Pureprofile Launches Message Testing Tool

Pureprofile has launched a solution called Message Testing, using synthetic respondents for rapid feedback and optimization of messaging.

Pureprofile was founded in 2000, is based in Surry Hills, NSW, Australia, and promises 'rich insights into real human behaviour', building in-depth profiles of consumers via proprietary and partner panels, and helping clients to understand, target and engage their audiences. Earlier this week the company reported annual revenue up 19% to $AUD 57.2m, and EBITDA up 18% to $AUD 5.2m.

The new tool allows researchers and marketers to identify top-performing creative, uncover what motivates different audience segments, and validate market fit in real time. Its Synthetic Respondents are AI profiles generated from the firm's own proprietary panel data and powered by a synthetic data engine called PersonaPanels. The profiles approximate real audience behaviour, preferences and interests through continuous exposure to relevant digital content.

Users can target their testing across generational cohorts such as Gen Z, Millennials or Boomers, and can home in one the most important elements of a message.

According to Young Ham (pictured), Global Head of Innovation & Partnerships at Pureprofile, 'Message Testing is a breakthrough for brands operating in a world where speed, precision and impact are everything. By removing the traditional bottlenecks of research, we're giving marketers the power to test, learn and adapt in real-time, without compromising on rigour.'

The firm has launched a number of AI-powered products of late, including Conversational AI, which enhances survey engagement through a dynamic chatbot interface, and three social insights sentiment and topic analysis tools - Social Meaning, Emerging Consumer Trends and Beauty Trends. It also rolled out Datarubico, a self-serve data and insights platform that gives brands and researchers full control to independently create surveys, manage samples and analyse results in real time.

Web site: www.pureprofile.com .