Custom Persona Research
Persona Insights Monitoring
Persona Insights Monitoring uses machine learning bots known as Personas to keep an eye on your targeted respondent groups and population segments so that you can spot changing customer preference and evolving purchase trends.
Our service begins when we meet with you to determine the types of respondents or population segments you are interested in monitoring. In many cases, we will already have Personas representing your target market and will be able to make these available for your immediate use. In other cases, your research needs will be better served through the creation of customized Personas that will be proprietary to your company. These Personas can be programmed to represent any respondent segment — from “average” insurance customers to high volume corporate buyers — depending on your research goals. Personas can be created from a variety of sources, including your existing research data, your existing segmentation descriptions, existing data from other relevant sources, or, because we are a full-service research firm, we can conduct studies for you and then turn that data into Personas.
Once Personas are created, they are sent out to the Internet where they autonomously select material to read that corresponds with their designated traits and preferences. Because Personas are machine learning agents, they are influenced by the material they encounter in much the same way that traditional respondents are influenced by the world around them. This ability allows Personas to evolve over time, ensuring that they always are “up-to-date” — reflecting the changing needs and tastes of your customers.
With Persona Insights Monitoring, you will have an opportunity to see what your Personas are viewing and how they are responding to it. You will be able to see:
- Topics that Personas are reviewing that are trending upward/downward;
- Keywords on which Personas are focused;
- Interest levels associated with topics being read;
- The full text of articles your Personas have found particularly interesting.
You can monitor this information as often as you like, according to time frames that meet your needs (24 hours, 1 week, 30 days, life of the Persona). Your in-house team can analyze this information for you or PersonaPanels can provide you with analytical results on a weekly, monthly, or quarterly basis.
Persona Messaging combines Persona Insights Monitoring with an ability to test your research messages using automated bots known as Personas.
Once your Personas have been created (as described in Persona Insights Monitoring, above), they are sent out to the Internet where they autonomously select material to read based on their programmed preferences and characteristics. Because Persons are machine learning agents, material they access and find interesting becomes integrated into their personalities, influencing both their future reading choices and their responses to your research messages. This ensures that your research results are always reflective of current market trends and changing customer preferences.
Personas have many advantages over traditional respondents when it comes to your message testing:
- There are no limitations on the number of messages you can test since Personas do not fatigue;
- Personas are not influenced by the messages you have already presented to them, so they are able to react to your first message and your 100th message with the same level of concentration and objectivity;
- You can afford to continually test your messages and tweak them as necessary since Personas do not require incentives;
- Personas are available any time of the day or night, accommodating your schedule and allowing you to meet your research deadlines.
These advantages translate into quicker results that use less of your budget, allowing for better decisions that can be implemented faster.
PersonaPanels has elevated segmentation research to an innovative new level through machine learning bots known as Personas. These Personas can be created using data from thousands of households, ensuring that they truly reflect the opinions of your targeted market segments. Never again will you need to rely on segments that were created from small groupings of individual people who may or may not accurately reflect the wider views of your target market. When you use Persona Segmentation, you can be sure that you are hearing from your whole segment population.
With Persona Segmentation, segmentation data:
- Is always up-to-date so your decisions will never need to depend on aging data;
- Approaches a census, rather than relying on the smaller sample sizes of traditional research;
- Is competitively priced;
- Is able to be reviewed and analyzed at any time, day or night.
These advantages allow for greater confidence in understanding and predicting shifting customer behavior, resulting in better decision-making that can positively impact your auto sales.
Persona Idea Generation
Persona Idea Generation allows you to test all of the ideas in your pipeline quickly and affordably using machine learning bots known as Personas. Personas are designed to have content consumption interests that match targeted market segments. For most of your research projects, you will likely want your Personas designed to represent your current or desired customer base, but if you have ideas that you would like to present to segments with specialized knowledge in the insurance industry, your Personas can be designed to mirror the knowledge and preferences of this group too.
Once your Personas have been created, they are sent out to the Internet where they autonomously choose material that is appropriate to their programmed characteristics. At this point, they are ready to review and evaluate your ideas.
The advantages of testing your ideas with Persona Idea Generation are:
- You can test a nearly unlimited number of ideas since Personas do not fatigue. This means that good ideas which may not have made it out of your pipeline in the past can now see the light of day;
- You can test your ideas quickly and affordably since Personas respond in seconds and do not require incentives;
- You can tweak and retest your ideas as often as you like since Personas are never biased by your previous research;
- You will maximize your privacy since Personas will never “leak” your ideas.
These advantages translate into quicker results using less of your budget than in the past, allowing for better decisions that can be implemented faster.
Persona Panel Development
Just as in the traditional research world, panels are a vital part of PersonaPanels, with one notable difference: our panels give you the competitive advantage of machine learning bots known as Personas.
With Persona Panel Development, we can offer you two different ways to use Personas in your panel research. First, we can conduct a one-off research project for you that has a defined objective (for example, a project utilizing segmentation, messaging, discrete choice, etc.). Second, you can have us conduct multiple research projects for you utilizing one or more panel of Personas that have been created to meet your ongoing research objectives (for instance, panels of “average” consumers, panels of your current customers, panels of your desired customers, panels with insurance expertise, etc.). And since our Personas are machine learning agents that are continuously evolving along with social and market trends, you can be assured that your Persona panels will be as reflective of your target respondents a year from now as they are today.
There are groundbreaking advantages to using Persona Panel Development for your research needs:
- Persona research allows for up-to-the-minute results and an opportunity to investigate those results as often as you like so you need never again rely on static, moment-in-time data;
- Personas can be developed from data representing thousands of households, ensuring that each Persona on your panel fully reflects the segment it represents;
- Personas do not fatigue and therefore can be exposed to large numbers of research messages or ideas, so instead of trying to figure out what should be included in your research, you can test as many messages and ideas as you want;
- Because Personas allow you to have access to data as often as you like, you will have continuous opportunities to detect new trends and changing tastes among your target market;
- Using Personas for your research needs allows you to maximize privacy since sensitive topics are not being reviewed by humans;
- Persona research allows you to go “back in time” to understand how prior events (e.g. natural disasters, financial markets) impacted the reactions of your panel participants. This means that you always are able to conduct research surrounding important events.
PersonaPanels lives in a world where discrete choice/conjoint data is always up-to-date and can be analyzed at any time, allowing for greater confidence in understanding shifting behavior and predicting future behavior, resulting in optimal decision-making.
Persona Choice begins by creating machine learning bots known as Personas. Personas can be created from your existing discrete choice/conjoint data or we can develop a discrete choice/conjoint study for you and convert that data into Personas.
Doing discrete choice/conjoint studies through Persona Choice has the following strong advantages:
- Because Personas do not fatigue, the number of products, variables of products, and the levels of those variables can be as large as desired to properly address your research objectives. This means that you will never again need to make over-early choices about how many products to show, how many variables to showcase, and how many levels of variables to feature in your discrete choice/conjoint studies;
- Personas can be created from data representing thousands of respondents so you need never again rely on small sample sizes that may not be adequately representative of your customers;
- Discrete choice/conjoint studies using Personas feature data that is always available and up-to-date, allowing analyses to happen as often as you like, ensuring that your data never becomes outdated. With up-to-date data, you are able to make better decisions that can positively impact your brand and its sales.
PersonaPanels is a full service firm capable of handling all your research needs, whether you prefer research conducted with traditional respondents or are interested in the ground breaking advantages possible with our animated Personas. Contact us and let us show you how we can satisfy your research needs.