The Power Persona™ Methodology

At the heart of our approach is the understanding that customer behavior is shaped by beliefs. Our proprietary Power Persona™ system combines qualitative nuance with machine-driven precision to move from insight to action, at scale.

1. Listen

We begin by gathering data about what customers in a given category, say, feel, and do across channels. This helps us surface the emotional and rational signals that reveal deeper belief systems.

2. Capture

We collect millions of response patterns across your audience—going beyond traditional segmentation to capture the full richness of customer motivation and decision styles.

3. Reveal Distinct Causal Patterns

Using advanced modeling, we decode the underlying belief structures and motivations that explain why certain customers behave the way they do. Since we identify the causal link, Power Personas™ don’t just describe—they predict.

4. Prioritize for Maximum Impact

In this phase, we connect belief-based personas to business value. Which personas are most aligned with your brand’s promise? How are they distributed across the category—and are you winning where it counts?

This step identifies the personas that represent your highest strategic upside and builds a roadmap to prioritize them for growth.

5. Activate at Scale

Finally, we apply our classification model to assign each prospect or customer to a persona in real-time—enabling targeted content, personalized journeys, and smarter media buys. The result? Precision without guesswork.

Our Methods & Tools

More than a toolkit—a belief-driven growth engine that connects what your brand stands for to how your best customers choose

Uncovering What Drives Demand

Our proprietary process to uncover the underlying
drivers of customer choice in a category

We identify the customers whose beliefs and motivations naturally align with your brand—those most likely to engage, purchase, and stay loyal

Benchmark, Prioritize & Model Growth Potential

A foundation to measure yourself against the category and
to refine your target prioritization

We uncover the ‘why’ behind customer choice and model the potential of acquiring new high-value customers with similar motivations.

Marketing & Experience Blueprints

The strategic building blocks of engagement for your highest value customers

We uncover the strategic levers to grow share among your most valuable customers.

Test & Learn

Accelerating Speed to Value with Agile Experimentation

We use a Design of Experiments approach to pinpoint the best combination of Power Persona, message and channel.

AI Agent

A real-time decision engine that integrates with your marketing and AdTech systems to enable relevance at scale and enhance customer engagement.

We provide you with an AI-driven decision engine that integrates your data to refine the link between beliefs and behaviors, generating adaptive marketing and experience strategies.