Zenzi Communications, a San Diego PR firm, has launched a proprietary values marketing research tool called ValueBase. Zenzi said ValueBase uses sentiment analysis, social listening and surveys to help brands uncover customers' motivations.
The results are helping brands fuel growth, loyalty and engagement through stronger connections with consumers, said Sarah Hardwick, Zenzi founder and CEO.
The agency said ValueBase was developed by Hardwick and two psychologists ó Dr. Ravi Iyer of USC and Graham Hill of San Francisco State University — after they surveyed 250,000 people. Among Zenzi's clients benefiting from ValueBase: technology firm Monk Development; medical device maker Nuvasive; software provider ChronoTrack; TRI Pointe Homes; and Softy Home, a hand-wipe product.