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Social networks as a tool for studying the psychological portrait of the consumer
In the course of research, scientists have proved that using the profile of social networks and preferences indexed by “likes”, it is possible to get a portrait of a consumer: his race, political views and much more, which is not directly indicated in his profile.
This spring, news from Cambridge literally spread around the world: “Modern computer programs allow you to extract personal information about users from social networks and analyze data.” In the course of these studies, scientists have proved that with the help of a profile and preferences indexed by “likes”, it is possible to get a certain portrait of a consumer: his race, political views and much more that is not directly indicated in his profile.
With the advent of the Internet in the life of a person, his life has radically changed. There was a possibility of some sublimation of realities expressed in virtual space. A person, left alone with a computer, could imagine himself anyone, create any image for himself, compiling it from photos found on the Internet, peeped quotes, other people's thoughts and names. One thing is always the same: the behavior of the user. Forging preferences is almost impossible.
Research on the psychology of the Internet user until now has been scattered and used previously to uncover criminal cases on the Global Network - mainly scam profiles of users who posed as sick, poor beauties, orphans, Nigerians and so on. Forensic psychologists easily learned in the texts of the letters the discrepancy of the vocabulary to the level of education of the respondent, the dissonance between the gender of the author and the text of the message and other nuances noticeable only to professionals.
Social networks, which have become widespread today, have given full scope to human fantasies. Fictional profiles began to fill almost all known social networks - from Classmate.com to China's QZone. To counter this, the creators of social networks had to turn on security mechanisms and create identification by real names by downloading a copy of a passport, driver's license or any other ID-user. On the one hand, this creates inconvenience for the account holder in social networks, on the other hand, the social network receives reliable data about user profiles.
Thus, the manufacturer of goods or services can make a clear picture of its audience. Once “liked” to the page of your favorite brand or restaurant, a person becomes available to the brand owner of the page or group.
In our practice, there are examples of working with companies face to face with their consumer, selling them durable goods such as cars. Assessing his target audience before the results of the study, the client outlined it with several socio-demographic parameters: more than 50% are men, age 30+, high income. After analyzing the “likes” on the company’s page, we realized that the audience is not as homogeneous as it seems at first glance. Among the “likers” were “golden youth”, and accomplished single women, and housewives, and lovers of car rare classics, and adult skinheaded men of athletic build.
Further in the field of our research were forums where fans of this brand shared their impressions. It turned out that the owners of one model of this car brand do not accept the owners of another model at their events, in every possible way neglect friendship with them. It turned out that the audience was divided by personal preferences, cultural and educational level. Family owners of the brand preferred their meetings to fashionable parties. Thus, we were able to build a program of events designed for each audience individually: family vacation, placement of the car in fashion clubs, rally for strong-minded men, “ bachelorette parties” – mini-clubs for interests. Loyalty programs based on user data were offered to minimize the outflow of customers to other competing centers.
Ideally, of course, it would be necessary to improve the company’s CRM system and integrate user profiles from social networks into its interface. Users who are involved in the activity of the dealership pages open their data: photos, data about family, hobbies, travel, preferences, which we can use to work more successfully with the customer. Now such developments are already being conducted by SAP in solutions for sales managers, helping its customers narrow the “funnel” and aim precisely at “their client” when implementing their services or product.
According to the famous marketer F. Kotler, the modern market resembles a reservoir surrounded by many fishermen along the shore, but the number of fish in it is limited. The most valuable catch is the fisherman who is well acquainted with the habits of the fish.
Understanding the importance of a customer-centric approach should permeate all levels of the company’s organization, from directors to employees; in this case, the marketing strategy is developed with the customer’s value in mind throughout the service cycle. (Often, companies are focused on attracting new customers, forgetting those who already work with them, and a significant percentage of existing customers may turn to competing brands.)
The essence of this metaphor is that today consumers are in deficit, not the goods or services offered. Conquering the consumer should be one of the key points in the company’s activities. This must be understood because if a company does not take care of its customers, someone else will.
The success of the company directly depends on how satisfied the client is with the relationship with the company. He should be perceived not as a consumer, but primarily as a friend with his needs, desires, emotions and motives. Customers need to make suggestions that will improve their lives, because with an excess of competitors, nothing else will work as effectively.
To improve the life of the client is not only materially, but also spiritually, namely to create positive emotions and a pleasant impression. How much we will be able to “happiness” the client directly depends on the awareness of his personal characteristics: general information about his socio-demographic, economic and geographical position, which focuses most marketers, is no longer enough. It is necessary to emphasize the study of each client individually, his individual psychological characteristics, such as personality type, character, interests, attitudes, value orientations. All this is the basis of the motivational basis of behavior. Purchasing goods or services is also behavior.
A special type of psychological research on the user profile in social networks is a portrait of the person making decisions in the company on key issues; preparation for negotiations based on the analysis of data about the opponent person obtained from social networks. In the long run, we think social media research will be transformed into a separate branch of psychology.
Thus, knowing the characteristics of the client’s personality, we will know more about his needs, desires and anxieties, and therefore we will be able to develop an individual approach to him. The presence of an individual approach should be an integral attribute of business, both direct and mass sales, based on direct communication with consumers. With the advent of social networks, building effective communication greatly facilitates the work of a marketer who productively uses the psychological portrait of his consumer for the benefit of his company’s business. published
Authors: Ekaterina Gould and Maria Belyakova
P.S. And remember, just by changing our consumption – together we change the world!
Source: www.therunet.com/experts/926-sotsialnye-seti-kak-instrument-izucheniya-psihologicheskogo-portreta-potrebitelya
This spring, news from Cambridge literally spread around the world: “Modern computer programs allow you to extract personal information about users from social networks and analyze data.” In the course of these studies, scientists have proved that with the help of a profile and preferences indexed by “likes”, it is possible to get a certain portrait of a consumer: his race, political views and much more that is not directly indicated in his profile.
With the advent of the Internet in the life of a person, his life has radically changed. There was a possibility of some sublimation of realities expressed in virtual space. A person, left alone with a computer, could imagine himself anyone, create any image for himself, compiling it from photos found on the Internet, peeped quotes, other people's thoughts and names. One thing is always the same: the behavior of the user. Forging preferences is almost impossible.
Research on the psychology of the Internet user until now has been scattered and used previously to uncover criminal cases on the Global Network - mainly scam profiles of users who posed as sick, poor beauties, orphans, Nigerians and so on. Forensic psychologists easily learned in the texts of the letters the discrepancy of the vocabulary to the level of education of the respondent, the dissonance between the gender of the author and the text of the message and other nuances noticeable only to professionals.
Social networks, which have become widespread today, have given full scope to human fantasies. Fictional profiles began to fill almost all known social networks - from Classmate.com to China's QZone. To counter this, the creators of social networks had to turn on security mechanisms and create identification by real names by downloading a copy of a passport, driver's license or any other ID-user. On the one hand, this creates inconvenience for the account holder in social networks, on the other hand, the social network receives reliable data about user profiles.
Thus, the manufacturer of goods or services can make a clear picture of its audience. Once “liked” to the page of your favorite brand or restaurant, a person becomes available to the brand owner of the page or group.
In our practice, there are examples of working with companies face to face with their consumer, selling them durable goods such as cars. Assessing his target audience before the results of the study, the client outlined it with several socio-demographic parameters: more than 50% are men, age 30+, high income. After analyzing the “likes” on the company’s page, we realized that the audience is not as homogeneous as it seems at first glance. Among the “likers” were “golden youth”, and accomplished single women, and housewives, and lovers of car rare classics, and adult skinheaded men of athletic build.
Further in the field of our research were forums where fans of this brand shared their impressions. It turned out that the owners of one model of this car brand do not accept the owners of another model at their events, in every possible way neglect friendship with them. It turned out that the audience was divided by personal preferences, cultural and educational level. Family owners of the brand preferred their meetings to fashionable parties. Thus, we were able to build a program of events designed for each audience individually: family vacation, placement of the car in fashion clubs, rally for strong-minded men, “ bachelorette parties” – mini-clubs for interests. Loyalty programs based on user data were offered to minimize the outflow of customers to other competing centers.
Ideally, of course, it would be necessary to improve the company’s CRM system and integrate user profiles from social networks into its interface. Users who are involved in the activity of the dealership pages open their data: photos, data about family, hobbies, travel, preferences, which we can use to work more successfully with the customer. Now such developments are already being conducted by SAP in solutions for sales managers, helping its customers narrow the “funnel” and aim precisely at “their client” when implementing their services or product.
According to the famous marketer F. Kotler, the modern market resembles a reservoir surrounded by many fishermen along the shore, but the number of fish in it is limited. The most valuable catch is the fisherman who is well acquainted with the habits of the fish.
Understanding the importance of a customer-centric approach should permeate all levels of the company’s organization, from directors to employees; in this case, the marketing strategy is developed with the customer’s value in mind throughout the service cycle. (Often, companies are focused on attracting new customers, forgetting those who already work with them, and a significant percentage of existing customers may turn to competing brands.)
The essence of this metaphor is that today consumers are in deficit, not the goods or services offered. Conquering the consumer should be one of the key points in the company’s activities. This must be understood because if a company does not take care of its customers, someone else will.
The success of the company directly depends on how satisfied the client is with the relationship with the company. He should be perceived not as a consumer, but primarily as a friend with his needs, desires, emotions and motives. Customers need to make suggestions that will improve their lives, because with an excess of competitors, nothing else will work as effectively.
To improve the life of the client is not only materially, but also spiritually, namely to create positive emotions and a pleasant impression. How much we will be able to “happiness” the client directly depends on the awareness of his personal characteristics: general information about his socio-demographic, economic and geographical position, which focuses most marketers, is no longer enough. It is necessary to emphasize the study of each client individually, his individual psychological characteristics, such as personality type, character, interests, attitudes, value orientations. All this is the basis of the motivational basis of behavior. Purchasing goods or services is also behavior.
A special type of psychological research on the user profile in social networks is a portrait of the person making decisions in the company on key issues; preparation for negotiations based on the analysis of data about the opponent person obtained from social networks. In the long run, we think social media research will be transformed into a separate branch of psychology.
Thus, knowing the characteristics of the client’s personality, we will know more about his needs, desires and anxieties, and therefore we will be able to develop an individual approach to him. The presence of an individual approach should be an integral attribute of business, both direct and mass sales, based on direct communication with consumers. With the advent of social networks, building effective communication greatly facilitates the work of a marketer who productively uses the psychological portrait of his consumer for the benefit of his company’s business. published
Authors: Ekaterina Gould and Maria Belyakova
P.S. And remember, just by changing our consumption – together we change the world!
Source: www.therunet.com/experts/926-sotsialnye-seti-kak-instrument-izucheniya-psihologicheskogo-portreta-potrebitelya
