Plain-English profiles of the synthetic respondents reactiphi runs against your creative — who they are, how they think, and why each one reacts differently. No model jargon.
A persona is one synthetic respondent — a single make-believe person who reads your headline, watches your script, or hears your pitch and reacts as that person would. Each test you launch runs against an audience of a few dozen to a few hundred of them.
They're not pulled from a database of real consumers and they don't represent any specific human. They're composed — assembled from a stratified sample of US adults so the audience you get has the demographic shape you asked for, with each individual person varied enough to react in their own voice rather than averaging into a mush.
Age, gender, income, region, occupation, education, household — the demographics you'd see on a panel intake form.
Big-Five personality (openness, conscientiousness, extraversion, agreeableness, neuroticism), so two same-age neighbors still react differently.
Schwartz values — security, achievement, hedonism, tradition, benevolence and the rest — paraphrased into a few things each person genuinely cares about.
A ~150-word first-person narrative that gives the persona a job, a household, a daily rhythm. This is what makes reactions feel like a human's, not a model's.
Hand-picked examples. Your actual audience is generated fresh per test.
Personality · Curious, warm, takes things personally
Cares about · Self-expression, fairness, the people on her block
I write product copy for a mid-size beauty brand and edit a zine on the side. My partner and I just bought a one-bedroom on the second floor of a brownstone in Bed-Stuy — half savings, half help from his parents, which I am still figuring out how I feel about.
Personality · Reliable, practical, slow to react
Cares about · Family security, doing right by his team, the long game
Two kids, eight and twelve. My wife teaches second grade. I cover the Carolinas for a building-supply distributor, which means I'm in a car four days a week and home for soccer on Saturday.
Personality · Generous, steady, quietly opinionated
Cares about · Her grandkids, her library, voting in every election
I taught fifth grade for thirty-one years. My husband passed in 2021 and our daughter's family moved in for a while, then out again, which is how it should be.
Personality · Restless, social, follows his curiosity
Cares about · New experiences, his friends, figuring out what comes next
I'm graduating in May with no firm plan, which my parents bring up regularly. I work part-time at the campus coffee shop and I'm in the field-research club.
reactiphi scores each persona's reaction along nine dimensions and aggregates them into a single 0–100 audience score per stimulus.
Each persona reads or watches what you sent and reacts in their own voice. That reaction gets scored along nine cognitive and emotional dimensions — Energy, Mood, Persuasion, Intent, Relevance, Persona fit, Social proof, Thoughtfulness, and Emotional fit — and rolled up into a single 0–100 audience score. Strong creative typically lands in the 60–80 range across an audience; 10/10 on every dimension is the theoretical ceiling, not the target.
We're working on letting agencies upload their own panels — so the audience reacting to your creative is one you've vouched for. A persona marketplace from partner researchers is planned alongside it. If either is the difference between you adopting reactiphi or not, tell us so we sequence it right.