Building Consumer Personas to Inspire Marketing Strategy

Consumer Personas are a great tool for bringing your consumer target to life for your organization, to inspire growth ideas, new brand experiences and product innovation.  It is a representation of your target segment based on a combination of quantitative and qualitative data.  It summarizes your consumers’ lifestyle, values, needs, challenges, and preferences, so that it can be easily shared and digested across the organization.

Using Consumer Segmentation to Identify Your Consumer Target

Market or consumer segmentation is a market research approach that allows you to divide a brand’s universe of potential consumers into smaller groups or segments based on their characteristics, e.g., demographics, values, attitudes, behaviors, and geography.

Do You Know Your Consumer Target?

What is a Consumer Target? At the foundation of all great marketing initiatives is a complete and deep understanding of the consumer target. The consumer target is a specific and detailed description of the type of person who has needs or desires that you believe can be served or helped with your products or services.

How to Gather and Leverage Consumer Path-to-Purchase Research

Consumer Path to Purchase

In your brand’s early development stages, you likely gave much thought to the idea of a buyer persona. You researched who you expected to purchase your products, how they would interact with your brand, and which factors would influence them to choose your brand over a competitor’s. You painted a picture of what their needs […]

When Companies Use Their Ears, It Can Really Open Their Eyes

When companies don’t take the time to understand people and what drives their behavior, they miss out on the very thing that could fuel business growth and innovation. According to Rob Holland, CEO of research technology platform Feedback Loop,

Customer Experience (CX) in Context

Customer experience—say it and everyone’s ears perk up. CX is influencing and intersecting with consumer insights across most business sectors: CPG, Retail, Automotive, Financial and Healthcare, to name a few. 

Five Keys for Turning Consumer Insights into Action

by Cindy Blackstock  At SIVO, our team of insights experts have honed their skills over many years of market research and the lessons gained along the way now prove to be invaluable.  We have learned that insights are just useless facts unless they can be applied to the business in a way that drives action […]

5 Watchouts When Planning Global, Qualitative Research

by Cindy Blackstock  Being part of a custom market research firm with global clients, we are often a go-to partner on international research—both qualitative and quantitative. And while all global market research has some challenges, global qualitative research has some unique ones. From years of designing consumer research approaches, we’ve identified a list of questions we […]