Savanta Unveils Virtual Personas Offer

Savanta has launched Virtual Personas, an AI-powered offering which simulates reasoning and motivational-drivers as well as personality, being 'the first' platform to integrate both the OCEAN Big Five personality traits and the Schwartz Theory of Basic Human Values, according to the firm.

Users get on-demand access to their target audiences for one-to-one interviews or focus groups with multiple personas, to investigate audience behaviour, test hypotheses and simulate reactions to campaigns. However the company says the platform is designed to complement formal research rather than replace it, 'filling gaps in and between studies and informing real-world research design.'

Savanta says the platform achieves 'human-like accuracy' through the addition of behavioural models, and is validated against real-world respondent data across multiple sectors. Tests indicate that the solution achieves 99% factual recall and 84% logical inference accuracy.

The platform launches with a free access tier, giving immediate access to a set number of focus groups and interviews with 16 pre-defined personas - eight in the UK and eight in the USA, male and female - structured across four age brackets. Paid tier offerings allow full customisation of personas, deeper interactions, and creative asset exploration and generation, including video.

The firm says the incorporation of the OCEAN and Schwartz science 'results in the friction, hesitation and resistance that precede real consumer decisions - like the moment messaging loses the audience, the feature that creates doubt or the pricing language that triggers a walk-away.' Each persona is grounded in more than a decade of the company's proprietary real-world data, and can also be customised using client data. The solution also boasts 'transparency at its core,' with a 'robust' trust score shown on every response, and full documentation of sources.

'Virtual Personas by Savanta is the natural evolution of Savanta's legacy and continued investment in rich consumer data,' says CEO Christine Petersen (pictured). 'Our confidence scores enable fast, evidence-backed decisions, giving businesses a scientifically grounded conversation with their customers on demand, in real time. We're not here to replace traditional research but to make it sharper, faster and more cost-efficient.'

Chief Research Officer Dr Nick Baker says the solution's 'real power' lies in helping users identify what they don't know, and using that to augment real-world research. He states: 'Synthetic data without emotional intelligence is just noise. Virtual Personas by Savanta is not a chatbot - it is a sophistiicated psychological simulation that preserves human complexity, modelling how consumers feel rather than simply what they say.'

Web site: www.savanta.com .