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Audience Insights

We deliver audience profiling and segmentation outputs that are rich in actionable insight. Leveraging behavioural and attitudinal data, we produce meaningful customer segments that provide deeper insights about the audiences that matter to your brand or service.

Combining the efficiencies brought by AI with the uniquely human values of empathy and cultural sensitivity, our approach to audience profiling delivers a comprehensive and nuanced view of your social digital target audiences’ profiles and can be applied to understand their:

Who are they and where can we locate them?

What do they think about your category and brands within it?

What messages cut through the clutter and make this audience react positively?

How do they make decisions, what are their drivers and barriers of purchase?

Where can you target them most efficiently, across mainstream media and niche online titles?

What do they enjoy doing in their spare time? Where are the content or sponsorship opportunities for your brands?

Do you have difficulty with audience profiling?

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The steps to producing in-depth audience profiling

Discover

Build the sample from a flexible variety of approaches. Depending on your objectives and target market analysis, we can build an audience to match your needs. This could comprise your existing followers or those of your competitors, existing advocates or detractors of your brand, or people discussing specific topics that indicate an interest in purchasing within your category.

Audience Segmentation

Audience segmentation (or sometimes referred to as customer segmentation, consumer segmentation, market segmentation) is the practice of dividing consumers into meaningful and manageable subgroups based on defined criteria. At Convosphere, we deploy sophisticated audience segmentation tools to detect patterns within the sample, clustering people based on their shared behaviours, interests or characteristics. In this way, you can develop a more efficient targeting strategy and reach more relevant consumers in a more cost-effective way.

Profile

We analyse and project commonalities in behaviour, geo-demographics, interests and content engagement to uncover your target audience profile. Outputs include media and brand preferences and wider lifestyle insights. These in-depth pen portraits bring your customer segments to life. We present each target market as people, not data points. We understand their beliefs, ways of seeing the world and attitudes about the world around them.

Track

People are not static creatures. We do not stand still for very long and should not be analysed in such a way. Our behaviours develop as we absorb new information and we can always change our minds! Our approach affords you the opportunity to listen and understand your target audiences dynamically. After creating your customer segmentation and market mapping, we listen to what your prioritised segments are saying and doing across the social web and identify the opportunities to engage and target them with specific, tailored communications. Our analysis and profiling will give you all the information you require to make robust business decisions, such as who to target, where to place your media spend, and how to optimise engagement with the best content.

Unearthing new target audiences

Our approach to customer segmentation analysis means that we are not defining the parameters against which to cluster consumers. Rather, we are led by our consumers’ natural behaviours. This means that in many projects, we uncover previously unconsidered sub groups and clusters of people who can represent a potentially lucrative and important new market.

By segmenting and profiling an audience in this way and utilising audience profiling tools, an organisation can get a clear understanding of who it needs to target and how to do this.

Understanding the industry and what your brand wants to achieve is key in delivering your objectives.

Audience segmentation focuses your marketing efforts into becoming more personalised. This brings benefits of defining your target audience, tailoring your marketing strategy, driving conversion rates and enabling you to build a relationship with your customers. After all, when a customer feels like something relates to them, they’re more likely to invest and be receptive. When carried out correctly, segmentation makes marketing personalised.

To learn more about our audience segmentation methods and how they can help you manage your consumer relationships, please get in touch today to receive further information from one of our analysts.

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