How do you formulate the consumer groups that you target? Are they informed by data points beyond traditional demographic, firmographic and psychographic measures?
If not, your target personas are likely black and white portraits in a world of colorful consumers. To turn these portraits into vibrant, insight-filled panoramics, you need to incorporate different data types.
Relative Insight’s latest Spotlight Series webinar will illustrate how to integrate a variety of data points and cultural signs to build vivid target consumer groups. Are you too cool for Juul? Using text analysis to deconstruct consumer tribalism will take an in-depth look at how you can use text data and semiotics to identify the tribes which define buyers’ behavior.
Yvette Stimson, Senior Account Manager at Relative Insight, will outline how you can use text analytics to identify consumer tribes through text data. She’ll detail how a Relative Insight study into vaping tribes revealed five detailed consumer groups by segmenting and analyzing open-ended survey responses.
Joining Yvette on the webinar is Mark Lemon, Associate Director at semiotics and cultural insight agency Sign Salad. Mark will offer an introduction to semiotics, including general semiotics principles plus how consumers instinctively interpret and communicate meaning through purchasing decisions and behaviors. He’ll then explain how these ladder up to form consumer tribes.
Extracting every insight from surveys
Traditionally, surveys focus heavily on closed questions which require respondents to select pre-defined answers. The rationale behind this is that it’s been too laborious to undertake a full analysis of open-ended responses.
This has restricted business understanding from survey responses. Analysts may be able to identify what is happening from calculating percentages and preferences from closed responses, but only open-ended, free text answers offer survey participants’ reasons for their choices – the why. However, open-ends typically form a limited part of surveys; often they’re an afterthought tagged onto the end.
Survey analysis tools change this dynamic. Software like the Relative Insight text analytics platform gives insight teams the opportunity to understand survey respondents’ views efficiently, effectively and without bias.
For example, Relative Insight’s study uncovered 1,000 people’s vaping habits, leisure pursuits and idyllic days, with the survey containing a mix of closed and open-ended questions. Our software processed, categorized and quantified the free text responses within minutes, offering rapid understanding of participants’ reasoning.
The platform also adds value to the data collected in closed questions. You can use these defined responses to segment participants’ free text answers, for example comparing between demographic measures including age and gender.
Splitting by various data points helps you to identify consumer groups and understand tribes.
Tribes emerge in respondents’ use of language
In the Spotlight Series webinar, Yvette will highlight how repeatedly splitting data points gleaned from closed questions, then using these to compare language written by participants in open-ended responses revealed what was unique to them. By quantifying these variations using the relative difference metric across each comparison point and observing overlaps, the study identified five clear consumer tribes:
- Health healers
- Tinker tailors
- Conscious curators
- Mercurial magpies
- Flavor finders