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Using Netnography To Map Audience Behaviour

Industry: Market Research
Tools: Brandwatch and Audiense
Market: USA, Pennsylvania
Methodology: Audience Segmentation, Profiling and Netnography

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Challenge:

Global insurance company MAPFRE needed to improve its messaging and drive more efficient engagement through a more in-depth understanding of its target audience, Millennials in Pennsylvania. They asked us to help them develop a clearer picture of this audience in order to:

  • Increase market share
  • Drive awareness and brand advocacy
  • Tailor their product packages and associated messaging
  • Improve the efficiency of its social messaging

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