Spark AI Personas™

Evidence-grounded consumer decision systems built to accelerate thinking — not replace research.

Spark AI Personas™ combine research provenance, behavioural consistency and cultural + category context to explore how different consumers may interpret, challenge, accept or reject an idea.

Research Provenance

Behavioural Consistency

Cultural & Category Context

Grounded in credible research evidence, with a clear lineage from evidence to behavioural architecture — rather than generic AI role-play.

A common decision architecture creates consistent behavioural logic across personas, markets and simulation sessions.

Responses are modulated for culture, current consumer state and category — because the same idea can mean very different things to different consumers.

Spark AI Personas™ is expanding to 15+ markets by October 2026.

A common behavioural architecture allows us to explore consumers consistently across markets — while preserving the cultural, attitudinal and behavioural differences that make each market distinct.

Same global methodology. Different local humans.

DECISION GENOME™

R.E.A.C.T.™

The core behavioural architecture behind every Spark AI Persona™ — creating a consistent foundation across markets while allowing local consumer differences to emerge.

A structured diagnostic engine examining Relevance, Evidence, Alignment, Cost/Compromise and Trigger — turning persona reaction into actionable intelligence.

Concept Test

Communication Test

Innovation Reaction

Which ideas resonate — and what creates resistance?

Which claims and language land with whom?

How do different decision systems respond to new formats, ingredients and category disruptions?

Brand / Proposition Reaction

Persona Panel

Does the brand have permission to stretch?

Where do consumer coalitions form — and where are the fault lines?