Accurate audience segmentation requires a ton of work and often involves unreliable methods.Brands frequently miss
the correct data on audiences, and that leads to a mountain of problems: bad audience segmentation can doom everything from customer targeting, advertising, product innovation, and competitive advantages.The insights available through social listening go beyond demographics to implement
psychographic segmentation. Paired with...
How to Build Powerful Audience Segments with Better Insights
By Derek Franks • December 9, 2019
0 Comments Click here to read/write comments
Topics: social media, audience segment, audience, social media listening, social listening, consumer research, social listening tools, competitive analysis, social listening data, demographics, buyer personas, customer personas, target audiences, how to use social listening, audience segments, audience segmentation, psychographics
The Ultimate Report on Beauty and Cosmetics Consumer Trends in 2019
By Derek Franks • August 26, 2019
Natural. Organic. Healthy.
These terms now drive buying habits in all types of consumer goods markets. Nowhere is this more evident than in the beauty, cosmetics, and hygiene industries.
The data is clear: natural beauty is the best beauty in 2019 and beyond.
Our social insights report for the beauty industry is your official guide to the latest consumer trends in the beauty and cosmetics industry.
What do people want most in their...
0 Comments Click here to read/write comments
Topics: social media, beauty, audience segment, advertising, branding, social media data, social listening, consumer research, competitive analysis, competitive intelligence, social listening data, digital marketing, social media analytics, campaign analysis, how to use social listening, cosmetics, audience segments, audience segmentation
Brand New Consumer Insights for the Healthcare and Pharma Industry
By Connor Doolan • March 6, 2019
When it comes to healthcare, what topics does an average consumer care about most? How do they talk about how their healthcare experiences online? What impacts their daily lives most?
From regular doctor’s visits to the management of longer-term illnesses, the pharmaceutical and healthcare industries touch all of our lives in important ways.
People from all walks of life discuss their various healthcare customer experiences online, leaving a...
0 Comments Click here to read/write comments
Topics: audience segment, social listening, social listening tools, social listening data, digital marketing, demographics, Report, text analytics, pharmaceutical, pharma report, healthcare
Analyzing Gen-Z Pinterest Users with Social Listening
By Derek Franks • January 22, 2019
You may be like a lot of other business, research or agency team members out there, often finding yourself asking: “who the heck are these Gen-Z people?!”
Those belonging to Generation Z, born between 1995 and 2013, are a puzzle. But they are a puzzle worth solving. Why? Because they are starting to spend money.
What do they want? What do they talk about online? How do they buy? It’s a mystery. The answers to the riddle lie on social media,...
0 Comments Click here to read/write comments
Topics: social media, audience segment, social media strategy, social media data, social listening, social media marketing, social listening data, demographics, target audiences, social media analytics, pinterest
How Nike’s Audiences Reacted to the Colin Kaepernick Campaign (And Why That’s All That Matters)
By Derek Franks • October 9, 2018
In case you’ve been living under a rock… Nike did a thing with ex-NFL star turned advocate Colin Kaepernick.
Some people loved it.
Some people did not love it.
Some people burned their Nikes.
Some people burned their New Balances on accident.
Nike’s new campaign, which launched Labor Day weekend, shows the brand taking a stand with Kaepernick, whose profile is featured in the image with the words “Believe in something, even if it means...
0 Comments Click here to read/write comments
Topics: audience segment, social listening, social listening data, target audiences, campaign analysis
REPORT: Analyzing Airbnb's Adventurous Travelers
By Derek Franks • August 22, 2018
How does Airbnb, one of the world’s most visible and well known brands, connect so well with their audiences?
What can the teams who work for the Airbnb brand do to continue that trend?
And what can we all learn from the brand’s successes that we could apply to our own situations?
Great questions!
If you’re like us, you’re curious as to what it is that makes an innovative company so innovative and continue to break the mold in a noisy,...
0 Comments Click here to read/write comments
Topics: audience segment, social listening data, customer personas, social media analytics
5 Ways Social Listening is Transforming the Marketing Strategist Role
By Derek Franks • October 23, 2017
Marketing strategists have a big role. Not only in scope and bandwidth, but also in business impact.
It’s their research, analysis, and data-driven idea creation that can help lead teams to the marketing strategies that drive brand growth and help companies connect with new customers.
Having worked on teams with some great strategists, I’ve experienced first hand the challenges faced and opportunities created by strategists. I’m all in on...
0 Comments Click here to read/write comments
Topics: audience segment, social media strategy, social listening, marketing strategy
Beer isn’t just for Boys: Using Social Data to Reach New Audiences
By Madi Harmon • August 11, 2016
Drinking beer is a boy’s club, or at least it was.
For years beer advertisements have targeted the most consistent and loyal consumers, men, and often have ignored or portrayed women as objects of desire.
Check out how far Bud Light missed the mark with women in its 2014 #UpForWhatever campaign by implying that beer should be used to “remove no from your vocabulary for the night.”
Despite a turbulent history with the female demographic, these...
0 Comments Click here to read/write comments
Topics: marketing, social media, sentiment, audience segment, audience, social data, social data research, advertising, perception, social media research
Marketing Disney's New Star Wars for 'May the Fourth'
By Jordan Hanson • May 3, 2016
"Disney's gonna ruin Star Wars."
I said it. My friends said it. Critics even said it, but the data says otherwise.
Aside from raking in $2 billion at the box office globally, Star Wars: The Force Awakens represents a potential cash cow for the media giant if they can effectively market Star Wars to fans both new and old.
In 2011, at Toronto Underground Cinema in Canada, fans marked the first ever Star Wars Day, the target holiday for the Jedi...
0 Comments Click here to read/write comments
Topics: brands, star wars, audience segment, disney, audience, brand perception
