by Mattr | Nov 30, 2015 | news
Understanding consumers requires more than mere demographic segmentation by age and location. Yet surveys and focus groups take too much time and too much investment to facilitate. Today, thanks to mobile devices and social media, it’s easier to glean insights about consumers and analyze their personalities by diving into and dissecting online conversations and reactions. This real-time personalization is what we, at Mattr, are betting on. Marketing is about painting a story with the consumer by building the right campaign for the right audience. A few years ago, our team identified the big 5 personality traits we saw in social media users by analyzing only their posts: extroversion, agreeableness, neuroticism, consciousness, and openness. From there, we used an expanded brand segmentation model geared towards brands specifically, which are described as either wholesome, daring, reliable, sophisticated, or rugged. These descriptions then mapped out to specific personality types. For instance, wholesome people generally have high levels of agreeableness and high levels of emotional stability, but low levels of neuroticism. Or for the daring descriptor, this might capture individuals who are spirited, imaginative, and generally up-to-date. Generally, they possess high levels of openness and low levels of conscientiousness. Using similar techniques, we were able to analyze someone values on social media based on STEEP, which is an acronym for: Social, Technological, Environmental, Economical and Political. We learned to identify how green/ environmental a consumer might be, or how budget-conscience they might be. Integration Let’s not jump ahead and forget demographics altogether. Age and gender play an important role in the output analysis of certain psychographics. We also consider the differences in industries. Certain clusters of traits will...
