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.
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.
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.
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.
That’s the power of Pluralytics.
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Aletheia VP of Research Colleen Howell recently joined the WARC Podcast, “The Proven Power of Values-Driven Marketing,” alongside Amazon’s Head of Global Brand Planning, Chris Marchegiani. Together, they unpack new research showing how values-driven marketing delivers measurable performance lifts. If you care about why audiences choose—not just who they are—this episode is worth a listen.