Leger Integrates Smart Persona Tool

Canadian-owned polling, market research and analytics firm Leger is integrating a Smart Persona tool developed by Plus Company, allowing real-time dialogue with customized synthetic personas built from Leger's data.

Plus Company was founded in 2021 as a network of creative and technology agencies, and now boasts more than 3,000 employees across 12 countries in North America, Europe, the Middle East and Asia-Pacific. Its Smart Persona technology simulates and analyses interactions with members of target audiences. The partnership pairs the technology with Leger's methodological expertise and validated data to promise a combination of speed and rigorous quality.

Sarah Mottet (pictured), VP Transformation and AI at Leger says the move 'enhances Leger's offering while remaining true to its approach and methodological rigour', adding: 'This innovation is a natural extension of our research work and enables our clients to fully maximize the value of their studies.'
Karine Courtemanche, VP at Plus Company, and CEO of Plus Media, comments: 'Our partnership with Leger marks an important milestone in the rollout of Smart Persona. Together, we are demonstrating that artificial intelligence can be integrated into research processes responsibly and strategically.'

The company is on the web at www.leger360.com .