What are they like! Search for consumer profiles

Author: CIMCOM

Have you played with YouGov Profiler? It’s a free interactive profile app which allows you to generate the distinctive persona of people interested in any brand, person or thing.

This tool draws on a database which holds 120,000 data points for 200,000 UK YouGov members.

Just input your search term and you’ll be presented with a profile. This shows the characteristics which differentiate people interested in that brand or thing versus other people like them.

It doesn’t show the profile of the average consumer. That’s because this wouldn’t reveal much to differentiate different consumer groups. Instead, it shows what distinguishes a group versus their comparison set. So for example, fans of Manchester United are compared to any other football fans. In this way it shows what is different about the profile of brand users.

Try it. >>>

If you type in ‘Manchester United’, you’ll discover that more women aged 25-39 years old are fans of the club compared to the average profile of football fans.

If you search for the profile of someone interested in ‘advertising’, ‘marketing’ or ‘PR’, amongst their distinguishing characteristics you’ll find agreement with these statements:

“I am willing to sacrifice my free time to get ahead in my career.”

“I like to stand out.”

“I like to go to trendy bars and restaurants.”

“I like to surround myself with a diverse range if cultures and ideas.”

YouGov Profiler was launched to create awareness of YouGov Profiles media planning and audience segmentation tool. By developing the Profiler app, the site created social media buzz trending on Twitter for 2 days. It gained over 250,000 unique visitors in the first week. The story generated coverage in the UK press and on Newsnight, The Daily Politics show and Channel 4’s Sunday Brunch. It’s a great case study to show how sharing a free mini version of your product, and an entertaining one in this instance, can provide a strong promotional platform.