PersonaPanels creates computer models of consumer panels, using technology developed by machine learning partner Tanjo.  

The partnership with Nielsen will give PersonaPanels access to its retail and shopper data, allowing it to build computer models that mirror US consumer preferences and purchase patterns.

The company says its machine learning models of consumers allow users to test product and service concepts at a greater speed and at a lower cost than conventional research approaches.

Patrick Gorman, chief executive officer and founder of PersonaPanels, said: “Our Personas function quickly and without bias; behaving like human panels ideally should but never do."