Spark AI Personas™

Not AI pretending to be people.
Research transformed into persistent consumer decision systems.

01 · BUILT FROM RESEARCH

02 · DECISION GENOME™

Personas originate in market-specific consumer segmentation and evidence — not demographic prompts or invented characters.

Each persona has a persistent behavioural architecture of motivations, needs, tensions and decision patterns, creating consistency across simulations.

03 CONTEXT CHANGES THE RESPONSE

04 · R.E.A.C.T.™ DIAGNOSTICS

Culture, category and current consumer state shape how each persona responds. The same proposition can mean very different things to different consumers — and in different markets.

Relevance, Evidence, Alignment, Cost/Compromise and Trigger diagnose why a proposition works, where resistance occurs and what could improve it.

The result isn't a chatbot with a backstory. It's a research-grounded system for exploring consumer response.

Spark AI Personas™ is expanding to 17+ 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?