Using Psychographics as a baseline for segmentation, marketers are able to understand the reasoning behind consumer behavior, what subconsciously drives them to purchase a product or a service.
In the modern day of Big Data, there exits still a gap between Sport Clubs and their Fans in terms of Social Media activity and engagement. However, by focusing on the inner motivations and the emotions Fans have when discussing on Social Media combined with the clubs own CRM data, sports clubs can connect with […]
There have been various methods over the course of the years of trying to understand the reason behind consumers’ actions. With the most popular one being behavioral analysis, which focuses on the previous actions of consumers like their purchasing behavior or online activities. Although this process gives an indication towards consumer tendencies, are decisions just based on past behaviors?
The answer is no, your decisions are based on who you are.
In order to bridge this gap, companies need to first understand who their consumers are and the reasons behind their actions (why). This combination of the WHO and WHY generates a deeper understanding of the consumer base and the best way to target them. And companies need only utilize psychological modules on the already available big data that they possess (emails, survey data, social media data, all CRM data and so on).