Values are the core psychological drivers that influence how people think, feel, and behave. Values fuel decisions. Decisions drive behavior. When you know what truly motivates your customers, your marketing becomes more precise, more powerful, and more profitable.
Aletheia’s behavioral science expertise helps our clients:
- Predict Consumer Decision-Making
- Forge Deeper Connections to Audiences
- Inform Strategic Marketing, Media, & Creative
- Enhance Media and Messaging Performance
What are “Values Signals” and how they can help drive results?
Our performance models are built on stable-over-time national consumer insights and millions of data inputs from content. Based on years of development, we have uncovered that Values Signals are present in content.
When we say “values,” we are not referring to moral values but to motivations. Think about the words and imagery that are chosen within a message. There are multiple ways to express that same idea. Depending on HOW a message conveys an idea, it impacts WHO that content will appeal to.
For example, what about a benefit such “affordable” or “budget-friendly”, or “inexpensive?” Each of these has a different profile of appeal to different target audiences. Our models predict and help optimize so marketers drive superior results based on regularly evaluating content and its alignment with key goals. Our system knows how to find and measure the mix and levels of motivations, tones and stylistic factors in any piece of content or in millions of messages and then measure the proximity to target audiences, brand, and/or optimal performance patterns.
Said simply:
- Our AI analyzes language and imagery to uncover what is more likely to perform and why.
- Evaluates potential messaging and audience alignment to nearly any target group (demo, psychographic, behavioral), brand voice or custom persona, including our ValuesTypes™. personas.
- Measures key brand tones, sentiment, complexity and formality.
- Helps you target and speak better to target group(s) or combined audiences.
- Know what works where and why and replicate performance patterns.
