Discover Linara: An Always-On Integrated Intelligence Platform

Linara™ is The Directions Group's AI-powered integrated intelligence platform that turns static market research into an always-on, conversational decision-support tool for insights, marketing, and leadership teams. Its first capability, Linara Personas, gives organizations conversational access to their own customer personas and lays the foundation for a broader suite of AI tools to come.

Organizations are operating in markets that are more volatile, cluttered, and competitive than ever, yet many still rely on static reports, point-in-time studies, and opinion-driven debates to make critical decisions. Linara is designed for this moment, helping teams move faster while staying grounded in real customer understanding as part of The Directions Group's broader integrated intelligence approach.

“Brands don’t always need more data. They need clearer answers, faster, and in the context of their business,” said Elizabeth (Beth) Finn, President & CEO of The Directions Group. “This platform gives our clients a way to have a real conversation with the intelligence they already own, so they can move from ‘what do we know?’ to ‘what should we do?’ with more confidence.”

What makes Linara different from other AI tools?

In a moment when everyone has an AI tool, most are still generic, trained only on public data and detached from the realities of a specific business and the fundamentals of data integrity. Linara takes a different path: it is built on each client's own proprietary research and insights, molded to reflect real-world customers, competitive context, and strategic questions specific to that business.

At The Directions Group, artificial intelligence is used to amplify human intelligence, and Linara reflects that philosophy. AI is always applied intentionally and with care, grounded in rigorous research and human expertise, so teams can move faster without sacrificing thoughtfulness, context, or integrity in their decisions.

What can teams do with Linara Personas?

Linara begins with Personas, a conversational interface that transforms segmentation from a static framework into an active, ongoing dialogue teams can access anytime. With Personas, clients can:

• Get instant, conversational answers about who each persona is, what drives them, and how they differ.
• Evaluate scenarios and “what if” questions for new propositions, concepts, and messaging angles.
• Explore segment-level implications for campaigns, portfolio decisions, and customer experience design.

“As we’ve tested Linara, we’ve seen how it can turn complex segmentation work into something instantly accessible for more people across the organization. That makes it much easier to keep the customer at the center of conversations about strategy, positioning, and innovation," said Alaina McCaffrey, Senior Manager, Marketing Research & Insights for United Airlines. “Another thing that has really stood out is how thoughtfully the team has incorporated our input. We really see our feedback brought into action, which is incredibly rewarding and makes us feel like true partners.”

Over time, The Directions Group will expand Linara with additional capabilities, including additional marketplace intelligence and the ability to connect insights across multiple research studies.

How is Linara being developed with clients?

Linara is being developed in close partnership with early client adopters. Organizations that come on board in the initial phases get immediate value from Linara Personas at launch, input into the Linara innovation roadmap, and opportunities to participate in beta testing as new capabilities are released.

“I’ve been working with The Directions Group team to pilot Linara and have seen first-hand how it helps sharpen messaging to specific segments,” said Shane Harrison, Senior Strategy Analyst at Compeer Financial. “It’s also a powerful strategic tool helping us to think differently about when, how, and where to invest our resources, and the conversations around new products and service ideas have been especially insightful. We don’t have anything else like this.”

How can I learn more or request a demo?

For more information about Linara and to request a product demo, visit www.directionsgroup.com/linara.