Study your product’s consumers and create a target audience for advertising based on the data

The modern market offers a wide range of analytical information providers, whose main advantage is access to real data on consumer phone number list behavior. This allows for in-depth analysis:

• consumers of your category;
• your brand’s clients;
• competitors’ audiences.

Peculiarities of working with data

With direct access to information, you receive a mass consumers and create a target of raw data that requires professional analytics. As part of the strategy development, Ingate Performance offers:

• complex data processing;
• formation of analytical conclusions;
• development of marketing hypotheses;
• creating informed strategic decisions.

Tools used

• Brand Pulse research from Media scope;
• analytical platform “Magnet . DMP”.

This approach allows you to transform complex data arrays into a clear understanding of the target audience for building an effective advertising campaign.

Basic characteristics

We determine the basic characteristics of the china business directory target audience for future advertising campaigns: gender, age, geo, income, marital status, presence of children.

Media scope Brand Pulse 2024 data: personally consumers and create a target consumed canned vegetables and fruits in the last 6 months

Defining the target audience based on comprehensive data analysis

Brand Pulse Analysis: Key Consumer Characteristics

• age groups: men 35-64 years old, women 25-64 years old;
• education: higher;
• social status: married;
• Income level: average.

Magnit. DMP Data: Key Audience Parameters

• Demographics: women 25-54 years old;
• marital status: married, has children;
• Geography: Arkhangelsk, Vologda
• financial profile: monthly budget 55-65 thousand rubles.

Final portrait of the target audience for the advertising campaign

• gender and age: women 24-50 years;
• Geography: Focus regions;
• Potential reach: 1.06 million people.

To determine the volume of the segment we went here.

Consumption context

Analysis of consumer behavior and characteristics of the target audience

The main scenarios for using canned vegetables:

• preparing lunch;
• evening meals;
• festive feasts.

In each case, the product acts either as an aid in quick consumers and create a target preparation of dishes or as a traditional element of the meal.

Advanced Features

BrandPulse analysis revealed the following characteristics of the target audience (with an indication of the affinity index):

• low brand loyalty (AFF 169);
• commitment to healthy eating (AFF 146);
• high tendency to experiment with new brands (AFF 146);
• attention to the composition of products (AFF 136);
• willingness to pay more for environmental friendliness (AFF 148).

These characteristics indicate potential for category development through an emphasis on naturalness and product quality.

Next, we look at which segments our category has greater penetration: consumers and create a target

Media scope Brand Pulse 2024 data: personally consumed canned vegetables and fruits in the last 6 months

What influences the choice

Here we again compare consumers of canned vegetables with a broad segment of food buyers.

For an advertising campaign, it is advisable to consumers and create a target divide the audience into two main segments: pensioners and working people. They will be our permanent target group, and those who are fasting will be temporary, relevant only during the fasting period.

Research has shown that typical consumers of canned vegetables have the following characteristics:

• strive to save money;
• appreciate the speed of cooking;
• experience a lack of time for a full meal;
• put family values ​​above material ones.

Factors Influencing Purchase Decisions

Let’s consider what motivates buyers of canned vegetables consumers and create a target compared to the general audience of the food market.

Media scope Brand Pulse 2024 data: personally consumed canned vegetables and fruits in the last 6 months

Analysis of consumer behavior shows that promotions are the determining factor when choosing a product. The next most important factors are brand recognition, quality, and natural composition. It is important to note that advertising is second only to recommendations from loved ones among purchase triggers.