Colleen Howell
VP of Research at Aletheia Marketing and Media, leading values-based audience segmentation research and translating findings into creative and media recommendations.
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Jan 27, 2026 • 36min
The proven power of values-driven marketing
Chris Marchegiani, Amazon XCM brand planning lead, shapes customer-centered storytelling. Colleen Howell, VP of Research at Aletheia, specializes in values-based audience segmentation. They discuss how values-driven marketing is defined, Aletheia’s six value types, study design and key findings, how Amazon uncovers motivations, storytelling best practices, and practical ways to target values in media planning.
