Ipsos Launches PersonaBot to Aid Segmentation Studies

Ipsos has launched PersonaBot, an AI-powered tool that allows organisations to 'converse' with personas representing their target segments. PersonaBot is powered by Ipsos Facto, the Group's gen AI platform and can be used both for consumer and healthcare research.

The solution was designed to enhance segmentation studies, and allows users to interact with the personas identified in their segmentation study as if they were real people. Questions can be asked about everything from attitudes and behaviour to communication needs and preferences; and multiple personas can also be questioned simultaneously, as in a focus group.

Ipsos says segmentation studies can comprise 'a significant chunk of market research spend' but many companies 'find it challenging to realise their full potential' and maximise their ROI. PersonaBot widens internal access to the segmentation, expanding its uses and applications, increasing stakeholders' engagement levels and allowing for deeper insight.

The firm says Healthcare PersonaBot was developed in accordance with healthcare regulatory requirements, while its consumer counterpart 'can be leveraged by virtually any manufacturer or service provider'.

Ipsos' Global Head of Service Lines Christophe Cambournac comments: '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'.

Web site: www.ipsos.com .