To allow organisations to ‘converse’ with personas representing their target segments, Ipsos, a global market research company, has launched Ipsos PersonaBot- an AI-powered tool which is developed as both- a consumer solution and a solution for the healthcare sector.
The same is powered by the group’s generative AI Platform- Ipsos Facto and is designed with the ambition to augment the utility and value of segmentation studies.
That being said, Ipsos PersonaBot uses AI to enable stakeholders across the organisation to interact with the personas identified in their segmentation study as if they were real people, be it individually or together in the style of a focus group.
These interactions with the stakeholders can be done via a secure portal where questions can be raised on everything- from attitudes and behaviours, communication needs, preferences regarding messages and channels, etc. to probe further for deeper insights.
The company also highlighted that while segmentation studies have the potential to support an array of marketing activities, often comprising a significant chunk of market research spend, many companies do find it challenging to realise their full potential and hence, maximize the return on investment.
As per Ipsos, what PersonaBot does is address this challenge by widening internal access to the segmentation, expanding its uses and applications, increasing stakeholders’ engagement levels and, ultimately, augmenting the depth of insight delivered.
Furthermore, the company also clarified that while the consumer version of PersonaBot can be leveraged virtually by any manufacturer or service provider, the Healthcare PersonaBot has been developed specifically to support the activation of healthcare segmentations and in accordance with healthcare regulatory requirements.
Commenting on the launch of PersonaBot, Christophe Cambournac, Global Head of Service Lines, Ipsos, said, “The launch of Ipsos PersonaBot is a further step in leveraging the power of AI to help our clients make faster and smarter marketing decisions. We are proud to be ahead of the game in terms of AI in the market research industry, and to be able to provide a new dimension of insights and increased ROI for our clients.”
