Dive into a world where your segments aren't just data points, but dynamic personas you can interact with. Trial Avery, our demo AI persona and imagine how your segments can truly come alive.
Over the past 13 years, I've worked on numerous segmentation studies for major brands. The most difficult part? Getting people to use them! The real task for any segmentation is successfully embedding these insights within an organization. But how do you make a slide deck full of numbers resonate? So we made shiny PDFs, pretty illustrations and even animated segment videos but even these can end up tucked away on a portal. I've even witnessed companies crafting themed meeting rooms, pens, or notebooks in an effort to keep their segments top of mind throughout the business.
But here's my frustration: these efforts, though commendable, still fall short. Why? Because segmentations are intricate, complex tools. The team immersed in the research and creation of the segmentation isn't the same one developing products or crafting marketing materials. For many stakeholders, a slide presentation on 'segments' is overwhelming, confusing and dry.
In 2013 I was leading the ‘creative reporting’ team at a market research agency tasked with helping to elevate the company’s research deliverables. My mission today, a decade later, is much the same as it was back then. Make research useful. Make it visual. Make it engaging. Make it count.
Segmentation often feels distant and abstract. It's data on a page, numbers in a report. But what if you could have a conversation with your segments? What if they could answer your questions, share their preferences, and give feedback in real-time?
Untold has made this possible by leveraging AI. We've trained a model using our own extensive primary research data to showcase what it can do. Today we bring you Avery (demo), a 23 year old representative of Gen Z that prioritizes sustainability in her life. Avery's knowledge is built on comprehensive Gen Z surveys from both the UK and US, capturing the insights of over 1,000 Gen Z consumers.
But Avery is more than just a chatbot. Think of her as a direct line to your segment. She's here to make your data tangible, to help you understand and engage with your audience in a way that's never been done before. With Avery, you're not just looking at insights; you're interacting with them. This is segmentation for the modern age, simple yet smart, and it's set to change the way you see your customers.
Here are a few real-world scenarios where Avery demonstrates her value, offering insights and answers that bridge the gap between data and decision-making. In a way that’s just plain fun!
Being able to have a conversation with your data can really make it come alive in a way that's relatable and intuitive. With Avery, you're not just observing statistics; you're engaging in a dialogue. As you can see below, this approach can be really powerful as it transforms cold data into warm, personalized insights, taking you far beyond the traditional data presentation.
We set Avery a challenge: to assist us with some marketing ideation. We presented her with a hypothetical campaign idea, seeking her feedback, and probed into her purchasing barriers (see below).
The beauty of Avery lies not just in her ability to process and present data, but in her unique capability to personify it, making it relatable and actionable. This immersive interaction offers a refreshing departure from the confines of our offices, plunging us directly into the minds of our segments. Of course Avery's insights don't replace in-depth research with your actual customers. However, they do offer an immediate, vivid way to animate your segments in a manner previously unattainable.
Imagine a brainstorming session where your segment persona actively participates, offering insights and sparking your creativity. With Avery, this vision becomes a reality. Integrate her into your workshops, innovation sprints, and team discussions. Her responses, grounded in real data, can ignite conversations, stimulate design thinking, and guide product development. Whether you're seeking feedback on a new concept or exploring potential market niches, Avery's presence transforms these sessions into dynamic, data-driven dialogues.
Engage with Avery by clicking here:
Here's a look into the steps we took to bring Avery to life:
Data collection: We collated a range of Untold’s primary research data (both qualitative and quantitative) on Gen Z, encompassing content preferences, attitudes and sustainable shopping habits.
Persona building: We set to work creating a persona for Avery, complete with a personality, daily routine, tone of voice, and AI-generated avatar.
AI training: We programmed the AI engine to hone Avery's focus and tasks.
Testing: We went through rigorous testing and posed diverse questions to Avery, ensuring balanced and personable responses that reference the provided datasets.
Continuous refinement: We can continue to update Avery with the latest Gen Z insights.
If you’re interested in working with us, please reach out below or schedule a free consultation about how we can tailor the perfect segment tools for your business.
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