Case Study: Philips accelerates consumer-centric innovation with Market Logic DeepSights Personas

Philips trains 300 colleagues and logs 8,500 messages with Market Logic personas

Philips Personal Health faced the challenge of activating its extensive proprietary consumer research across its global teams and throughout its innovation process. This rich knowledge was difficult to apply consistently at the moment of key marketing and product decisions. To address this, Philips partnered with vendor Market Logic Software to utilize its DeepSights Personas solution.

The solution involved co-creating synthesized personas grounded entirely in Philips' own research, segmentation studies, and marketing frameworks. These AI-powered personas allowed teams to interactively gain consumer feedback on concepts, claims, and packaging. The results were significant, with persona-optimized oral care claims performing better in subsequent real consumer testing. Following a successful rollout, the tool achieved widespread adoption with hundreds of active users, enabling faster, more consumer-centric innovation.

Philips