Likehumans
Likehumans is a free web tool that tests marketing hypotheses against AI-simulated consumers built from official Lithuanian government statistics. It runs concept tests, surveys and interviews on Lithuanian consumer segments only, and targets marketers and non-experts alike.
What is Likehumans?
Likehumans is a web application from Synthesis CG, a strategy and brand agency based at Raugyklos st. 21 in Vilnius, and it grew directly out of the agency's daily work with data. The pitch is blunt: Test your concepts with AI-powered synthetic users that think and behave like your target audience. Without the cost or delay of traditional research. It is aimed at marketers and non-experts alike.
Everything rests on three official surveys from the Lithuanian Department of Statistics: the Income and Living Conditions Survey (2023), the Information Technology Usage Survey (2022) and the Household Budget Survey (2021). The three datasets are matched demographically on age, income, region and education, then modelled statistically to isolate behavioural segments. A segment is retained only when it deviates significantly from the population average and rests on a sufficient sample. Each one is then projected onto the whole Lithuanian population as a headcount and sorted into five size classes: micro (under 40,000), niche (40,000-70,000), compact (70,001-110,000), established (110,001-180,000) and mass (over 180,000).
Seven spending categories are available — food, non-alcoholic drinks, alcohol and tobacco, electricity, gas and fuels, health, leisure, transport — crossed with demographic variables: six age bands from 18-24 to 64+, gender, three education levels, six employment statuses, income and region (five major cities, other towns, rural areas).
On that base, a language model plays the segment. Three scenarios exist: Concept Testing (up to four concepts, text or visual with image upload), Survey Simulation (up to five questions, single or multiple choice and 1-5, 1-7 or 0-10 scales) and Interview Simulation (up to five questions, with assisted question generation). A General population segment serves as the benchmark against which a target segment's distinctiveness is measured. Segment identification and basic profiles are instant, simulations and detailed insights take under a minute, and complex scenarios a few minutes.
The publisher is unusually candid about the boundaries. The methodology page rests on ten academic references covering algorithmic fidelity and silicon samples, and the guardrails were designed with brand strategists, data scientists and research specialists. The demo version caps usage at five segments per project, three projects per account and three simulations per project. And coverage is Lithuanian consumers only.
What it does
- Simulate how a Lithuanian consumer segment reacts to up to four concepts, submitted as text or as uploaded visuals
- Run a simulated survey of up to five questions using single choice, multiple choice and 1-5, 1-7 or 0-10 rating scales
- Run a simulated interview of up to five open questions, with AI-assisted question generation
- Build a custom audience segment from lifestyle traits and demographics, or start from a pre-built one
- Read a statistical profile of a segment, including its projected size expressed in real people
- Compare segments side by side against a General population benchmark
- Generate an insights report from each simulation, choosing a simulated group of 10, 50 or 100 respondents
When to use Likehumans / When not to
A quick filter to help you decide if Likehumans is the right fit.
When to use Likehumans
- Marketing managers who need a fast, defensible read on how Lithuanian consumers react before committing budget
- Brand strategists generating hypotheses and pre-testing positioning ideas on clearly defined demographic segments
- Product teams that need to sort several competing concepts in days rather than months, as in the retail electricity case where 17 offers were assessed in a few days
- Founders and business developers at smaller companies that cannot afford a full research budget but still need data behind their decisions
- B2C businesses working in the broad spending categories the public surveys cover: food, drinks, alcohol and tobacco, energy, health, leisure and transport
When not to use Likehumans
- Teams researching very specialised B2B or niche markets, where the FAQ itself says additional research will be needed
- Anyone targeting consumers outside Lithuania, since the data, the segments and the simulations cover the Lithuanian market only
- Organisations hoping to replace their whole research programme, which the publisher explicitly says the tool is not designed to do
- Users who need to export, archive or circulate raw results, as screenshots are currently the only way to keep anything
- Developers and teams that need an API, a mobile app or integrations with their existing stack, none of which exist
How to use Likehumans
A typical end-to-end flow, from setup to results.
- Click Start testing on the public site, ideally from a desktop or large screen, since the interface warns that small displays are not the intended experience
- Register with an email address and a password of at least six characters, accepting the privacy policy, which is the only document you are asked to agree to
- Confirm your address through the link sent by email
- Fill in the initial profile: your name, an optional company name and your interface language, English or Lithuanian
- Define your research objective, picking from 17 preset objectives such as validating hypotheses, comparing alternative concepts, identifying decision drivers or quantifying preferences, or writing your own
- Build a custom segment in four steps: up to two lifestyle categories, then a demographic group, then a segment name suggested automatically and editable, then a statistical preview; alternatively pick a pre-built segment
- Review the segment preview: demographics against the Lithuanian population, monthly spending level, main spending categories, digital behaviour and the most distinctive interests
- Choose your simulation scenario, concept testing, survey or interview, and the size of the simulated group: 10, 50 or 100 simulations
- Save the simulation, bearing in mind that once you save, the simulation becomes final and cannot be changed
- Read the generated insights report and screenshot whatever you need to keep, as no export exists yet
Pros & Cons
Pros
- Built on official, citable surveys from the Lithuanian Department of Statistics rather than scraped material
- Methodology published in detail, with the criteria used to retain a segment and ten academic references behind the approach
- Free to use on the open data, with no technical skill and no company information required
- Most results arrive in under a minute, and segments appear instantly
- Segment sizes are projected as real headcounts rather than abstract percentages
- Three complementary simulation formats, concept testing, survey and interview, covering both quantitative and open-ended work
- The publisher draws the limits of its own tool and recommends human validation, and it is identifiable: postal address, public email and an explicit GDPR compliance statement
Cons
- Strictly Lithuanian scope, which makes the tool unusable as it stands for any other market
- Source data dates from 2021 to 2023, three to five years old at the time of review
- Tight demo quotas: five segments per project, three projects per account, three simulations per project and five questions maximum
- No export of any kind, screenshots only, and a saved simulation can never be modified
- No API, no mobile app and no third-party integration
- No terms of service at all, registration only asks you to accept a privacy policy that itself carries no effective date, and there is no DPA, no sub-processor list and no security certification
- No published price and no pricing page even though the product distinguishes a free from a premium version, and several footer links (Contact, About, Project funding, Use cases) lead back to the homepage or to the publisher's site, leaving only four real public pages
Pricing & Plans
Likehumans offers a free plan and, at the time of review, nothing else that is publicly priced. The homepage states Try it out using our open data, free of charge and the FAQ confirms that Likehumans is available to everyone and can be used immediately. There is no pricing page, no amount, no currency and no payment method anywhere on the site, so no lowest price point can be quoted. The interface does label certain use cases as belonging to a Free version and a Premium version, but no commercial condition for the latter has been published. Bespoke work and specific segments are handled through direct contact, again with no rate displayed.
- no cost and no time limit
- but capped at 5 segments per project
- 3 projects per account and 3 simulations per project
- no price
- no billing terms and no feature list have been published
- Custom solutions
- mentioned in the FAQ for needs the standard segments do not cover
- arranged through direct contact with no published rate
Data, GDPR & hosting
A consolidated view of how Likehumans handles your data.
GDPR overview
The commitment is explicit: We comply with the European Union General Data Protection Regulation (Regulation (EU) 2016/679) and applicable local data protection laws. The publisher is established in Lithuania, so no Article 27 representative is required and none is appointed. Seven rights are listed — access, rectification, erasure, restriction, objection, withdrawal of consent and portability — exercised at hello@likehumans.ai, with a reply promised within the legal timeframes. Five security measures are described: encryption in transit and at rest, strict access controls and monitoring, frequent internal audits, staff training and incident response procedures. Transfers to EEA and non-EEA recipients are acknowledged, including the United States for analytics. The gaps are equally clear: no data protection officer is named, no supervisory authority is cited, no certification is claimed, and the policy carries no effective or last-updated date.
Who owns the data?
Likehumans publishes only a Privacy and Cookie Policy; there are no terms of service. That policy covers personal data collected for enquiries, direct marketing, service sales and recruitment, and it contains no clause at all about ownership of the concepts, questions and images you upload into a simulation, so nothing contractual defines who owns that material or the reports it produces. On the operational side, the FAQ states that your queries and results are not used for further training or shared with other users. Accounts are deletable by the user: deletion becomes permanent 30 days after the request and can be cancelled by logging back in during that window.
Reuse rights
With no terms of service published, nothing formally grants or restricts your reuse of the insights you generate, and no export function exists to move them anywhere. What the Privacy and Cookie Policy does describe is what Likehumans collects from you: depending on the purpose, name, job title, organisation, email address, LinkedIn or portfolio links, phone number and message content, plus account details such as name, email, an optional company name and interface language, and cookies across necessary, functional, analytics, performance and advertising categories. The legal bases are stated as legitimate interest for communication, explicit consent for marketing, and performance of the contract for service sales. Google Analytics, Google Tag Manager and Microsoft Clarity are the third-party tools named in connection with data transfers. What feeds the simulations is a different matter entirely: We use aggregated, anonymized government statistics—no individual personal data is involved, and the FAQ adds that all simulations are based on demographic group characteristics, not individual profiles.
Data retention & training
Hosting summary
The site never says where user data is stored. No hosting country, region or provider is named, and the privacy policy addresses transfers rather than location. It acknowledges that some of your personal data may be transferred to third parties located in both European Economic Area (EEA) countries and non-EEA countries, and points to the United States where Google Analytics, Google Tag Manager and Microsoft Clarity are used. For non-EEA transfers it states: While data protection standards in non-EEA countries may be lower than those in the EEA, we take careful measures to ensure that your personal data is handled securely during and after its transfer. No mechanism is named to back that up, neither standard contractual clauses nor any adequacy framework. The publisher is established in Lithuania, and the site is served behind an Amazon anycast IP address (216.198.79.65), which tells you nothing about where data actually sits. No sub-processor list is published and no data processing agreement is offered. In short: an EU-based publisher with a stated GDPR commitment, but no verifiable answer on hosting jurisdiction.
Things to keep in mind
Risks and trade-offs to weigh before adopting Likehumans.
- The respondents are simulated. Nobody was actually asked anything, and it is easy to forget that when a report reads like real fieldwork
- The publisher itself recommends using these insights for exploring ideas and testing concepts, then validating important decisions with human research: treat outputs as hypotheses, not as evidence
- The source data covers 2021 to 2023, and the publisher already acknowledged one to two years of lag when the site was written
- Results are Lithuanian and do not transfer to another market, however plausible they may sound when read out of context
- Coverage thins out for highly specialised B2B work and for niches the public surveys never reached
- A saved simulation is final and cannot be changed, and nothing can be exported, so capture what matters as you go
- There are no terms of service, only a privacy policy; a premium version is mentioned with no published conditions; and the Instagram and LinkedIn accounts linked from the site belong to the Synthesis CG agency, not to Likehumans
Setup & Integrations
Technical difficulty
Very low. There is nothing to install: Likehumans is a web application you reach by registering with an email address and a password, then confirming your address through a link sent by email. No company data, no file import and no configuration are required. The FAQ states plainly that No technical skills required and that getting started takes less than a minute. The only real constraint is hardware: the interface warns that the experience is designed for a desktop or a large screen and advises against small displays.
Deployment
Supported languages
Behind Likehumans
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What does Likehumans actually do?
Where does the data come from?
How recent is that data?
How reliable are the simulated answers?
What information do I have to provide?
How long does it take to get results?
Is my data private, and is it used to train the AI?
Can I export the results?
Are there usage limits?
What if my target market isn't Lithuanian?
Should you pick Likehumans?
Likehumans is a deliberately narrow tool: it covers Lithuania and nothing else, and its publisher never pretends otherwise. That constraint is also its strength. Where synthetic-audience products often rest on opaque or scraped material, this one is built on three official surveys from the Lithuanian Department of Statistics and publishes its segmentation method in full, including the matching variables, the significance and sample-size criteria used to keep a segment, the five size classes and the academic work the approach draws on.
Because it costs nothing, it is a tool to try rather than one to judge on paper. Signing up takes about a minute, no company information is required, and a first segment profile followed by a simulated concept test will tell you more than any description can.
The locks are real, though. The demo version caps you at five segments per project, three projects per account and three simulations per project. Nothing can be exported, screenshots being the official answer, and a saved simulation cannot be edited. There are no terms of service, so the only document framing the relationship is a privacy policy with no effective date. And a premium version appears in the interface without a single published condition, which makes it impossible to say what sustained use would eventually cost.
The honest way to read it is the way Synthesis CG frames it: a first step, not a substitute. Use it to generate hypotheses, sort concepts and find segments worth pursuing, then validate what matters with real people. Judged against that job, and inside Lithuania, it is a well-documented and genuinely useful instrument. Judged as a replacement for market research, or pointed at any other country, it is the wrong tool.
- Choosing a selection results in a full page refresh.
- Opens in a new window.