Case Study: How Market Logic Helped Philips Accelerates Consumer-Centric Innovation With Synthesized Personas
By Market Logic
- case study
- AI Personas
- Healthcare Research
- Audience/Consumer Segmentation
- Insight Activation
- Insight Transformation
- Qualitative Research
- Trend Reports
- Artificial Intelligence
- Synthetic Data
Philips Personal Health operated across multiple categories, markets, generations, and consumer segments. It had also built a substantial body of proprietary research, including segmentation studies, quantitative data, trend reports, and consumer interviews. The challenge was not a lack of knowledge, but making it accessible at the moment of decision. Research was stored in long reports and presentations. Colleagues had to find the right study, interpret it, and apply it to a live business context. Inconsistent use across teams and countries also made it harder to keep the consumer at the centre of decisions.
Working with Market Logic, Philips co-created DeepSights Personas. Philips called these “synthesized personas” because they were based on the company’s own proprietary research rather than generic public data. The personas drew on quantitative segmentation studies, internal marketing definitions, consumer interview transcripts, qualitative research, and trend reports. They were also continuously enriched as new research became available. Users could select personas by category, country, generation, or segment. They could compare multiple personas, upload creative materials such as images, packaging, and video, and export discussions. Philips accessed the capability through an API integrated into its internal consumer insights and innovation tool.
The rollout began with one category-and-country combination before expanding to all four Personal Health categories by March 2026. Around 600 people across marketing, innovation, business units, and regions were trained in the AI-enabled way of working. Persona-refined oral care claims outperformed unrefined versions in subsequent primary research. The personas also enabled earlier feedback on male grooming packaging before consumer testing.
“The ones that were optimized actually got better results than the ones that weren’t,” — Andrea Gonçalves da Silva, Senior People & Trends Insights Manager, Philips.
