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Case Studies

Fortune 500 Insurance Company

Personas Language Intelligence, Benchmarking & Optimization

Challenge

Fortune 500 Insurance Company Customer Insights group and Content Strategy groupneeds deeper insight on how values factor into key personas to ensure that messaging consistently connects with target customers by product line.

Execution

Ingested and analyzed focus group transcripts and internal positioning documents by product line.

Developed & delivered customer survey and discussion tool to ascertain values language patterns by persona.

Results

Three distinct persona values languages identified.

ValuesVoice™ Benchmarks set by persona to score content and messaging against before release to determine proximity to ideal values language target and access to optimization for values as needed.

Broad array of content evaluated and optimized to increase performance.

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