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The squeezed consumer 2023 (US)
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Questions like these will help you establish the general breakdown of your consumer base into groupings of similar beliefs, behaviors, motivations and more.
Through demographic profiling you establish some of the basic criteria used to segment consumers. Think about things like age, gender, income, marital status, religion and so on.
You might not need to ask these questions at all… Some survey platforms (ahem—like Attest) have loads of demographic filters built in, allowing you to segment consumers without needing to ask these kinds of qualifying questions.
And with that, let’s get stuck into the questions!
Psychographic profiling is an emotive form of profiling, allowing you to offer a really meaningful and memorable customer experience. It can be especially helpful when working on your sales and marketing strategy, and to find out the types of content that resonate with your audience.
Behavioral profiling lets you analyze things like a customers’ purchasing journey, engagement and usage patterns, and loyalty to your brand or product. Understanding your customers’ behavior throughout their buying and usage journeys is crucial to giving them the products and services they really need.
See some of these questions in action as part of our quarterly Media Consumption Trackers for the US and UK.
Check out the data from our US tracker and our UK tracker.
Understanding how people feel about the economy and how it affects their spending is super valuable insight for consumer brands. We run our Inflation Sentiment Tracker every month for the US and the UK. Take a look below…
See US Inflation Sentiment Tracker
See UK Inflation Sentiment Tracker
Every industry has its own, unique profile so it’s crucial to build up a profile of how your target customer connects with the industry your brand operates in. By asking these questions, you’ll understand what sets your brand apart from competitors and what consumers think of your product.
Considerations for sensitive/special category data
It’s important to consider that, in many jurisdictions, some categories of data are considered to be particularly sensitive, special category data for the purposes of data protection legislation, so extra caution should be taken when collecting or processing the data.
Amongst other things, this includes asking questions related to a respondent’s racial or ethnic origin, religious or philosophical beliefs, sexual orientation, etc. When asking demographic questions, you should:
You should seek your own advice if you’re unsure. Some things we’d recommend are:
The Consumer Research Academy is brought to you by the Customer Research Team—our in-house research experts. Any research questions? Email or chat with the team.