Social Listening Tools are great to measure the engagement and reactions of your activity in Social Media. The main disadvantage of these tools is that they don´t tell you exactly why certain posts have better acceptance and results than others. This could be because the majority of Social Listening Tools are not programmed to deliver […]
It is well known that Marketing has its roots on the famous 4 P´s: Product, Place, Promotion and Price. We also know by heart that every Marketer´s mission is to provide added value to consumers, so they are more likely to be engaged, satisfied and loyal. Constantly when studying people’s behaviour in the attempt to […]
A sea change is underway in the world of consumer brands. The craft beer boom a decade ago showed that while the previous generation of consumers trusted the brands they knew best and convenience was king, today, people look for very different values in companies to which they pledge their loyalty. Authenticity is now […]
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 today’s world, as companies become more data driven, the problem can arise of becoming overwhelmed with the high volume of data they receive and/or not knowing what to do with all the data they already have
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).