Signoi Adds 'Personalysis' Tool for Lifelike Personas

UK-based insight and foresight platform Signoi has launched a tool called Personalysis, aimed at transforming data sources such as segmentation reports into lifelike Personas.

Founded in 2018 by a team which includes Truth Consulting founder Andy Dexter and long-time software and data science industry exec Andrew Jeavons, Signoi's platform helps to 'decode' unstructured data and understand both its implicit and explicit meaning. Late last year, the firm unveiled a new service analysing videos from any source, with the use of higher-order semiotic frameworks to 'pinpoint significant shifts in motifs within a video'.

Based on all of the available data - demographic, attitudinal and behavioural - Personalysis' AI will create personas that represent the variability to be found within a segment, as well as the attributes that are shared. According to the firm, by building out across all relevant segments, the resultant Persona cores are 'distinct, representative, and lifelike'. With these profiles in place, clients can ask questions of the Personas via a simple chat interface.

Dexter comments: 'We've found that with the right rich client datasets underpinning the Personas as a training layer, they become qualitative models. Say you want to test 100 different ideas in research amongst your segments. Unlike real respondents, the Personas never get tired, never get bored, never get annoyed, and never stop answering your questions. This makes Personalysis not just a cool tool for enlivening segmentations and other data, but a potentially ground-breaking option for testing ideas and concepts before - or even as a potential substitute for - market research'.

Web site: www.signoi.com .