The research industry is undergoing a fundamental shift as artificial intelligence begins to
reshape how organizations understand consumers. Traditional methods such as surveys and focus
groups remain essential, but they often require time, budget, and planning that do not align with
the pace of modern decision-making. In response, companies are exploring new ways to generate
insights faster while maintaining methodological rigour.
In this context, Leger has partnered with Plus Company to introduce Smart Persona, an AI-
powered solution designed to deliver real-time consumer insights through interactive, data-
driven personas. The platform represents a notable evolution in how research can be conducted,
particularly for retailers and marketers navigating increasingly dynamic environments.
Bridging Speed and Research Rigor
Smart Persona enables users to engage in real-time conversations with synthetic personas built
from Leger’s segmentation data and a broad set of validated data sources. Rather than relying on
static personas presented in reports, the platform transforms audience profiles into interactive
tools that can be queried on demand.
“Integrating Smart Persona enhances our offering while remaining true to our approach and
methodological rigour,” said Sarah Mottet, Vice-President, Transformation and AI at Leger.
“This innovation is a natural extension of our research work and enables our clients to fully
maximize the value of their studies.”
The solution is designed to address a growing challenge within the industry. As decision cycles
shorten, organizations often need directional insights within hours rather than weeks. Smart
Persona allows users to test ideas, validate assumptions, and explore consumer reactions in near
real time, supporting faster and more informed decision-making.
At the same time, Leger emphasizes that the tool is intended to complement, not replace,
traditional research methodologies. High-stakes decisions still require validation through
established approaches such as surveys or focus groups, ensuring that speed does not come at the
expense of accuracy.
Turning Data into Conversations
A defining feature of Smart Persona is its conversational interface. Users can ask questions, test
creative concepts, or evaluate product ideas by interacting directly with personas that reflect
specific audience segments.
According to materials provided by the company, the platform is built on a synthetic population
model enriched by more than 25 data sources, including demographic, behavioral, and
transactional inputs. Each persona can incorporate thousands of attributes, allowing for nuanced
and contextually relevant responses.
This approach enables teams to move beyond surface-level insights. Instead of receiving a single
data point, users gain access to explanations and underlying motivations, offering a more
complete understanding of consumer behaviour.
The system is also designed to mitigate common concerns associated with generative AI. By
grounding responses in structured data through a retrieval-augmented architecture, Smart
Persona aims to limit hallucinations and improve consistency.
Applications Across Retail and Marketing
The implications for retailers are significant. In practical terms, Smart Persona can be used to test
marketing campaigns, evaluate product concepts, and refine in-store experiences before
committing resources.
For example, marketing teams can assess different creative executions for digital advertising and
receive immediate feedback on which approach is more likely to resonate with a target audience.
Similarly, merchandising teams can explore consumer reactions to new product ideas, helping to
prioritize concepts before formal testing.
The platform can also support broader strategic decisions. By simulating how different customer
segments might respond to pricing changes, brand repositioning, or promotional strategies,
organizations can identify potential risks and opportunities earlier in the process.
This ability to generate directional insights quickly is particularly valuable in retail, where timing
can directly impact performance and competitive positioning.
A Collaborative Approach to Innovation
The development of Smart Persona reflects a broader trend toward integrating artificial
intelligence into established research practices. Plus Company brings technological expertise in
AI and data modelling, while Leger contributes decades of experience in market research and
analytics.
“Our objective is to integrate artificial intelligence in a practical, meaningful and complementary
way,” said Jean-Marc Leger, President and Founder of Leger. “By combining our
complementary expertise, we are pushing the boundaries of research and delivering augmented
intelligence to our clients.”
The concept of “augmented intelligence” underscores the positioning of Smart Persona as a tool
that enhances human decision-making rather than replacing it. By making research more
accessible and interactive, the platform aims to democratize insights across organizations,
allowing more teams to incorporate consumer perspectives into their daily work.
The Future of Consumer Insight
As the research landscape continues to evolve, tools like Smart Persona highlight the potential
for AI to bridge the gap between speed and rigor. The ability to interact with data in real time
introduces new possibilities for how insights are generated, shared, and applied.
For retailers and brands operating in competitive markets, this shift could have meaningful
implications. Faster access to consumer feedback enables more agile decision-making, while
data-driven validation helps reduce uncertainty.
Smart Persona represents an early example of how artificial intelligence can be integrated into
research workflows in a way that aligns with industry standards. As adoption grows, it may also
signal a broader transformation in how organizations approach consumer insight in the years
ahead.
For more information on Smart Persona, visit: leger360.com/smart-persona-powered-by-leger
