent.

Validate approaches

Check a strategy, a campaign angle or a service redesign against the journeys it has to change.

Segment projects

Build projects for a specific niche or a broad audience with the same rigour: the framework scales down and up.

Identify opportunities

Find the moments where a brand can create business impact, ranked on acceptance, motivations and barriers.

Customer stories

What marketers say after the first run.

“We thought we had three audiences. hakuto.journey showed us eleven niche communities inside them, each with its own moment and its own reason to say no. Our launch plan changed in a week, not a quarter.”

CMO, snack brandFMCG launch

“With hakuto.journey we could, for the first time, see the loyalty programme through the eyes of a family with two kids and a fan who only follows us on TikTok. The tiers we launched came straight out of those journeys.”

Commercial director, football clubLoyalty programme

“Our category data described a drinker who no longer exists. hakuto.journey gave us the one who does: drinks less, chooses better, and wants a reason to talk about it. We built the brand for that person.”

CMO, beer start-upNew drinking behaviour

Synthetic data, with guardrails

What is real

Client research, sales and CRM data, category studies, consumer voice from social and review platforms. Every persona group starts from what is known.

What is synthetic

The persona narratives, the journey behaviour and the reactions to new ideas. Generated by AI inside Hakuto's proprietary model, not free-form.

What the guardrails do

Constrain generation to the evidence base, flag where a claim is hypothesis rather than data, keep client data isolated and compliant, and log every stored data point.

It complements primary research; it does not pretend to replace it where the stakes require real respondents.

Pricing

Fixed one-off. Fixed recurring.

One-off
Intake	€1.000	Indexing research, audience evaluation
Setup	€2.000	Merging with the journey model, persona writing, JSON setup
Audience mapping only	€1.000
Full customer journey	€1.000
Recommendation & impact scoring	€1.500
Total full setup	€6.500	Intake + setup + audience mapping + journey + impact scoring

Recurring
Quarterly version	€2.000	Rerun of max 10 new scenarios + basic report and status
Always-on fee	€1.500/month	Persona impact scoring on new initiatives: ask a question on an idea, journey returns opportunities per persona with impact scoring

Indicative client value

€6.500full setup, one-off

€18.000always-on, per year

€24.500year one, always-on

€14.500year one, quarterly

FAQ

Questions marketers ask first.

Is this a replacement for consumer research?

No. journey turns the research and data you already have into personas and journeys you can work with, and lets you test ideas against them fast. Where the stakes require real respondents, it tells you what to go and ask.

What data do you need from us?

Whatever exists: brand and category studies, sales and CRM extracts, previous persona work, social listening, customer service themes. Thin data is fine; the category knowledge fills in and the output flags what is hypothesis.

How synthetic is synthetic?

The narratives, behaviours and reactions are generated inside a model that is constrained to your evidence base and Hakuto's category knowledge. Every claim is traceable to data or marked as hypothesis.

How fast is a first run?

Intake and setup take days. New scenarios on an existing setup take hours. The always-on fee means you ask a question and get scored answers back without a new project.

hakuto.journey

A demo takes 30 minutes and runs on your own product or service.

Book a demo↘

Synthetic Service Design.

Marketers often decide either on expensive research studies, OR too general archetypes OR simple gut feel.

Hakuto journey is neither of that. Qualitative, profound analysis, instantly available.

Benefits

Days, not weeks

Granular, not generic

Ask it anything

Grounded, with guardrails

Interactive and cumulative

Human at the intersection

Two cases, two very different audiences.

New Healthy Candybar

Sophie Vermeulen

Situational triggers

Ipsum dolor

Nostrud exercitation

!Friction & crisis simulation

Football Club Loyalty Program

Elias Wouters

Psychographic profile

Key quotes

Decision behaviour

Elias Wouters

Behavioural triggers

Eiusmod tempor

Aliquip ex

Elias Wouters

Elias Wouters

First-party data

Et dolore

Duis aute

Application levels

Inputs, framework, outputs.

From ad hoc research to an always-on audience layer.

Ad-hoc persona work

Audience as infrastructure

Four jobs, one tool.

User test groups

Validate approaches

Segment projects

Identify opportunities

What marketers say after the first run.

Fed by real data. Generated within a framework. Never a black box.

What is real

What is synthetic

What the guardrails do

Fixed one-off. Fixed recurring.

Questions marketers ask first.

Bring one idea. Leave with four personas' verdict.