Do you really know who your best consumer segments are? We do! Imagine having incredibly deep insights on who’s purchasing your products in various channels and why. This is what Resonate is doing at massive scale for our CPG clients.
One frustration I often hear from fast-moving consumer goods companies is the lack of easily accessible information and insights on WHY consumers do what they do. Most brands have plenty of sales, distribution, market share, brand health and consumption patterns data, but not much actionable information on the Human Element – the psychographics, motivations, daily habits and values on the people within their most important segments.
Companies that leverage relevant and actionable Human Element insights are 23x more likely to acquire new consumers and 6x more likely to gain new ones, according to McKinsey.
The best way to achieve similar results is to have the best consumer-centric insights at your fingertips. This empowers brands to create content and creative that makes a difference in consumers’ lives and begins to build a lasting and deeper relationship with their products and company.
Let’s look at some of the insights in Resonate’s consumer insights platform for guidance on the ever-changing organic consumer. The Resonate Platform has insights on 37 million people who buy organic food.
At a high level, we start to see an interesting picture of this consumer:
- About half have kids, and over 60% are married
- They buy food based on nutrition and incorporate fitness into their daily routine
- They also reward themselves by visiting spas and enjoying art and music
By looking at their demographics in more detail, we see that 44% of organic consumers are between the age of 25 and 44. Diving deeper into these 16.4 million consumers reveals unique insights that help drive more meaningful segment level insights, ultimately leading to higher engagement, loyalty, consumer acquisition and sales.
One of the many unique insights revealed was that these consumers are significantly less likely to purchase based on price. This insight could have a significant impact on the brand’s trade strategy and save the company millions in unneeded price promotion.
Deeper Human Element insights are available to help organizations move beyond sales data or static custom research to a dynamic world of real-time consumer insights that help define the WHY behind consumer actions and dramatically increase engagement.
Want to learn deep insights on several other consumer segments? Check out our new State of the Consumer Report Q4 2018.
Ready to get started? Reach out for a demo.