Wider Roll-Out for Toluna's Synthetic Personas

Toluna has rolled out it synthetic personas solution to new markets, bringing the total to fifteen, with nine languages now available, and says more than one million unique personas have now been created.

With more than forty offices worldwide, the firm combines a global panel community of 79 million people, a team of experienced researchers and a portfolio of insight solutions. The latter include its end-to-end, real-time consumer intelligence platform Start, which was launched in 2020, and HarmonAIze, a synthetic data suite for both qual and quant research. Seven months ago it announced it was bringing its brands together under a single name, with a refreshed identity, retiring the brands of three major acquisitions, Harris Interactive, GutCheck and MetrixLab.

The survey-taking synthetic personas, launched in February, mimic real human behavior and possess 'realistic life histories and deep layers of attitudes, motivations and memory', ensuring consistent responses across survey questions - they can also 'see', 'hear' and react to dynamic stimulus such as TV ads and online video. In contrast to some GenAI models, this includes keeping them 'enriched with recent world knowledge' according to the company. Each persona is constructed from anonymized first-party data sourced from the company's panels - originally the 19.4m members in the US, but now bringing in other markets worldwide. The tool is used to rapidly test ideas, claims, messages, flavours and other product features, at scale.

In addition to the US, the live markets are the UK, Australia, Singapore, Germany, Brazil, Mexico, the Netherlands, Italy and France, with Spain, India, Vietnam, Indonesia and Thailand to be added in the next few weeks. CEO Frédéric-Charles Petit (pictured) comments: 'Brands want speed and scale without sacrificing quality and trust. By combining unmatched persona indivividuality with the speed and scale of AI, we enable brands to test as many ideas in as many markets as they desire, as quickly as they can imagine them. Decision-ready intelligence is available in hours rather than weeks. This is the future of insights, and it is available today.' He adds: 'Rapid claims testing and sd screening are only the beginning, with additional synthetic-persona-driven solutions and self-serve capabilities on the way.'

Web site: www.tolunacorporate.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.