Consumer Segmentation

"There are three things extremely hard: steel, a diamond, and to know one's self."

Benjamin Franklin

The bond between a successful brand and it's consumers is based on implicit trust and understanding. The brand understands its' consumers needs on a deep, emotional level and delivers on these. Consumers reward this behaviour with their loyalty. This exchange between brands and consumers follow the same fundamental principles of mutual reciprocity that apply in the context of human relationships and in the past, brand owners were able to define the needs of their target audience with reasonable accuracy based on categorizing consumers by socio-economic status.

But in today's world, segmenting consumers from the stereotypes inherent in socio-demographic boundaries no longer captures the increasing diversity of human personality and needs. Furthermore, in the post-digital age, traditional consumer archetypes no longer encompass the needs and traits of digital natives. So what can brand owners do to understand their customers at a deep, emotional level?

Over the past few years, we have listened to our client's need to take consumer segmentation to a much deeper, psychological level and have developed a unique personality test that captures consumers' true emotional profiles by tapping into their subconscious mind.

The Neurosense Implicit Measure of Personality ( N-IMP™) works by acquiring respondents' immediate reactions to personality attributes that are presented on a computer screen and captured online. The test works by ensuring respondents react before their conscious brain has time to respond. This means that we are able to capture consumers' true personalities, not the image that they want to portray or the person they would like to be. And it is only in knowing this truth can brands really understand who their customers are and respond in kind.