A Data-Driven Approach to Wedding Venue Selection (Part 2 of Creating a Product Vision)
Introduction: From Research Gaps to Actionable Insights
In Part 1 of this series, we laid the foundation for defining a problem statement in a product vision presentation. We explored how to:
Conduct a PESTLE analysis to understand external market forces.
Map stakeholders to identify key influencers in decision-making.
Design and distribute surveys to capture customer insights.
Extract survey data to pinpoint gaps requiring further research.
One of the biggest takeaways from Part 1 was that while quantitative survey data reveals patterns, it doesn’t fully explain why customers behave the way they do. To bridge this gap, we need qualitative research—structured conversations that uncover emotional drivers, decision-making nuances, and unmet expectations.
That’s where Part 2 comes in.
In this continuation, we’ll focus on conducting AI-powered qualitative research to gain a deeper understanding of brides-to-be. Specifically, we’ll explore:
How to build a qualitative research framework to uncover deep customer insights.
How to create an Ideal Customer Profile (ICP) to select the right research participants.
How AI-powered interviews can extract rich, emotional, and behavioral insights that traditional surveys miss.
To achieve this, we’ll introduce an AI research tool called Strella, which helps automate and analyze qualitative interviews. By integrating AI into the research process, we can move beyond surface-level feedback and gain a truly data-driven understanding of what matters most to brides-to-be when selecting a wedding venue.
Creating a Research Guide on Strella: Purpose & Step-by-Step Process
The Importance of a Research Guide in AI-Powered Research
A research guide serves as the blueprint for qualitative interviews, ensuring structure while allowing flexibility. It plays a critical role in maintaining the integrity of research while optimizing AI’s ability to refine and adapt questions based on participant responses.
Key Benefits of a Research Guide:
Ensures Consistency: A standardized framework allows for structured yet adaptable interviews.
Enhances AI Adaptation: Strella refines questions in real time based on participant feedback.
Optimizes Data Analysis: AI categorizes responses into themes, streamlining the synthesis of findings.
Priya Krishnan, COO of Strella.io, highlights the significance of AI-powered research:
"We wanted to create a tool that not only saves time but ensures researchers focus on what really matters—understanding their customers deeply. Strella takes care of the heavy lifting so teams can act on insights faster."
Step-by-Step Process for Creating a Research Guide?
Step 1: Define Research Objectives
The research guide starts with a clear articulation of the study’s objectives. Without well-defined goals, interviews may generate fragmented insights that do not align with product development needs.
How to Define Research Objectives:
Identify the key challenges faced by the target audience.
Align research goals with business outcomes (e.g., improving booking conversions, reducing customer drop-off rates).
Determine the core themes the study will explore.
Example: For a study focused on wedding venue selection, the objectives might include:
Understanding Pricing Transparency: What pricing structures build trust with brides-to-be?
Examining Digital Trust: What online signals influence venue credibility?
Exploring Booking Barriers: What factors contribute to decision fatigue?
Step 2: Establish Research Methodology
A research guide outlines how data will be collected, ensuring methodological rigor.
Key Methodological Considerations:
Interview Format: Will interviews be one-on-one, group discussions, or AI-moderated sessions?
Participant Criteria: Who qualifies for the study based on the Ideal Customer Profile (ICP)?
AI vs. Human Moderation: What role will Strella’s AI play in conducting and adjusting interviews?
Step 3: Define Data Collection & Analysis Process
The research guide should specify how insights will be captured and synthesized for meaningful analysis.
Structuring Data Collection:
Real-Time AI Adaptation: AI dynamically adjusts questions based on responses.
Thematic Categorization: AI groups responses into predefined research themes.
Shareable Video Content: AI instantly creates insight based video clips, called highlight reels (HLR) showcasing user frustrations, unexpected interactions, or validation of design hypotheses that can be shared with colleagues and stakeholders.
Sentiment Analysis: AI measures positive, neutral, or negative sentiments in participant feedback.
Example: If a participant expresses frustration with a venue’s lack of pricing transparency, Strella’s AI can:
Flag pricing transparency as a recurring theme.
Adjust follow-up questions to explore specific pricing concerns.
Categorize responses to show patterns across multiple participants.
Step 4: Develop Interview Guidelines & Research Ethics
To ensure ethical and unbiased data collection, the research guide must include:
Confidentiality Standards: Guidelines for participant data protection.
Question Adaptation Protocols: Ensuring AI adjustments do not lead participants toward biased conclusions.
Bias Elimination: Strategies to prevent leading questions or skewed analysis.
Step 5: Upload and Activate the Research Guide on Strella.io
Once the research framework is established, it can be uploaded into Strella.io for AI optimization.
How to Upload the Research Guide:
Navigate to Research Guide → Create New Guide.
Enter Research Objectives & Methodology.
Define Participant Selection Criteria.
Enable AI-Based Adaptation for Interviews.
Once activated, Strella.io ensures that research sessions:
Follow the structured framework.
Adjust dynamically to uncover deeper insights.
Organize data into actionable themes for analysis.
Creating a Question Guide in Strella.io: Structure, Value, and Process
The Purpose of a Question Guide
A question guide is a structured set of interview questions designed to extract meaningful insights from research participants. It serves as a practical tool for conducting qualitative research, ensuring that each question aligns with the study’s objectives while allowing for AI-driven adaptations during interviews.
While a research guide outlines the overall research framework—including objectives, methodology, and data analysis—a question guide focuses specifically on the questions asked during interviews and their sequencing.
Key Differences Between a Research Guide and a Question Guide
A table showcasing the differences between a research guide and a question guide.
Why a Strong Question Guide is Essential
A well-structured question guide ensures that qualitative research:
Extracts actionable insights by prompting thoughtful responses.
Avoids bias by using neutral, open-ended language.
Maintains consistency across all interviews for reliable data.
Enhances AI adaptability, allowing Strella to adjust questions dynamically.
According to
Priya Krishnan
, COO of Strella.io:"The question guide is critical because it provides structure while allowing flexibility for deeper exploration. With Strella’s adaptive AI, we can take this structure and turn it into meaningful conversations that uncover what really matters."
Step-by-Step Guide to Creating a Question Guide
Step 1: Define Core Themes for Your Questions
Before drafting questions, identify the key themes that align with the research objectives.
Example Themes for Wedding Venue Research:
Venue Discovery: How brides initially search for venues.
Content Engagement: What types of visual content impact decision-making.
Pricing Transparency: How cost information influences trust and bookings.
Technology & Automation: Preferences for AI-based recommendations and virtual tours.
Best Practice: Ensure each theme connects directly to the research objectives outlined in the research guide.
Step 2: Craft Open-Ended, Unbiased Questions
Strong qualitative research depends on well-structured questions that elicit detailed responses rather than simple yes/no answers.
Guidelines for Writing Effective Questions:
Use open-ended phrasing: Encourage participants to elaborate on their experiences.
Avoid leading questions: Do not assume or suggest answers within the question.
Focus on specific scenarios: Encourage real-life examples rather than abstract opinions.
Examples of Refining Questions:
Table highlighting the differences between Weak and Strong questions
Step 3: Organize Questions in a Logical Flow
A well-structured question guide follows a natural conversation flow, moving from general to specific topics.
Recommended Flow for Wedding Venue Research Interviews:
Introduction & Context-Setting:
Venue Discovery & First Impressions:
Pain Points & Frustrations:
Technology & Booking Preferences:
Closing & Reflection:
Best Practice: Start with broad, experience-based questions and gradually move toward specific details and problem areas.
Step 4: Upload and Optimize the Question Guide in Strella.io
Once the question guide is structured, it can be uploaded into Strella.io for AI-driven optimization.
How to Upload the Question Guide:
Log into Strella.io and navigate to “Interview Question Guide.”
Paste questions into the input field.
Enable “AI Dynamic Follow Ups” to allow Strella to refine and personalize follow-up questions.
Click “Analyze Guide” to receive AI-generated feedback on:
Example of AI-Generated Adjustments in Strella:
Original Question:“Does venue pricing transparency matter to you?”
AI-Suggested Revision:“How do you typically assess whether a venue’s pricing is fair?”
AI Follow-Up Prompt:“Can you recall a time when unclear pricing influenced your decision?”
Best Practice: Review AI recommendations and make final adjustments before launching interviews.
Step 5: Test the Guide in a Pilot Interview
Before full deployment, conduct a pilot interview to evaluate the effectiveness of the question guide.
Select a test participant who fits the research profile.
Observe whether questions prompt detailed and meaningful responses.
Note any gaps or redundant areas in the conversation flow.
If necessary, refine the guide based on feedback before rolling out to a larger group.
Watch my Client’s intreview with Strella below
After the test we refined our questions. View our refined question guide.
Creating an Ideal Customer Profile (ICP) for Qualitative Research
What is an Ideal Customer Profile (ICP)?
An Ideal Customer Profile (ICP) is a detailed representation of the customer segment most likely to provide valuable insights in a research study. It defines the characteristics, behaviors, and preferences of the target audience, ensuring that qualitative research focuses on the right participants.
While often used in sales and marketing, an ICP is equally critical in research—it helps refine who should be interviewed to maximize the relevance and impact of collected insights.
Why an ICP is Essential for Qualitative Research
A well-defined ICP ensures that research is:
Focused: Interviews gather insights from participants who closely match the target audience.
Efficient: Avoids time spent on participants who do not fit the intended customer base.
Actionable: Findings are more relevant to product development, marketing, and strategy.
In this study, the ICP will act as a guiding framework to ensure that the right individuals participate in qualitative interviews—those whose experiences, behaviors, and preferences will provide meaningful insights into wedding venue selection.
Defining the Ideal Customer Profile (ICP)
Based on research, industry knowledge, and observed behavioral patterns, we have developed an ICP for engaged couples researching wedding venues.
1. Industry & Business Sector
Wedding & Event Planning, Hospitality
2. Key Demographics
Engaged Couples: Typically the bride and groom, with family involvement.
Age Range: 22–35 years old (millennial and Gen Z brides).
Budget: $20,000–$50,000 per wedding.
Geographical Focus: USA, primarily rural and suburban areas (e.g., Montgomery, TX; Cody, WY).
3. Behavioral & Decision-Making Traits
Tech Usage: Instagram, Pinterest, TikTok (for wedding inspiration); The Knot, WeddingWire, Zola (for planning); email, text, and Zoom for vendor communication.
Interest Signals: Searching for “wedding venues in [location],” pinning rustic/elegant themes, following local wedding vendors on social media.
4. Pain Points & Challenges
Table of Challenges and Needs
5. Decision-Making Process
Who is involved?
Decision Timeline:
6. Budget & Purchasing Behavior
Spending Power: Mid-to-high range ($20K–$50K budget).
Purchase Sensitivities:
7. Values & Cultural Preferences
Prioritizes Southern hospitality, elegance, and stress-free planning.
Values creating lifelong memories through a seamless and enjoyable process.
8. Purchase Barriers & Constraints
Budget constraints – Balancing dream wedding aspirations with financial limits.
Fear of hidden fees – Concerns about unexpected costs.
Weather concerns – Need for contingency plans.
Rural guest accommodations – Availability and accessibility of lodging for out-of-town guests.
9. Likelihood of Booking
Probable Closing Rate:30–50% likelihood of booking if the bride visits in person and emotionally connects with the venue.
How the ICP Will Be Used in Research
The ICP acts as a selection guide to ensure qualitative research participants align with the ideal customer profile. This will allow the research to capture accurate, relevant, and high-impact insights that inform venue product development and customer experience improvements.
In the next section, we will explore how this ICP will guide participant recruitment to ensure our interviews generate actionable insights for Strella.io. Our complete ICP is below:
Ideal Customer Profile of a Female Finance
Using AI to Match Participants to the Ideal Customer Profile (ICP)
A well-defined Ideal Customer Profile (ICP) is only valuable if the research participants closely match its criteria. Instead of relying on paid social media ads or manual recruitment, we leveraged Strella’s integrated panel to streamline the process. This allowed us to focus on designing a precise screener survey rather than sourcing participants, ensuring that only those most aligned with our research goals were selected.
1. Automated Participant Recruitment via Strella
Strella’s built-in participant panel simplified recruitment by providing a pre-vetted pool of engaged individuals actively planning their weddings. Our role was to develop a screener survey to filter for those who best matched our ICP. This eliminated the need for external advertising or outreach, saving significant time and effort while maintaining a high-quality research pool.
2. Designing the Screener Survey
To ensure we recruited participants who closely mirrored our ICP, we developed a targeted screener survey focused on:
Engagement Recency: Ensuring participants were in the early-to-mid stages of wedding planning.
Wedding Timeline: Prioritizing those actively booking venues and making key decisions.
Planning Stage: Selecting individuals still in the venue research or booking process.
Budget Alignment: Targeting weddings within the $20K–$50K+ range to reflect our ICP.
Funding Sources: Ensuring financial decision-makers were part of the study.
Technology Use: Confirming Instagram usage for AI-driven research interactions.
Demographic Criteria: Focusing on engaged brides, as they were the primary decision-makers.
Finalized Screener Criteria:
Table outlining the final criteria to select research participants.
This structured approach ensured we only recruited actively engaged brides who were making venue-related decisions within a relevant budget range.
3. AI Matching & Prioritization
Once responses were collected, Claude’s AI analyzed each participant against our ICP, assigning a matching score (0–100) based on how closely they fit the criteria.
For example:
A participant engaged six months ago, planning a $40K wedding, actively researching venues, and using Instagram would score 95/100.
A participant engaged two years ago, planning a $10K wedding, and without an Instagram account would score 40/100 and be disqualified.
By automating this process, we eliminated irrelevant participants and prioritized those most likely to provide actionable insights.
4. Final Selection & Invitation Process
Participants with the highest ICP alignment were invited to take part in AI-driven interviews via Strella, ensuring that the research pool was both:
Diverse in Experience – Ensuring a range of perspectives within our ideal segment.
Participant Tiers Based on AI Scoring:
Table outlining the top, middle, and lowest tier participants based on their criteria.
This AI-driven selection process ensured that every participant contributed meaningful insights, avoiding wasted research time on misaligned respondents.
By combining Strella’s panel with AI-powered selection, we achieved:
Precision – Only participants matching our ICP criteria were included.
Efficiency – No need for manual recruitment or social media ads.
Data Quality – Higher relevance of insights by focusing on the right audience.
This meticulous approach enhanced the depth of our qualitative research while eliminating inefficiencies, allowing us to extract valuable, actionable insights from brides actively navigating venue selection challenges.
Using Strella, we recruited 13 brides to be, including the following:
A table of the 13 recruited fiancés
Although Strella provides an automated highlight video summarizing the key insights automatically, I wanted to first watch all 13 interviews and extract my own insights to later compare them to strella's automated insights. Note There were 42 questions and not enough room to include all of the insights in this article so I chose 10 key questions (plus 1 bonus) to compare my analysis to that of Strella’s automated analysis.?
My analysis of the Fiancée interviews, segmented by question, with a count of how many Fiancé provided each answer and a summary of their insights. Note that given the nature of AI adaptation just with human interviews the AI would ask certain betrothed women different questions based on their previous responses. Therefore, not all brides-to-be answered every question. Also, some brides may be mentioned multiple times if their answers covered multiple categories.
Questions and Answer Human Analysis Approach
The typical approach I use is a prioritization and brainstorming technique (usually done collaboratively) that prioritizes ideas and insights called Affinity Diagramming. I recommend this approach if your team doesn’t have AI tools because it is a useful way for product teams to collaboratively brainstorm new projects and features.?
In Affinity Diagramming product teams brainstorm ideas and opportunities, usually writing them on Post-It Notes. The team then organizes these notes into groups of similar items based on themes.... Once the groups are created, the team votes on or ranks the groups to prioritize them.
Specifically the benefits of this approach are the following:
Collaborative Brainstorming: Affinity grouping activities are great opportunities to bring together members from various functional departments.
Wide Variety of Ideas and Perspectives: Ideally, participants from various parts within the organization can participate so a wide variety of ideas and perspectives are shared.
Prioritized List of New Ideas: After establishing several “affinity groups” of initiatives, the group can vote and rank each group, and at the end of the activity, a prioritized list of new ideas will be created.
Inclusion in Product Roadmapping: It allows other teams (i.e. marketing, sales, etc.) to actively participate in product roadmapping and have a say in the product.
To create the affinity grouping of how the brides answered each of the questions, I used the following step-by-step approach, drawing on the interview excerpts provided in the sources:
Initial Review of Responses: The process began with a review of each bride's response to the question:When researching wedding venues, how did you first hear about the ones you almost booked but didn’t?... This provided a foundational understanding of the different channels and sources that brides utilized in their initial venue search.
Identification of Key Themes: After reviewing the responses, key themes and categories were identified that represented the common ways brides answered questions.?
Grouping Brides Under Relevant Themes: Each bride was then grouped under the themes that aligned with their responses. In cases where a bride mentioned multiple sources, they were listed under each relevant category.
Alphabetical Ordering: Within each theme, the brides' names were then organized in alphabetical order to enhance readability.
Adding Direct Quotes: To provide context and support the categorization, a direct quote from each bride's interview was included next to their name. These quotes were selected to be representative of how they answered.
This approach ensured that the affinity grouping was directly based on the information provided in the interviews, while also organizing the data in a clear and accessible format.
1. When researching wedding venues, how did you first hear about the ones you almost booked but didn’t?
Search Engines (Google): 6 out 13 (46%)
Abby B: "I use sites like Zola, the Knot and I forget any others but just googling wedding venues near me or the location I'm thinking of traveling to to find any venues that are in an area I'm not always super familiar with.”
Carolyn M: "So I'm part of a Facebook group for my local area...as well as, you know, just general Google.”
Jacqueline D: "I did a lot of Google searching and just exploring based on the general location of where I wanted the wedding.”
Kelsey Y: "But besides that I referred to Google and then would just look at websites that brought me to our recommendations from friends and wedding planners.”
Lauren R: "I also did a Google search too, and I think like, I kind of saw curated lists of different wedding venues that were near me.”
Sherri B: "I used Instagram and Google."
Social Media (Instagram, Facebook): 6 out 13 (46%)
Carla: "With recommendations of friends and Instagram.”
Carolyn M: "So I'm part of a Facebook group for my local area.”
Kelsey C: "On top of that, I also have been looking on Instagram as well through following like different photographers...looking at tagged locations.”
Kendall Y: "I guess the. The way that we heard about most of them was through wedding planners or Instagram.”
Sherri B: "I used Instagram and Google.”
Sophia V: "I primarily heard about them through social media as well as personal experience."
Wedding Planning Websites/Apps (The Knot, Wedding Wire, Zola): 4 out 13 (30%)
Abby B: "I use sites like Zola, the Knot and I forget any others.”
Jacqueline D: "I think I leveraged a lot of those websites that help find or wedding websites that just gave top locations or just specialized search venue websites to help me kick off."
Kelsey C: "So I have been looking on different sites such as like the Knot where they have list of wedding venues.”
Lauren R: "I found these wedding venues through a couple of sites. I believe one of them was like Zola and I believe another one was the Knot."
Personal Recommendations (Friends, Family, Word of Mouth): 4 out 13 (30%)
Alexis H: When researching wedding venues, how did you first hear about the ones you almost booked but didnt?...then through friends and family.”
Carla: With recommendations of friends and Instagram.”
Daniela B: Yeah, I would say influence. Probably just the fact that other people got married there and had a great experience. Just that family friends recommendation.”
Kelsey Y: But besides that...recommendations from friends and wedding planners.”
Wedding Planners: 3 out 13 (23%)
Kendall Y: I guess the. The way that we heard about most of them was through wedding planners or Instagram.”
Kelsey Y: But besides that...recommendations from friends and wedding planners.”
Megan T: I found them through my wedding planner who sent me a list of wedding venues that we could then tour together.”
Personal Experience: 1 out 13 (7%)
Sophia V: "I primarily heard about them through social media as well as personal experience. “Like for example, if I had attended a wedding there in the past.”
Key Takeaways for Venue Discovery
Search Engines & Social Media Are Equally Important (46%) Brides primarily discover venues through Google searches and social media, particularly Instagram. Search engines help them find venues in unfamiliar locations, while Instagram allows them to explore real wedding content and tagged photos from photographers.
Wedding Websites & Personal Recommendations Carry Weight (30%) Platforms like The Knot, Zola, and Wedding Wire provide structured lists that brides rely on, while friends and family recommendations offer trust and credibility. Brides often use both for validation.
Wedding Planners Play a Key Role for Some Brides (23%) Brides who work with wedding planners rely on them to curate venue options, indicating a more high-touch planning experience common among those with higher budgets.
Personal Experience Can Be a Deciding Factor (7%) Though less common, having attended a wedding at a venue before can significantly influence a bride’s decision. This highlights the importance of word-of-mouth marketing and guest experiences.
2. Log into instagram and then show me a venue’s Instagram post that made you want to learn more.
Real Wedding Content: 4 out 13 (30%):
Kelsey C: Real wedding videos showing what the wedding looked like in a realistic way. "It was a real wedding videos of seeing people in the other. What their wedding looked like...seeing like what it would actually be like in a more realistic way.”
Kelsey Y: Wedding highlights and organic content from real brides, as well as wedding content in the feed. "I liked their Instagram because they have this weddings highlight right at the top so it makes it really easy to find all of the wedding content. I like that it's organic content from real brides, not just things that they've decided to post on their feedback.”
Sherrie B: Real wedding photos. "I look for people's live real reviews from actual individuals.”
Megan T Seeing different types of weddings and the setting. "Here's a good example of a post that has multiple photos in it that would have led me to ask for more information. I think the key thing is just seeing different types of weddings there. You're really looking at the setting. You're seeing what's possible with the venue.”
Visual Appeal & Aesthetics: 2 out 13 (15%)
Jacqueline D: Photos with her aesthetic, beautiful images, and different ways people had decorated the venue. She liked seeing the blue from the water and mountain views, as well as the brown ceiling inside, which allowed for different decorating styles. "What I really liked was just the...photos that they used had a...a lot of the aesthetic I was going for and just had some really beautiful images and had some potential different, different ways that people had decorated the venue that were appealing.”
Carolyn M: The source does not contain the answer to this question, but it does refer to "this picture over here. This place right here. River Creek Country Club Weddings.”
Venue Features & Atmosphere: 2 out 13 (15%)
Daniela B:"a ballroom with a nice chandelier and lots of flowers.”
Kendall Y: String lights and the outdoor space. "This post caught my eye, but mainly for the string lights and the outdoor space.”
Authenticity & Transparency: 1 out 13 (7%)
Sophia: Behind-the-scenes images and videos that showcase the venue authentically. "So the things that really catch my eye primarily are the behind the scenes images and videos because to me that really just showcases the video, the venue, very authentically and allows me to kind of get a sense of what they offer and what they, you know, are able to provide, provide for a wedding.”
Location: 1 out 13 (7%):
Carla: A picture and the hashtags that explain the location. "It was a picture and the hashtags that explain where is the location of it.”
Key Takeaways for Instagram Content That Catches Brides Attention
Real Wedding Content is Most Impactful (30%) Brides are drawn to authentic wedding photos and videos that showcase actual events at the venue. Seeing real couples, diverse setups, and natural moments helps them visualize their own wedding experience.
Aesthetic Appeal Matters (15%) High-quality scenic images, decor inspiration, and venue versatility attract brides looking for a specific visual style. Backdrop elements like water views, chandeliers, and lighting play a key role.
Venue Features & Atmosphere Stand Out (15%) Brides notice architectural details, lighting, and floral arrangements that enhance the ambiance. Outdoor spaces and unique design elements help set venues apart.
Authenticity & Behind-the-Scenes Content Builds Trust (7%) Unfiltered behind-the-scenes photos and videos help brides gauge a venue’s true offerings and personality, making them feel more confident in their decision.
Clear Location Tagging Helps Brides Find Venues (7%) Brides appreciate hashtags and geotags that clarify where the venue is located, making it easier to determine if it fits their search criteria.
3. Now, think of a venue website you stayed on longest. What made you stay – photos, instant pricing, or something else?
Photos/Visuals: 7 out 13 (54%)
Alexis H:Photos, because she wants things to "look the best". "It was definitely photos...I want things to look the best and then everything else comes later.”
Carla:Photos and videos of the venue.
Kelsey Y:Photos, specifically "wedding fit for purpose photos.”
Carolyn M:Photos, because visualization is more important than financial status. "This wasn't the exact post, but this was the picture over here. This place right here. River Creek Country Club Weddings.”
Lauren R:Photos of the decorative aesthetic of each wedding on the Facebook page of Loom Pond Lodge.
Megan T:Photos, as it's the next best thing to touring and provides a visual representation.
Sherrie B:Photos.
Pricing Information: 2 out 13 (15%)
Daniela B:Instant pricing, which allowed her to easily compare venues with her budget.
Jacqueline D:Pricing to understand the general range, as well as what was covered or included in the venue.
Offerings/Services: 1 out 13 (7%)
Kelsey C:What's offered, such as on-site catering
Key Takeaways for What Keeps Brides on a Venues Website
Photos & Visuals Are the Biggest Engagement Driver (54%) Brides stay the longest on websites with high-quality, wedding-specific images that help them visualize their big day. Diverse setups, decor inspiration, and venue aesthetics make a strong impact.
Clear Pricing Information Improves Engagement (15%) Brides appreciate instant pricing transparency to determine if a venue fits their budget. They also look for details on what’s included in the cost.
Detailed Offerings & Services Add Value (7%) Brides are interested in understanding on-site services like catering and packages to assess convenience and added perks.
4. How does the type of content presented by a venue (e.g., real couples’ planning journeys vs. standard photos) impact your perception of its trustworthiness?
Real Photos/Experiences Enhance Trustworthiness: 10 out 13 (77%)
Abby B: Real couples' planning journeys are more trustworthy because you can't fake authenticity. "You can fake photos and staging and everything like that. But to have real couples give their report and recount of their wedding experience is the best way to get an idea of what a venue would be like for your own wedding.”
Alexis H: Real photos of real events are more trustworthy because they show people genuinely enjoying themselves. "When I see real photos, real events, I find it more trustworthy because obviously they're not paying a bunch of people to enjoy themselves. If they weren't, they wouldn't look that way...whereas just kind of generic photos just show you a space but not what it could be filled with.”
Carla: Real couples provide a more trustworthy and comforting picture than just seeing the venue alone. "I think it gives you like a trustful picture when it's a real couple instead of just the venue. Because when you see the couple it gives you like something like comforting.”
Daniela B: Real photos demonstrate the venue's product and event experience, enhancing credibility. "If it's showing real photos, then you actually know like what their product looks like and that they've actually done events. And so it just makes it seem like it's not a fraud or a fake or something like that.”
Kelsey C: Real weddings and stories offer more trust, showcasing genuine experiences and various scenarios. "I feel like...It's like real weddings. You can read the stories of like their experience at the venue...they give more...the feeling of it being more trust[worthy] because you can see all of the photos from their event...It's not like stock photos that make everything look perfect. Like maybe you'll Get a couple who got a rainy day and like, what did they do in that situation?”
Kelsey Y: Trusts real people sharing their photos more than the standard photos on the site and it's helpful to see it in wedding format. "I definitely trust real people sharing their photos more than I do the standard photos on the site and it's helpful to see it in wedding format...it's helpful to see that transformation. So like wedding fit for purpose photos are very helpful.”
Jacqueline D: Photos of actual weddings show what can be done with the space and the venue's flexibility. "I think what I really liked seeing wasn't necessarily other couples planning process, but more so how they ended up like what their end result was. So I liked seeing photos of actual weddings, different weddings...that just gave me a good look of like how I could, what I could do with this space, what was included and like options and how flexible the venue could be.”
Lauren R: Realistic content from real couples brings the venue to life and is more relatable. "I would say the more real or realistic the content is by real couples, I think the more it kind of brings to life the actual venue and I'm able to relate to it more.”
Megan T: Looking at event photos, the wedding photos done by other couples who had had their weddings there are helpful.
Kendall Y: Wants to see real photos, those real photos would be professional, but wouldn't want to see models posing at the venue.
Skeptical of Authenticity: 1 out 13 (7%)
Sophia V: Takes venue postings with a grain of salt and values reviews and word-of-mouth for authenticity.
Personalization is Important: 1 out 13 (7%)
Carolyn M: More personalized but doesnt necessarily impact trust.
Key Takeaways: How Real Couples' Journeys vs. Standard Photos Impact Trustworthiness
Real Wedding Photos & Experiences Build Strong Trust (77%) Brides overwhelmingly trust real photos, real couples, and authentic experiences over staged content. They want to see actual wedding setups, emotional moments, and how venues handle different scenarios (e.g., weather challenges).
Stock & Staged Photos Feel Less Authentic Brides perceive generic or staged photos as less trustworthy, as they don’t showcase the venue’s true capabilities or real wedding experiences.
Real Stories & Wedding Formats Provide Practical Insights Seeing how past couples transformed the venue for their wedding helps future brides visualize their own event and assess the venue's flexibility and suitability.
Skepticism Exists (7%) A small segment remains cautious and relies more on reviews and word-of-mouth than venue-posted content.
Personalization Matters (7%) While not directly impacting trust, some brides value personalized content that makes them feel connected to the venue’s story.
5. If we could build ONE tool for venues, which would help you most? Tell us why you chose that
Real-Time Pricing Builder: 5 out 13 (23%)
Abby B: A real-time pricing builder would give a general idea of the overall cost of the wedding, as well as any additional add-ons, and extension of hours. It would allow flexibility to see what the budget would be to flex and add every option and then take piece by piece away to determine what fits in the budget to maximize spending. "Real time pricing would definitely offer flexibility."
Jacqueline D: A real time pricing builder would help to understand what was in the venue or like what the venue included and didn't. "I think that would like help me understand what was in the venue or like what the venue included and didn't."
Kelsey Y:Real Time Pricing builder would be helpful, but is hard to really know. If you could do it right that would be helpful.
Lauren R: A real time pricing builder would be helpful to understand pricing.
Sherrie B: The sources suggest a real time pricing builder could be helpful, allowing for comparison.
AI Chat Comparing Venues: 3 out 13 (15%)
Alexis H: An AI chat that compared venues would help to find the differences and similarities between venues to narrow down which ones she likes more and which ones she doesn't. "It's kind of finding the differences and similarities between venues to kind of narrow down which ones I like more, which ones I don't."
Daniela B: An AI chat comparing venues has a unique value proposition attached to it. "the real time pricing and the video hub of past weddings, you could probably do that mostly online via other tools. So I think the middle one has more of a unique value proposition attached to it."
Kendall Y: An AI chat comparing venues requires a lot of context, but can also probably provide information as far as a pricing builder. "the most helpful thing would be the AI chat comparing menus."
Video Hub of Past Weddings: 3 out 13 (23%)
Kelsey C: A video hub of past weddings would offer a lot of insights.
Carolyn M: A video hub of past weddings would give a better understanding, and also maybe some inspiration. "because that gives you not only, you know, a better understanding, but also maybe some inspiration."
Megan T: A video hub of past weddings, with testimonials or staff interviews of what it's like supporting a wedding, could be useful.
Key Takeaways
Need for a Real-Time Pricing Builder (38%)
AI Chat to Compare Venues (23%)
Video Hub of Past Weddings for Context & Inspiration (23%)
6. How do you prefer to book your wedding venue?
In-Person Booking Preferred: 4 out 13 (30%)
Kelsey C: Kelsey needs to view her top three choices in person to see how she feels there and see if it really looks as it does in all the photos. "So for me, I would still need to view, like, my top three to see, like, how I feel there and see if it really looks as it does in all these photos, which is why it's so important to see pictures, like real life photos versus stock images.”
Lauren R: Lauren prefers to actually go to the wedding venue and see it in person and to hear from a wedding coordinator about what things would look like.
Sherrie B: Sherrie B prefers to book in person.
Carolyn M: Carolyn prefers to book 100% in person.
Combination of Factors: 4 out 13 (30%)
Abby B: If the venue is close, Abby B prefers to visit in person, but if it's a destination wedding, she prefers a Zoom call to see the venue via webcam.
Megan T: Megan booked her wedding venue through her planner via email. If she had chosen to book online, she would have preferred to book directly on the venue's website. She believes having a person involved would be helpful because you're transferring large sums of money.
Carla: Carla prefers going directly to the place or by call, but wants something like an email to show that it's verified and trustworthy. She also said that the website of a specific wedding planner or Instagram would also be trustful platforms.
Alexis H: The source does not contain information on Alexis H's preferred method to book a wedding venue
Hybrid Approach: In-Person Viewing with Online Booking: 2 out 13 (15%)
Kelsey Y: Kelsey Y likes to see the venue in person before making any decisions. When it came to signing the contract, she did that online.
Jacqueline D: Jacqueline would not have booked a wedding venue online without seeing it in person. After touring a bunch of places, the rest of the booking process should be online to access all the necessary documents.
Online Booking with Personalized Service: 1 out 13 (7%)
Daniela B: Daniela B prefers to book online but then have kind of a "concierge white glove service" with someone who's able to give more information and get into specifics. She prefers to book directly through the venue's website to avoid extra charges.
Booking via Wedding Planner: 1 out 13 (7%)
Kendall Y: Kendall prefers to book with her planner, because her planner can do the negotiating and understand the contracts. "I need to tour it first and be involved, but the actual booking would be her planner.”
Direct Online Booking: 1 out 13 (7%)
Sophia V: Sophia prefers to book it online directly through the venue's website so that nothing gets lost in communication.
Key Takeaways: Preferred Booking Method for Wedding Venues
7. Have you used ChatGPT or Zola's AI tools for planning?
No Use of AI Tools: 7 out 13 (54%)
Abby B: Had not used ChatGPT or Zolas AI tools.
Kelsey C: Had not, and was unaware that Zola had ChatGPT. "Had not, and was unaware that Zola had ChatGPT.”
Kelsey Y: Had not used either.
Lauren R: Had not.
Megan Tung: Had not.
Sherrie B: Had not.
Carolyn M: Had not.
Limited/Neutral Use of AI Tools: 3 out 13 (23%)
Jacqueline D: Used ChatGPT and other systems a little bit as additional ways to gather information but remained mostly neutral.
Kendall Y: Possibly asked ChatGPT for recommendations on venues.
Sophia V: Used ChatGPT for other things, but not necessarily for wedding planning, and had never used Zola's AI tools. "Used ChatGPT for other things, but not necessarily for wedding planning, and had never used Zola's AI tools.”
Helpful Use of AI Tools: 3 out 13 (23%)
Alexis H: Had used ChatGPT or Zola's AI tools and found them very helpful.
Carla: Found ChatGPT to be super helpful, especially for keeping everything organized.
Daniela B: Used ChatGPT to understand the possibilities with a wedding, what to think about, what to purchase, and how long it takes to plan. "Used ChatGPT to understand the possibilities with a wedding, what to think about, what to purchase and how long it takes to plan.”
Key Takeaways: Use of AI Tools for Wedding Planning
Majority Have Not Used AI Tools (54%)
Limited or Neutral Use of AI (23%)
AI Was Helpful for Some (23%)
8. How helpful would an AI be in suggesting wedding venues based on sharing your Pinterest board?
Neutral / Could be Helpful with Conditions: 6 out 13 (46%)
Daniela B: Clicked neutral because although it is nice, it might not account for things like personal preferences that she doesnt put price and things like that. She thinks itll only take the visual aspect but not do deeper research.”
Jacqueline D: Thought that it would be pretty helpful and a really good starting point to help figure out what her next steps would be like. Having a list of AI-generated wedding venues could at least help her start to understand what things she actually wants and what things are just nice to have to help narrow it down further.”
Kelsey C: Thought it was something she would definitely try out at least one time. She is running into the issue of not being able to find exactly where she wants it to be, but she has this vision, so she thinks that it would be great.”
Kelsey Y: Thought that would be helpful, assuming you could also isolate it to different geographies or price points or things like, she was pretty selective in wanting to get married in a location that was meaningful to her.
Lauren R: Said neutral because while the AI could understand her aesthetic from Pinterest boards, its not going to pull that she needs a venue within X amount of miles from this church.
Megan T: Thought it would be pretty helpful, but she doesnt know. She thinks sometimes in weddings, you dont really know what the good venues are around you. So if youre in an area where theres a lot of venues but you are just unaware of them, this would be super helpful.”
Very Helpful: 5 out 13 (38%)
Abby B: Thought this would be very helpful, especially for destination weddings, to combine all ideas and find the perfect fit that she may not have come across otherwise.
Alexis H: Thought an AI suggesting wedding venues based on a Pinterest board would be extremely helpful. "It would give her ideas, vibes, and aesthetics, and then lead her to places that match that because she slogged through so many venues that are just not her style at all.”
Carla: Thought it would be very helpful because she is a very visual person, and if she starts doing her vision board for her wedding, it would be super fun to have AI help her know what she wants.
Kendall Y: Thought an AI that suggests wedding venues based on her Pinterest board would be incredibly helpful, especially if you could give it context or additional information like desired to be no more than X miles away from the closest airport or in this state.
Sherrie B: Said it would be very helpful because then it would bring them together to let you.
Somewhat Helpful: 2 out 13 (15%)
Sophia: Said somewhat helpful because she does think it would be nice to get ideas for wedding venues. However, at least for her, there are lots of other things that shed like to consider as opposed to just things that would be on her Pinterest board.
Carolyn M: Said somewhat helpful. She does have a Pinterest board, so thats helpful, but not necessarily everybody having a wedding or planning has a Pinterest board.”
Key Takeaways: AI-Suggested Wedding Venues Based on Pinterest Boards
Mixed Reception – Conditional Helpfulness (46%)
Strong Interest & High Potential (38%)
Somewhat Helpful for Additional Ideas (15%)
9. What would make you more likely to book a wedding venue?
Price and Budget Considerations: 6 out 13 (46%)
Kelsey C: Being within her budget, preferably on the lower end."Price has to be within her budget, preferably on the lower end of the budget location.”
Sherrie B: Being within budget and available for when she wanted it to be. "If it was within budget available for when I wanted it to be?"
Kendall Y: Meeting all the criteria that she's looking for and being in her budget. "That it meets all the criteria that she's looking for and is in her budget.”
Sophia:Affordability."Also affordability and just being able to accommodate what I'm looking for.”
Alexis H: Good pricing."Maybe not having to put too much down or good pricing if there is an alcohol connection there.”
Carla:Pricing
Logistical and Practical Factors: 4 out 13 (30%)
Carla:Location.
Kelsey C:Location and accommodations close by to the venue."Price has to be within her budget, preferably on the lower end of the budget location. There should be accommodations close by to the venue.”
Alexis H: Good location."What would make me more likely to book a wedding venue? A good location.”
Sophia V:Availability."I think obviously, availability is very important.”
Specific Amenities and Services: 3 out 13 (23%)
Alexis H: If booking the venue came with the alcohol that was going to be provided at their wedding, and integrated services."What would make me more likely to book a wedding venue?...good pricing if there is an alcohol connection there. Like I've had friends weddings where booking the venue came with the alcohol that was going to be provided at their wedding and that was just so convenient. Not having to manage that or integrated services is always helpful and makes me more likely to book.”
Sophia V: Enough room for everyone, good food, a dance floor, and the ability to have an open bar. Making sure that there's an indoor space."So making sure that there's enough room for everyone to attend that I want, having good food, having a dance floor, having the ability to have an open bar, all those things are pretty important for me. And I also really want to make sure that there's an indoor space just because it's very important for me to have an indoor wedding.”
Carla: What it comes with.
Venue Aesthetics and Vibe: 3 out 13 (23%)
Megan T: If she liked the venue and the look of it. "I just really liked the venue.”
Sophia V: The venue was just beautiful and really just kind of fit the vibe that she was going for with her wedding. "What I really liked about the venue was again, the location was right. It was really beautiful. It had the outdoor, it had the vibe that I was looking for, the esthetic I was looking for.”
Kelsey C: A more casual feel and vibe."It should have a more casual feel and vibe.”
Personal Visit and Comprehensive Planning: 1 out 13 (7%)
Carolyn M: Getting a tour and discussing the entire roadmap ahead of time so you know exactly what the expectations are and exactly what all the next steps are going to be. There needs to be some type of vision for you to really lock in and commit with it so there's no surprises."I mean, I've already told you going to get a tour and kind of discussing the entire roadmap ahead of time. So you know exactly what the expectations are, you know exactly what all the next steps are going to be...Like I think there needs to be some type of vision for you to really lock in and commit with it so there's no surprises.”
Securing the Date: 1 out 13 (7%)
Daniela B: Reserving a date online without a credit card."I prefer to book it online but then have kind of a concierge white glove service with someone who's able to give me more information and get into specifics.”
Concluding the Booking Process: 2 out 13 (15%)
Abby B: AI pointing her to venues she was not aware of, contacting them, and setting up appointments to see the venue through a video call or Zoom meeting to finalize what the venue actually looks like and the pricing and whether or not it would actually be a good fit for her wedding. Calling a venue and reserving with a credit card would be the most likely way that she would book a venue.
Personal Visit & Clear Roadmap Build Confidence (7%)
Ease of Booking Can Seal the Deal (15%)
10. Are online tours or calendars showing available dates helpful?
Helpful for Saving Time and Narrowing Options: 9 out 13 (69%)
Abby B: Absolutely. "Having that flexibility to work around my work schedule, also accounting for creating a meeting time that is fitting for time zone differences, I think it is is imperative to have those kinds of things available for ease of scheduling and to truly make sure that, you know, it works for both parties across the board.”
Alexis H: Absolutely. "I want to know that I have the option of getting married at the venue within kind of the time frame or thinking about... Then it's nice to not have to to get that off the list."
Carla: Yeah, for sure. "Well, because you don't have to go directly to the place and if you have an online tour, it's super helpful so you don't have to actually go there.”
Daniela B: Oh, super helpful. "Oh, super helpful because at least online tour you kind of get to see the venue but. But being able to book online saves you calling and potentially waiting for hours or days for someone to respond back.”
Jacqueline D: Definitely. "I think availability calendars are important because if the date isn't available, I really don't need to waste my time on that venue anymore.”
Sophia V: I definitely think they are. "I think that it's very helpful, especially if a venue is a little bit farther away. I don't have to, like, make a whole trip if I end up not liking it.”
Carolyn M: Well, yeah. "Well, yeah, because let's say I'm like I want an August wedding and I go to August and there's like no dates available, then that right off the bat, if I'm like dead set on August, that definitely, you know, eliminates that venue.”
Megan T: Yeah, that's definitely helpful too. "Because at the end of the day, if it's not available on the dates you want it, then you just can't do it there and that changes the entire wedding.”
Sherrie B: Yes. "Sometimes the location is not so close and sometimes timing isn't as easy.”
Helpful for Narrowing Down Dates: 1 out 13 (7%)
Kelsey C: Calendars showing available dates are helpful. "It's going to come down to like, my top picks, which ones have the weekends. It's going to work for the people in my life who, like, I really want to be there.”
Online Tours Help Visualize the Event: 1 out 13 (7%)
Kelsey Y:“Yeah, both of those things are helpful. Online tours are helpful because it does help to get that like 360 view and understand how the different components of a venue tie together, what the flow of the event would look like.”
Lose Faith/Credibility in the Venue: 1 out 13 (7%)
Kendall Y: No. "I feel like if you for me, if you have an online booking system, like it's like a hotel stay or something, that makes me kind of lose faith and credibility in the venue.”
Key Takeaways: The Value of Online Tours amp; Availability Calendars
Time-Saving & Efficient for Narrowing Options (69%)
Helpful for Filtering Date Availability (7%)
Online Tours Aid Visualization (7%)
Skepticism About Automated Booking (7%)
Bonus. After inquiring, did any venue's follow up feel too pushy?
Brides who felt venue follow-ups were too pushy: 4 out 13 (30%)
Alexis H: Yes. "There have been some ones that it's just like they yeah, a lot of contact when I'm just kind of going for ideas and vibes early looking and I don't and I've told them that I have a set thing so like don't need a ton of contact until I want to move further and I'll let you know if I want to move further and contacting me a lot is just going to be frustrating and make me want to block the number or unsubscribe.” This quote demonstrates Alexis H's frustration with excessive contact when she was in the early stages of planning.
Carla: Yes. "Even if you already tell them that you don't want that venue, they keep calling back.” This illustrates Carla's annoyance with continued contact despite expressing disinterest.
Kendall Y: Yes. "There was the Hummingbird nest and they kept following up about a bridal expo. I found some of the language they used just weird and off putting. And also just off putting. Like the idea that there would be me and a hundred other or 350 other potential brides visiting their venue and looking at vendors. While it would be incredible, incredibly helpful in the booking system, but whatever, vetting then vendor vetting process. It feels like it loses all the like personal touch when there are hundreds of other people that are planning to do like the exact same thing as you. I don't know.” This quote highlights Kendall Y's discomfort with impersonal, mass marketing tactics.
Sherrie B: Yes.
Now that I have the key takeaways for each section I need to extract actionable insights from the key takeaways by completing the following process systematically. Here's how I did it:
1. Understanding the End Goal
The primary objective is to increase the number of female brides choosing a wedding venue based on the behavioral and preference insights from the key takeaways. That means I needed to:
Identify what influences brides at different stages of venue selection.
Pinpoint gaps or pain points in their decision-making process.
Translate these insights into concrete strategies venues can implement.
2. Structuring the Analysis
Since the key takeaways were already categorized into sections (e.g., Venue Discovery, Instagram Content, Website Engagement), I kept the structure and:
Identified major themes within each category – I noted patterns across all the insights, such as the importance of visual content, real wedding experiences, pricing transparency, and efficient booking processes.
Mapped out decision-making stages – I aligned insights with different touchpoints in the bride’s journey:
3. Extracting Actionable Steps
For each section, I asked:
What is the key driver for decision-making? (E.g., Brides trust real wedding photos more than staged ones.)
What is the biggest pain point? (E.g., Brides struggle with venue pricing transparency.)
What can venues do to solve this? (E.g., Create a real-time pricing tool to allow self-service cost estimates.)
Then, I converted these into specific, actionable strategies venues can implement, ensuring they align with what brides care about.
For example:
Key Insight: "Brides prefer real wedding photos over staged ones (77%)."
Actionable Insight: "Venues should feature real wedding galleries prominently on their website and Instagram, highlighting diverse setups, weather contingencies, and unique decor choices."
Another example:
Key Insight: "Brides want instant pricing transparency (15%) and a real-time pricing builder (46%)."
Actionable Insight: "Develop an interactive pricing tool on the venue’s website that allows brides to explore estimated costs, add-ons, and packages without having to inquire via email or phone."
4. Ensuring Practicality & Prioritization
Finally, I:
Grouped insights by impact level – I ensured that the most impactful strategies (such as real wedding photos, pricing transparency, and online tools) were emphasized.
Balanced feasibility vs. effort – Some insights require low effort, high impact (e.g., improving Instagram geotags), while others are high effort, high impact (e.g., building an AI-powered venue comparison tool).
Maintained alignment with real-world constraints – I considered what is realistic for wedding venues to implement based on budget, technology, and industry norms.
1. Venue Discovery
Actions to Increase Venue Discovery Among Brides:
Strengthen Google Search Presence
Enhance Instagram Strategy
Optimize Wedding Website Listings
Leverage Personal Recommendations
Engage Wedding Planners
2. Instagram Content That Catches Brides Attention
Actions to Improve Instagram Engagement:
Prioritize Real Wedding Content
Curate Aesthetic Photos & Videos
Showcase Unique Venue Features
Incorporate Behind-the-Scenes Content
Use Geotags & Hashtags Effectively
3. Website Engagement amp; Retention
Actions to Keep Brides on the Website Longer:
Improve Photo Gallery
Add Transparent Pricing Information
Detail All Venue Offerings & Services
4. Building Trust Through Real Wedding Content
Actions to Increase Venue Trustworthiness:
Replace Staged Photos with Real Weddings
Share Real Couple Stories
Highlight Wedding Transformations
5. Prioritize Tools for Venues to Enhance Bride Experience
Actions to Improve Pricing Transparency:
Develop a Real-Time Pricing Builder
Offer an AI Chat for Pricing Comparisons
Create a Video Library of Past Weddings
6. Optimizing the On-Site Visit Experience
Actions to Make Venue Tours More Impactful:
Train Staff for Warm & Engaging Tours
Maintain Impeccable Cleanliness
Emphasize Venue Flexibility
Create an Emotional Connection
7. Using AI for Wedding Planning
Actions to Improve AI Adoption in Wedding Planning:
Increase Awareness of AI Planning Tools
Offer AI-Based Venue Suggestions
8. Leverage Pinterest for Personalized Recommendations
Actions to Implement a Pinterest Recommendation Engine:
Enhance Personalization Beyond Aesthetics
Allow users to specify must-have requirements (e.g., near a specific church or airport).
Improve AI Context Awareness
Support Iterative Refinement
9. Factors That Influence Wedding Venue Booking
Actions to Address Key Booking Considerations:
Offer Budget-Friendly Payment Options
Ensure Venue Accessibility & Convenience
Showcase Full-Service Convenience
Improve Booking Transparency
10. Leveraging Online Tools for Better Venue Selection
Actions to Enhance Virtual Venue Exploration:
Launch an Availability Calendar
Enhance 360° Virtual Tours
Bonus: Ideal Venue Check-In Frequency
Actions to Improve Communication:
Implement Monthly Check-Ins
Provide Custom Check-In Options
To get to this point I spent over 40 hours selecting research participants, watching their interviews, and then analysis. Lets see how the manual human approach compares with Strella.io automated AI insight analysis.
My process for gaining these insights was immediate, easy and had the drill down capability to go as deep as I wanted.
1. When researching wedding venues, how did you first hear about the ones you almost booked but didn’t?
Summary
Instagram and Facebook are popular tools for discovering wedding venues due to their visual and community-driven nature. Google remains a primary search tool, while personal networks and wedding planners provide trusted recommendations.
Insights:
Wedding Planners as Key Venue Sources
Facebook Groups Offer Localized Recommendations
Google as a Primary Search Tool
Personal Networks Influence Venue Choices
Instagram as a Visual Discovery Tool
Recommendations to Improve Wedding Venue Discovery
Leverage Social Media for Venue Discovery
Enhance AI-Driven Search-ability
Incorporate Facebook Group Insights
Strengthen Wedding Planner Integration
Facilitate Personal Network Sharing
2. Log into instagram and then show me a venue’s Instagram post that made you want to learn more.
Summary
Visual appeal and real wedding content are key factors in attracting interest in venue Instagram posts. Unique features and organized content access further enhance user engagement and interactions.
Insights:
Real Wedding Content Enhances Authenticity
Visual Aesthetics Drive Interest in Venue Posts
Venu’s Unique Features and Settings Attract Attention
Ease of Access to Wedding Content is Appreciated
Recommendations to Improve Venue Engagement on Instagram
Prioritize Real Wedding Content for Authenticity
Optimize Visual Aesthetics to Drive Engagement
Showcase Venue’s Unique Features & Settings
Improve Content Organization & Accessibility
3. Now, think of a venue website you stayed on longest. What made you stay – photos, instant pricing, or something else?
Summary
Photos are the most influential factor in keeping users engaged on venue websites, while instant pricing, though appreciated, is less commonly available. Providing detailed information about amenities and ensuring transparent pricing can further enhance user experience and trust.
Insights:
Photos are the primary draw for venue websites
Instant pricing aids decision-making but is less common
Additional venue details enhance user engagement
User trust in pricing information is low
Recommendations to Improve Wedding Venue Website Engagement
Enhance Visual Appeal with High-Quality Photography & Video
Implement Transparent, Instant Pricing Options
Detail Amenities & Customization Options
Improve Website Navigation & Booking Experience
Build Trust with Social Proof & Reviews
4. How does the type of content presented by a venue (e.g., real couples’ planning journeys vs. standard photos) impact your perception of its trustworthiness?
Summary
Real photos and stories from actual weddings significantly enhance a venue's trustworthiness. Standard photos often fail to provide the context and authenticity that potential clients seek.
Insights:
Real Event Photos Provide Comfort
Real Wedding Photos Show Venue Flexibility
Real Photos Enhance Trustworthiness
Real Couples’ Stories Add Authenticity
Standard Photos Lack Context
Recommendations to Increase Trustworthiness Through Venue Content
Prioritize Real Wedding Photos Over Standard Promotional Images
Showcase Real Couples’ Planning Journeys
Enhance Transparency with User-Generated Content
Provide Context with Detailed Captions & Descriptions
Increase Engagement with Interactive Content
5. If we could build ONE tool for venues, which would help you most? Tell us why you chose that
Summary
The research indicates a strong interest in tools that enhance venue selection and planning, with a video hub of past weddings, a real-time pricing builder, and an AI chat for venue comparison being the most desired. Each tool offers unique benefits, from providing inspiration and budget transparency to simplifying the venue comparison process.
Interactive tool that allows couples to adjust guest count, catering, décor, and add-ons to see instant price estimates.
Includes toggles for seasonal discounts and peak vs. off-peak pricing.
Directly integrates with venue booking systems to provide accurate quotes.
Option to compare different budget scenarios (e.g., “What if I add a live band?”).
AI Chatbot for Venue Comparison (Simplifying the Decision Process)
An AI assistant answers questions like “Which venue has the best indoor space for 150 guests?”
Allows couples to enter preferences and get a shortlist of matching venues.
Pulls data from past weddings to show real examples (e.g., “Here’s a fall wedding at this venue”).
Can generate side-by-side comparisons of amenities, pricing, and availability.
6. How do you prefer to book your wedding venue?
Summary
The preference for booking wedding venues leans heavily towards in-person visits, with many valuing the personal touch and atmosphere assessment. While online platforms are used for initial research, personal interaction remains crucial in the final decision-making process.
Insights:
In Persons Visits Are Crucial
Venue Atmosphere Influences Decisions
Trustworthy Online Platforms Preferred
Planners Simplify Venue Booking
Online Booking Needs Personal Touch
Recommendations to Improve the Venue Booking Experience
Since couples prefer in-person visits but rely on online research to shortlist venues, the best approach is a hybrid booking experience that combines online convenience with personal interaction.
Streamline In-Person Visits for a Better Experience
Offer exclusive venue tour slots with guided walkthroughs (both individual and group).
Provide personalized visit itineraries (e.g., sample décor, customized setups based on their style).
Implement a “Day in the Life” experience, letting couples see a live wedding setup if possible.
Follow up immediately with a custom proposal tailored to their preferences.
Enhance Online Research & Booking Features (Trust & Convenience)
Live Virtual Tours: Offer Zoom or pre-recorded walkthroughs with real wedding footage.
Instant Pricing Calculator: Allow couples to input guest count, catering choices, and extras to get real-time estimates.
Transparent Availability Calendar: Show open dates and peak vs. off-peak pricing.
AI-Enhanced Venue Matching: If a couple visits but doesn’t book, suggest alternative venues that fit their style.
Bridge the Gap Between Online & In-Person Booking
AI-Powered Chat Assistant: Answer FAQs, recommend similar weddings, and book tours instantly.
Virtual Reality Previews: Let couples visualize different setups in their preferred style.
Reserve Now, Finalize Later” Option: Allow couples to hold a date with a refundable deposit while they confirm details.
Dedicated Booking Concierge: Assign a human expert to guide them from inquiry to booking.
7. Have you used ChatGPT or Zola’s AI tools for planning?
Summary
The findings reveal a limited use of AI tools for wedding planning, with many interviewees unaware of their potential benefits. However, those who have used AI tools in other contexts or for wedding planning found them helpful, indicating a need for increased awareness and education on their capabilities.
Insights:
Limited use of AI Tools for Wedding Planning
AI Tools as a Helpful Resource for Planning
Positive Experiences with AI Tools in Other Contexts
Potential for AI Tools to Assist In Decision-Making
Need for Education on AI Tool Capabilities
Recommendations to Increase AI Tool Adoption for Wedding Planning
Since AI tools for wedding planning have low awareness but high potential, the focus should be on education, visibility, and demonstrating clear benefits to couples.
Increase Awareness Through Targeted Education
Content Strategy: Create blog posts, short videos, and testimonials showcasing how AI tools save time and reduce stress.
Social Proof: Feature real couples who successfully used AI tools for venue selection, budgeting, or styling.
Free AI Tool Trials: Let users test AI-driven recommendations for venues, budgets, or guest seating.
Collaborate with Influencers: Partner with wedding planners and influencers to showcase AI-powered planning.
Show the Tangible Benefits of AI Tools
AI Venue Matcher: Compare venues based on aesthetic, price, and availability.
Budget Optimizer: AI suggests how to allocate the budget based on priorities.
Timeline Generator: Personalized wedding planning timelines based on preferences.
“Ask an AI Planner” Feature: A ChatGPT-style assistant that provides recommendations on-demand.
Build AI Tools into Existing Planning Platforms (Reduce Friction & Encourage Use)
AI-Powered Q&A on Venue Pages: “Does this venue fit my budget?” → AI provides a quick response.
One-Click AI-Generated Planning Guides: Couples receive a personalized plan after answering a few questions.
Chatbot on Wedding Websites & Apps: Provide AI-driven help at every stage, from RSVP tracking to vendor selection.
8. Rate how helpful an AI that suggests wedding venues based on sharing your Pinterestboard would be and tell us why you chose that.
Summary
The AI's ability to suggest wedding venues based on Pinterest boards is generally seen as helpful, especially for visual planners. However, its effectiveness is limited by practical constraints and its reliance on Pinterest, which may not appeal to all users.
Insights:
Geographic and Practical Constraints Limit AI Usefulness
AI Venue Suggestions Enhance Visual Planning
AI as a Starting Point for Venue Selection
AI's Limited Appeal to Non-Pinterest Users
AI Can Uncover Hidden Venue Gems
Recommendations to Improve AI-Driven Venue Suggestions Based on Pinterest Boards
While AI-powered Pinterest-based venue recommendations are appealing to visual planners, their usefulness is limited by geographic, budget, and personal constraints. To increase adoption and effectiveness, the AI tool should offer broader customization and practical insights beyond just aesthetics.
Leverage real wedding data from Instagram and venue websites to recommend under-the-radar locations.
Show AI-curated mood boards alongside venue recommendations to illustrate why they match the vision.
Offer side-by-side comparisons of venues based on aesthetic fit, price, and logistics.
Position AI as a Planning Companion, Not a Final Decision-Maker
Provide “shortlist refinement” tools where users can rate AI suggestions to refine results.
Integrate real reviews & testimonials from couples who booked through AI recommendations.
Offer a “Next Steps” guide to help users schedule tours, contact venues, or get pricing estimates.
9. What would make you more likely to book a wedding venue?
Summary
Budget, location, and unique features are key factors in choosing a wedding venue. Personal interaction and tours also play a crucial role in the decision-making process.
Insights:
Budget and Pricing Are Key Considerations
Location and Accessibility Matter
Importance of Personal Interaction and Tours
Unique Features and Aesthetic Appeal
Recommendations to Improve the Venue Selection Experience
Couples prioritize budget, location, unique features, and in-person visits when selecting a venue. To improve the experience and increase bookings, venues should enhance transparency, showcase their uniqueness, and simplify the tour process.
Increase Budget Transparency
Offer instant pricing calculators based on guest count, package selection, and add-ons.
Provide real wedding cost breakdowns to set realistic expectations.
List seasonal pricing variations to help couples plan within their budget.
Improve Location & Accessibility Visibility
Show interactive maps with nearby airports, hotels, and local attractions.
Offer “guest experience guides” highlighting local dining, activities, and accommodations.
Provide virtual venue tours for remote couples who can’t visit in person.
Highlight Unique Venue Features & Aesthetic Appeal
Create a video hub of real weddings to showcase how the space transforms.
Offer customizable venue layouts to help couples envision different setups.
Feature 360° virtual walk-throughs to bring the space to life online.
10. Are online tours or calendars showing available dates helpful?
Summary
Online tours and availability calendars are generally seen as helpful tools for venue selection, aiding in efficient planning and providing initial impressions. However, some users prefer direct communication for the most accurate and up-to-date information, highlighting the need for regularly updated online tools.
Insights:
Online Tours Provide Valuable Initial Impressions
Online Tools Streamline Venue Selection Process
Availability Calendars Aid in Efficient Planning
Online Booking Systems Can Undermine Venue Credibility
Direct Communication Preferred for Up-to-date Information
Recommendations for Improving Online Tours & Availability Calendars
While online tours and availability calendars help streamline venue selection, they must be accurate, regularly updated, and paired with direct communication to maintain credibility.
Include real wedding photos/videos to showcase different décor and lighting conditions.
Allow users to interact with key areas (e.g., move furniture, adjust lighting).
Improve Availability Calendars for Efficient Planning
Implement real-time availability calendars that sync with the venue’s booking system.
Allow users to filter by season, price, or capacity to find dates that fit their needs.
Offer a “Hold My Date” feature, where couples can place a soft hold for a short period.
Maintain Credibility with Regular Updates & Direct Communication
Display a “Last Updated” timestamp on availability calendars.
Offer a “Request to Confirm Availability” button for instant verification with venue staff.
Integrate AI-powered chatbots to answer availability and booking questions in real time.
Bonus. After inquiring, did any venue's follow up feel too pushy?
Summary
The perception of pushiness in venue follow-ups varies, with calls often seen as the most intrusive method. Personalization and understanding the sales perspective can help mitigate negative perceptions, while respectful email follow-ups are generally well-received.
Insights:
Some Venues Respect Boundaries and Are Not Pushy
Calls Are Perceived as the Most Intrusive Follow-Up Method
Hummingbird Nest’s Follow-Up Felt Impersonal and Pushy
Understanding the Sales Perspective Can Mitigate Pushiness Perception
Recommendations for Improving Venue Follow-Ups Without Feeling Pushy
Balancing follow-ups with respect for couples’ decision-making process is key. Overly aggressive tactics—especially intrusive calls—can turn couples away, while personalized, well-timed emails are generally appreciated.
Replace Cold Calls with Thoughtful Email Follow-Ups
Use a gentle, personalized approach in emails. Example:
“Hi [Couple’s Name], we loved chatting with you about [Venue Name]. Just checking in to see if you had any questions—happy to help!”
Offer a clear next step rather than an open-ended push.
Space follow-ups 3–5 days apart to avoid overwhelming prospects.
Personalize Follow-Ups Based on Inquiry Details
Reference specific details from their inquiry (e.g., “Since you mentioned loving outdoor ceremonies, here are some past wedding photos from our garden space!”).
Segment follow-ups based on interest level—don’t send the same message to a couple just browsing and one ready to book.
Respect Boundaries & Offer an Easy Opt-Out
Ask for preferences: “Would you like occasional updates or prefer to reach out when you’re ready?”
Make it easy to opt out without awkwardness: “If you’ve found your venue, just let us know, and we’ll stop reaching out—but we’d still love to celebrate with you!”
I am simply blown away that Strella analysis was instantaneous was comparable to 40+ hours of human analysis. Lets compare the action items based on human key takeaways and summary + insights of AI
A table summarizing the key differences between Human insights and Human and Strella Insights
Looking at the table comparing human-only analysis versus human + Strella AI analysis, I can see some clear differences in the approach and outcomes.
My analysis (which took 40+ hours) focused on traditional marketing channels and strategies. For example, the first action item "Strengthen Google Search Presence" suggests investing in standard SEO practices, while "Enhance Instagram Strategy" points to conventional social media marketing. Similarly, "Optimize Wedding Website Listings" indicates a focus on traditional digital directories. "Leverage Personal Recommendations" and "Engage Wedding Planners" represent classic relationship-based marketing approaches that wedding venues have relied on for years.
In contrast, the my analysis + Strella AI analysis (completed in just 4+ hours) takes a more technology-forward and integrated approach. For instance, "Leverage Social Media for Venue Discovery" suggests a more comprehensive social strategy beyond just Instagram. "Enhance AI-Driven Searchability" directly incorporates AI technology into the marketing approach. "Incorporate Facebook Group Insights" demonstrates a focus on community-based data mining that might reveal trends human analysis alone would miss. "Strengthen Wedding Planner Integration" suggests systematic partnerships rather than just engagement, while "Facilitate Personal Network Sharing" indicates creating systems that make word-of-mouth more scalable.
The time savings benefit of using Strella AI is perhaps the most striking aspect of this comparison. Completing comparable analysis in just 4+ hours versus 40+ hours represents a 90% reduction in time investment. This dramatic efficiency gain transforms how wedding venues approach their marketing strategy development. Instead of a product manager spending an entire work week analyzing trends and developing recommendations, they could get comprehensive insights before lunch and spend the afternoon beginning implementation. For small venue teams where staff often wear multiple hats—handling everything from tours to social media to event coordination—this kind of time efficiency could mean the difference between having a strategic marketing plan and simply reacting to inquiries as they come in. The table clearly demonstrates that AI doesn't just save time—it provides a different analytical lens that complements human insight while dramatically accelerating the strategic planning process.
The Future is Hybrid
Throughout this article, we've explored how AI-powered qualitative research can transform the way wedding venues understand and connect with brides-to-be. By building a structured qualitative research framework, venues can systematically uncover insights that would otherwise remain hidden. Creating detailed Ideal Customer Profiles ensures that research efforts target the right participants, leading to more relevant findings and actionable strategies.
The comparison between traditional human analysis and AI-enhanced approaches reveals the dramatic benefits of integrating tools like Strella into the research process.As we've seen, what once required 40+ hours of human analysis can now be accomplished in just 4+ hours when AI and human insights work in tandem. This efficiency doesn't come at the expense of quality—in fact, the AI-enhanced approach often reveals novel insights about customer discovery journeys, venue preferences, and decision-making factors that might be missed through traditional methods alone.
Perhaps most importantly, AI-powered interviews excel at extracting the emotional and behavioral insights that truly drive wedding venue selection. By understanding not just what brides want but why they want it, venues can create more meaningful connections through authentic content, transparent pricing, personalized follow-ups, and features that resonate on an emotional level.
In our next article, "Defining the Wedding Venue Problem Statement," we'll bring together all the insights from our exploration of quantitative data analysis and AI-powered qualitative research to identify the core challenges facing today's wedding venues. Drawing from both our written content and video demonstrations of AI tools in action, we'll craft a comprehensive problem statement that will guide our solution development for the remainder of this series. You'll discover how combining hard data with emotional insights creates a powerful foundation for innovation, allowing venues to address the specific pain points that truly matter to couples while differentiating themselves in a competitive market. Whether you're struggling with digital presence, pricing transparency, follow-up processes, or creating authentic connections, our upcoming problem statement framework will give you the clarity needed to prioritize your most impactful opportunities for growth.
"The best UX research isn’t AI vs. Humans—it’s AI + Humans. Specifically AI + Strella. With Strella I was able to create a better analysis then on my own...IN 1/10 the time."
Amazing and thank you for sharing!! ??
Thank you SO much for putting together this report!! We loved working with you and it's incredible that Strella not only saved you time, but gave you insights you wouldn't have found otherwise!!
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