The tool, Fresco Live, is based on CACI’s 12 Fresco segments of the UK market, used by financial services and retail companies.

Verve’s Vero platform has made the data available as a live simulation with modes that: ‘bring segments to life’ with empathy, narrative and ‘emotional insight’; improve personas with regular cultural updates; and recall and summarise facts from across the dataset.

Additionally, a new qual-quant research capability generates insights into segments, sub-segments and micro-segments.

The partnership follows a six-month proof of concept of simulations across four Fresco segments, which allowed the CACI team to test scenarios.

Daniel Parr, senior vice-president of consumer and market intelligence, CACI, said the interactive personas would offer “data and insight based in deep understanding of people and behaviours” and help clients to “make sharper faster decisions across every customer touchpoint”. 

Andrew Cooper, chief executive and founder at Verve, said: “Fresco Live will give clients a powerful new way to build relationships and act in real time.”