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  • FMCG Into Africa

    With 54 countries and just over 1 Billion consumers, Africa can seem daunting for companies that want to enter and develop their business on the continent. Read More
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If you don’t know how a consumer thinks, you don’t know them at all - Psychographic profiling a great tool for shopper marketing

Today’s consumer is a complicated beast and simply classifying them based on a demographic perspective is a big blunder.

Demographics don’t take the personality, values, attitudes, interests, beliefs and lifestyles of consumers into account. If you don’t incorporate these insights into your campaigns they’ll flop because you didn’t create an emotional connection to your consumers. Psychographic profiling is a critical tool that gives manufactures and retailers keen insight into the mysterious world of the consumer…

Why more fancy tests?

Psychographic research is taken from shopper data and consumer research, both quantitative and qualitative, and is essential to uncovering why consumers are buying a product. It is only at this point that you can identify the functional and emotional needs of the consumer, and whether they are being met. Ideally you want to identify the consumers’ unmet functional or emotional needs with your brand messaging.

The whole person/peg…

Marketers need to look at the consumer as a whole person: who are they and why do they buy products the way they do? How much they earn, where they are located and what they purchase (demographic bases research) won’t really explain the big “why” into what motivates consumer behaviour. 

People in a specific income category don’t necessarily all want the same thing, they see the world differently and it’s this factor that brands need to explore.  When you create functional benefit for square pegs and advertise to square pegs, only square pegs will buy your product. It’s almost like cutting off your nose to spite your ‘products face’ because you have effectively ignored all the round, triangular and oblong pegs out there.

Functional benefits alone don’t always connect

A functional benefit in the detergent category is a product that’s excellent at removing stains. However, when you delve into the psychographics of certain women they believe: “If my kids look their best, they will perform their best and therefore I am a good mom.” If brands can’t make the emotional connection this this belief, they have failed. 

Relating to the consumer and their peg shape

Your starting point must always be to understand how to connect with consumers in a way they relate to. In turn they will connect back by purchasing your product. It’s essential to develop a message that resonates with your consumers’ different beliefs. I.e. square pegs hate stains and want to be good mothers while round pegs also hate stains but want to use a product that is easier on the environment. Once you have established that your potential market share is made up of mostly square and round pegs then you define the message vehicle to reach them.  

All in all understanding what motivates consumers can be a labyrinth of ‘ifs’, ‘ands’, or ‘buts’ that unless properly researched and quantified will leave most manufactures and retailers out in the cold unless they knuckle down and commit to knowing their market and more importantly what kinds of people it is made of. 

 

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