Tuesday, October 10, 2017

Customer Profiling

Customer profiling helps organizations identify and then effectively target the most lucrative customer segments including how to best reach them in the shopping process and what brand messages are likely to work best with them.

We help organizations profile their customers in actionable ways. First, we measure brand purchase intent. We then discover the values, attitudes, aspirations, behaviors and demographics that have the highest correlation with high purchase intent for their brand. This helps us identify different customer segments for targeting, including the most promising segments. For more information on customer segmentation, go here or here.

Specifically, we measure the following:
  • Brand purchase intent
  • Customer demographics:
    • Age
    • Gender
    • Marital status
    • Employment status
    • Occupation
    • Presence of children
    • Household income
  • Shopping behaviors:
    • Where information is gathered
    • Influencers
    • Distribution channels and stores shopped
    • Purchase frequency
    • Average amount spent
    • Importance of quality
    • Importance of design
    • Importance of customer service
    • Importance of price and price discounts
  • Values, attitudes and aspirations
    • Lifestyle/activities (3-6 statements)
    • Shopping (3-6 statements)
    • Self-perception and personal style (3-6 statements)

We can also include product usage questions, depending on how many categories the brand represents. And we can correlate values, attitudes, aspirations, behaviors and demographics with brand preference and brand loyalty (including Net Promoter Score) as well.

If you do not have an actionable profile of your customer, you should consider doing this work. It makes your marketing spend much more effective and efficient. 

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