Ipsos, one of the largest market research and survey companies worldwide, employing nearly 20,000 people and operating in 90 markets, has announced the launch of a tool that facilitates brands' conversations with the characters representing their target segments.
PersonaBot, as the solution is called, has been designed to increase the utility and value of segmentation studies and operates with Ipsos Facto, Ipsos' generative AI platform. It has been developed for both consumers and the healthcare sector. This latest version is known as Healthcare PersonaBot and has been created specifically to support the activation of healthcare segmentations, developed according to healthcare regulatory requirements.
How It Works
This tool uses AI to allow all stakeholders within organizations to interact with the characters identified in their segmentation study as if they were real people.
PersonaBot users can ask these 'avatars' questions on any topic, from attitudes and behaviors to communication needs and preferences regarding messages and channels, all through a secure portal. Questions can be posed either individually or collectively, as in a focus group.
"The launch of Ipsos PersonaBot is another step in leveraging the power of AI to help our clients make faster and smarter marketing decisions. We are proud to be at the forefront of AI in the market research sector and to offer a new dimension of insight and a higher return on investment for our clients," commented Christophe Cambournac, Global Service Lines Director at Ipsos, in a press release.
Ipsos also notes that while segmentation studies have the potential to support a wide range of marketing activities, many companies find it challenging to fully realize this potential. Therefore, Ipsos PersonaBot aims to address this challenge by expanding internal access to segmentation, broadening its uses and applications, increasing stakeholder engagement levels, and providing deeper insights.