Leveraging behavioural and attitudinal data, we produce meaningful customer segments that provide deeper insights about the audiences that matter to your brand or product.
How our cross-market social listening unveils deep insights about consumer behaviour across the consumer electronics market
The consumer electronics sector is characterised by a long customer journey phase. During this phase consumers consult different sources for information to help them decide what and where to buy. By listening for mentions linked to their product and industry, brands will be able to spot emerging trends, gain a holistic view of their position in the space and benchmark their brand against competitors.
Keeping customers content and happy
Subject to a constant influx of new innovations, the consumer electronics industry is driven by strong demand from consumers looking to upgrade to the latest appliance. As high-ticket items, these are rarely bought on a whim but carefully considered purchases and expected to last for years. Although considered long-term investments, brands in this category cannot take customer loyalty for granted. Poor product performance, unsatisfying customer service or tempting offers from rival brands are some of the factors that may trigger users to abandon their go-to for a more attractive contender when the time comes to replace goods.
Consumer-generated reviews and forums help would be-buyers evaluate the options available and ensure they make an informed decision on how to spend their money. While the dynamic nature of peer-to-peer interactions can appear overwhelming for brands, they also present a wealth of opportunities. Whereas once traditional surveys were the only method to gain reliable customer-insight, brands can now treat these online conversations and exchanges as an enormous focus group. By listening for mentions linked to their product and industry, brands will be able to spot emerging trends, gain a holistic view of their position in the space and benchmark their brand against competitors. Through sophisticated multilingual social listening and audience analysis methodologies, these mentions can be broken down by geography, demographic and channels.
Since the preferences of shoppers are affected by their cultural surroundings, lifestyle and age, these insights provide brands the means to target specific audiences through tailored strategies and content. Taking vacuum cleaners as an example – in our research, we’ve found that consumers in some markets value silent technology above anything else while, in others, environmentally friendly technology is a top priority.
Through our sophisticated multilingual and cross-market trend monitoring and brand tracking, and in-house methodologies for competitor benchmarking and influencer identification, Convosphere are experts at generating the insights Consumer Electronics brands need to convince consumers that their product is the one to pick.
Whether you’re looking to improve customer loyalty, capture consumers in the evaluation stage or simply keep an eye on industry movements and consumers’ perception of your brand, social listening holds the key. Contact us today to find out how we can help.
