How can brands get a broader idea of who their audience is and how they behave online? 

 Traditional methods, like surveys and focus groups, aren’t a bad start when trying to understand a consumer audienceBut these methods don’t reveal two important sides to an audience: their unprompted opinion and their digital behaviour. 

CONSUMER SEGMENTATION

Characterising and segmenting your addressable audience according to shared behaviours and attitudes

KEY INSIGHT NEED

I want to understand… the major tribes that exist in my consumer base

By revealing… the broad behaviours and attitudes they have in common, and how they differ

So that I can… use shared perspectives to demonstrate empathy and passion points to demonstrate relevance and build connections

OUTPUTS & APPLICATION

  • Establishing which tribes who are within your consumer-base to target with comms
  • Extending the understanding of your consumer-base to enrich with online attitudes and behaviours

SERVICE DESCRIPTION

Understanding the diversity in a consumer audience and segmenting them via a greater understanding of audience emotions, perceptions & behaviours

DATA COMPONENTS

Twitter Forums & Blogs
Reddit Instagram
Survey / GWI

 

INFLUENCERS & INFLUENCE

A guide to who, what and where relevant influence comes from

KEY INSIGHT NEED

I want to understand… what and who influences consumer perceptions, emotions, purchasing and usage habits

By revealing… the individuals and concepts/topics that most influence consumers

So that I can… identify the best brand / influencer fit matched to topics to maximise credibility, expertise and authenticity

OUTPUTS & APPLICATION

  • Understanding the themes & topics driving consumer interest in a category
  • Identifying and segmenting relevant influencers to create Archetype profiles for multi purpose use

SERVICE DESCRIPTION

A 360° approach to looking at how and why interest and advocacy in a category develops and manifests online. Creating Archetype profiles to inform influencer strategies, to target and/or to recruit influencers and delivering actionable insights to inform content co-creation.

DATA COMPONENTS

Google Search Forums & Blogs
Twitter News
Instagram* Facebook*
YouTube* TikTok*

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