COMPANY
Behavioural intelligence for Latin America.
FOUNDED IN 2025
Runa is developing behavioural intelligence infrastructure for Latin America. We build synthetic populations grounded in real population evidence and simulate how they read, react to and act on what an organisation does — so decisions can be rehearsed before they are made, and made with confidence.
Two services run on the engine today: Distortion Score Intelligence, which measures how a message is understood against what was intended, and Quantitative Impact Analysis, which measures how much a message moves an outcome over time. More will follow. The same grounded population can be asked about a product, a policy, an intervention or a scenario: any question where the answer depends on how people respond.
How a communication is understood, how far that drifts from intent, and what to change.
How much a message, or a sequence of messages, moves a measured outcome over the following weeks.
The same population asked how it would respond to an offer, a policy or a scenario, not only to words.
Launches, reforms, restructures and campaigns all depend on how people are expected to respond. That expectation is usually formed from experience, fragments of research, or nothing at all — because the research that would answer it properly is slow, expensive and hard to repeat as circumstances change.
We think the gap between “we should test this” and “we can afford to test this, again” is where most communication goes wrong. Closing it — with a method people can trust and results they can stand behind — is the company.
Latin America is the market we are building for. The intelligence underneath Runa is being developed around the region’s own demographic, socioeconomic, geographic, political, cultural and behavioural contexts, so that an organisation addressing a population here works from evidence about that population, not from a model of somewhere else.
Argentina is where we begin: the country in which ARDA and our products are being built, tested and validated first. From there the ambition is regional, developing the underlying population intelligence for each additional market in turn, and with it a deeper understanding of the contexts that shape how decisions are received across Latin America.
Three principles, each with commitments we hold ourselves to on every project.
Runa was born from a shared belief: understanding audiences should be more accessible, rigorous, and central to how decisions are made.
Combining expertise in communications, public policy, quantitative research, and technology, we are building a new way for organisations to explore how audiences think, interpret, and respond, bringing the power of population intelligence directly into their everyday work.
Paulina's work sits at the intersection of communications, public policy, and human behaviour. With a Master's in Public Policy from King's College London and a background in communications, she has worked across public affairs, political strategy, research, and consulting.
Her interest in how information is interpreted, shared, and translated into decisions drives her vision for Runa. Having seen how difficult it can be to anticipate audience responses, she is passionate about making sophisticated research capabilities more accessible to the teams making consequential decisions.
Santiago's work sits at the intersection of political science, economic research, and quantitative analysis. With an MPhil in Economic and Social History from the University of Cambridge and a background in Political Science from Argentina, he has worked across financial markets, quantitative research, and technology implementation.
His interest in how political, economic, and social forces shape behaviour drives his vision for Runa. Combining an understanding of complex systems with experience in data-driven decision-making, he is passionate about making sophisticated population intelligence more accessible, scalable, and actionable.
We are a small team working across social science, data and software. We value ambition, purpose and proactivity. If our work speaks to you, write to us with a few lines about yourself and what you would like to build.