What Is a Persona?

A Persona is a machine learning bot trained to have content consumption interests that match a person or group of people. Machine learning is a subset of artificial intelligence that gives computers the ability to learn without being explicitly programmed.

Personas learn by going to the web and autonomously finding content that interests them, based on the personality traits and consumption patterns that you, in consultation with us, have identified as important to your research. Because Personas are capable of machine learning, they – just like the people they represent – are affected by what they read. In this way, Personas’ tastes and preferences are impacted by the world they encounter. This ability allows you to identify market trends by monitoring the material your Personas are finding interesting. It also ensures that once you begin posing your research questions to them, your Personas’ responses will always be “current,” allowing you to see if reactions to your ideas are changing, or staying consistent, over time.

Personas let you test as many ideas as you like as often as you like because they never get tired or distracted and are available any time of the day or night. Personas provide you with high confidence in your research results because they never say one thing and do another in an attempt to “please the questioner.” Personas help you stretch your research budget by responding quickly and repeatedly without expensive incentive payments. Personas allow your sample to approach a census, unlike the smaller sample sizes typically used in research that may not be representative of your target audience.  And Personas let you “reset” your research to any point in time so you can see how events – such as a new product launch or a recall – impact perceptions of your brand or your company’s image.

If you would like to learn more about how Personas can improve your research results, contact us.