For one leading coffee brand, audience insights are key to understanding who their potential customers are. Its marketing teams are always looking for insights to optimize their campaigns and better reach the people that matter to them. Noticing that the campaign was not performing as expected in France, this leading brand decided to conduct audience investigations in that region.
Having had successful results using Profiler, Synthesio’s audience analysis tool, in other countries, the coffee brand set out to conduct a similar market research study to analyze the French market and to better understand their French customers. The coffee brand focused on the locations of their customers, customer interests, and their preferred media channels.
Leveraging the New Profiler experience, they were able to quickly get to know their potential French consumers. They were then able to adapt their content strategy, media planning, and geographic targeting of their audiences.
Let’s walk through their journey within the tool and their valuable discoveries.
Step 1: Creating the audience of interest.
The brand chose to target consumers in France that had already expressed an interest in the brand or its products. (This refers to people who had previously liked the brand’s page or content.) Profiler then compared this group of people to the French population as a whole.
Profiler instantly identified 810,000 people that fit into an audience of consumers interested in the brand or their products. These 810,000 people made up the brand’s target audience. The overall, or reference audience, had a total of 36,000,000 people.
With Profiler, defining these audiences is all you need to get started on a detailed market research study. Having done this, the brand was ready to launch its investigation.
Step 2: Audience Insights Overview
In just an hour, the study was ready. First, the brand had access to their typical target audience profile, which provides a quick snapshot of a typical target consumer.
Here, the brand encountered its first unexpected finding. Most of its audience was between 25-34 years old, an age demographic that was much younger than the brand’s initial assumption.
Step 3: Diving into Audience Demographics
The brand was able to access a wealth of deeper socio-demographic audience insights by a simple click.
The brand found that a large proportion of their consumers are recently married couples with no children. This was another unexpected finding as the brand had been designing their marketing strategies and content creation efforts to target parents with teenage children.
Step 4: Audience Interests Deep Dive
The brand then turned their attention to getting to know their audience on a deeper level. To do this, the brand leveraged Profiler’s newest data visualization, the Sunburst chart. The Sunburst chart allows users to quickly and intuitively explore the likes, interests, and behaviors of its audience.
This Sunburst chart displays 6 areas of interest. Red for Brands, purple for People, blue for Hobbies & Activities, turquoise for Arts & Entertainment, orange for Media, and green for Behaviors.
This brand browsed the sunburst chart by positive affinity categories (one of three available ways) to highlight the categories in which their audience’s affinity is highest. In other words, browsing by positive affinity categories means browsing by the categories their audience displayed the most interest in.
The Hobbies & Activities section reveals the Top 20 interests in that category.
Thanks to the sunburst, this coffee brand was able to do the same for every other interest. It could explore a category and its subcategories, for example: Hobbies & Activities > Food & Drinks > Food > Dishes, and easily go back to see audience insights in another category or subcategory.
Finally, the brand was able to look for specific interests via the interests search bar. For example, the team had a feeling that their audience consisted of regular readers of the French newspaper Le Monde.
In a few seconds, they figured out that their potential customers actually have a negative affinity with this newspaper. This means that this audience is less likely to read it than the general population (or the reference audience).
Step 5: Find Audience Insights By Generating Use-Case Specific Reports
Media Planning
Specific reports on different use cases allow you to go deeper. This is possible thanks to the Report section in Profiler. Because of the surprising finding about Le Monde, the team first looked at the Media Planning report to better understand the media and the channels on which they should target their audience.
The study revealed that its audience’s top 5 newspapers are Nice-Matin, Le Figaro, 20 Minutes, La Provence, and The New York Times. Nice-Matin and La Provence are two local newspapers from the south of France, indicating that this is a region the brand could run successful campaigns in.
Furthermore, the brand discovered that its audience was not particularly fond of social media. In fact, they demonstrate negative affinities towards all of the top social networks.
However, social networks remain a good option for reaching a vast audience. Instagram seems to be the one with which the negative affinity is the lowest, displaying only one red dot. Thus, this is the social network the brand decided to prioritize in their digital budget.
Finally, audience insights revealed that this audience has a high affinity for specialized blogs and websites, such as Digital Trends and Business Insider.
These channels may not reach a large number of people, but these specialized channels have more potential to turn readers into loyal customers.
Content Marketing
The brand then created a content marketing use case report to ascertain the right messaging to use.
The first interesting audience insight from this report is how sporty this group is. Consumers interested in the brand show strong interest in physical exercise, weight training and aerobic exercise. The brand decided to link its messaging with sports activities, to better appeal to its audience.
The brand also noticed that its audience is eco-friendly and cares about nature and the environment. This concern for the environment even spilled over to preferred modes of transportation: electric cars, public transportation, and car rentals.
The brand decided to include messaging that highlights how its recycling and sustainability efforts.
Step 6: Turning Audience Insights into Results
In summary, a leading coffee brand realized that nearly 40% of its users are between 25 and 34 years old, most of whom are sporty and show a strong concern for the environment and nature. These unexpected results gave the brand great audience insights concerning its new content strategy. Profiler also allowed the brand to choose the right forms of media to reach its users. The team noticed a strong preference for certain TV channels and shows and turned this information into action by airing its commercials during these shows. This decreased its ad-spend by 30% in one year, while increasing consumer engagement by 200% and their profit margins by 15%.
The leading coffee brand now uses Profiler as its main source of data insights in its market research efforts. The team is currently running Profiler in 5 different markets (Spain, Italy, Belgium, France & UK), allowing them to use data to drive its marketing strategies.
To see the new Profiler’s powerful capabilities in action, register for one of our three webinars here.
