Insights consultancy Verve has launched an AI-generated solution called 'Intelligent Personas', which generates personas representing source segments within community panel datasets. These can be substituted for real respondents in difficult or repetitive research projects.
The new Intelligent Personas is the latest offer from Verve's Ignite AI consultancy, which uses AI to uncover implicit emotions, patterns and 'cultural codes' at scale. According to company founder and CEO Andrew Cooper, the new solution solves the problem of doing research that is methodologically robust, but 'rather dull' to take part in. AI-respondents can be applied to difficult or repetitive research projects, freeing up the time of 'real people' for more strategic insight requirements, he explains.
Richard Preedy (pictured), Executive Director of Proposition adds: 'Think of it as a new kind of market simulation: AI models trained from high quality and regularly updated client datasets - and used knowingly as an alternative to asking human respondents. As another means to reach niche or traditionally difficult to recruit audiences, it really is the next frontier of insight'.
Web site: www.addverve.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.