Consumer profiles provide a detailed view of the audience engaging with specific topics. These profiles help businesses understand who is driving conversations and how different groups of consumers relate to emerging trends.

How do you determine the consumer profiles

Our consumer profiles rely on the extensive modelling that powers our predictive anthropology architecture. Our team of expert anthropologists update and maintain demographic language maps, based on our extensive library of ethnographic research. The virtual anthropologist uses these language maps and demographic models, along with their underlying ethnographies, to determine the demographic skews of the lead consumers in a conversation.

Generating Consumer Profiles

To generate consumer profiles, simply click the “calculate profiles” button in the insights section of the consumer insights tool interface. After clicking it, profiles will be attached to each insight card.

Reading Consumer Profiles

• Demographics: Characteristics of 18- to 74-year-old consumers participating in conversations about a topic.
• Lifestyle Choices: The preferences that define how individuals live and engage with the world.
• Psychographics: The values, core beliefs, and principles that influence preferences and decision-making.
• Purchasing Behaviors: Buying actions that reflect values and beliefs, including what they purchase, when, and where.

Showing and Hiding Consumer Profiles

Once you’ve generated profiles, they can be hidden or shown using the same button that was used to generate the profiles.