The workplace, called Toluna Bina, allows users to interview synthetic personas that mirror real consumer targets, compare with competitors, and build custom qualitative and quantitative surveys through conversational workflows.

Toluna Bina runs on an agentic system that builds audiences based on Toluna’s own first-party data, with the tool to be made widely available from mid-October. 

Toluna has also created Dynamic Awareness, a tool that allows the synthetic personas to take on new real-world information filtered by their profiles, with the intention of replicating how consumers interact with the world around them.

Frederic-Charles Petit, founder and chief executive at Toluna, said the release of Toluna Bina built on Toluna’s founding ideas of democratising research, adding that “the insights industry is being rebuilt around AI”.