Customer profiling or audience segmentation is the process
of categorizing and analyzing customers or consumers based on various
characteristics, behaviors, preferences, and demographics. The goal of customer
profiling is to create distinct groups or segments that share similar traits
and characteristics, which enables businesses to tailor their marketing
strategies and offerings to better meet the needs and preferences of each
group.
Persona mapping is the development of customer profiles
based on different segments of your target audience so that you can understand
and connect with them most effectively. These profiles reflect the audience’s
characteristics such as personal attributes, behavior, motivations, and values.
Consumer
profiling encompasses several techniques: demographic profiling focuses on age,
gender, income, and education; behavioral profiling studies buying habits;
psychological profiling delves into attitudes and values, and geographic
profiling analyzes regional preferences. By utilizing these methods, businesses
gain insights into their target audience, aiding the creation of tailored
marketing strategies. The most suitable profiling approach varies based on the
company's goals and objectives.
While Customer Profiling is unique to every brand, Industry
reports have identified 4 key consumer groups that will drive the market in
2024. These include the Regulators, Connectors, Memory Makers and New
Sensorialists. This serves as a guide for businesses to adapt and cater to
these diverse consumer needs.
