Where the public decision making process is becoming increasingly hard to understand, brands are looking to data, derived from social media, as a way to analyse public behaviour to give them insights to help identify consumer trends.


Consumers todayIt is a person’s habits that brands want to know about, almost irrespective of what that individual is saying. Rob Blackie, director of social at OgilvyOne, believes social is “much more active than traditional media” and “does a better job of engaging”. He also stated, “Measurement tools on social media are making it more straightforward to get the revenue, the sales and the leads, depending on the category, than it used to be. That is making social dramatically more effective than it was a few years ago.”


Consumers today If you consider what you did over the weekend, what you ate, what you purchased, where you went etc it is very likely you will recall the main places, meals, purchases. It is also highly likely that you will forget a place, a snack, or a minor purchase. But this forgetfulness could substantially impact on a brands understanding of consumer choice and behaviour. If the snack item is perceived to be purchased only mid-afternoon, as a grazing item, future developments will be based on this knowledge. But if actually the majority of people eat it as part of breakfast on the go, the brand will be positioning the product wrongly. The potentially for loss is only further exacerbated if the product, or service, carries a high value.‘Expensive buys are very much driven by passions – and that’s where social media data can be very enlightening’, says Clive Humby of Starcount. But it is not just a passion that drives peoples purchases. Fear, risk, conservatism or lack of knowledge – these can all push someone to make, or not make, a purchase. support this by stating that ‘consumer decision-making is 30 percent rational and 70 percent emotional’. So it is critical to tap into those emotions when creating content, however this can only be done if you understand what gets your customers to emotionally react.


Consumers today Having data is important, but by applying consumer behavioural information to that, you build up a bigger, more accurate, picture of the customer. What the consumer is engaging with, how are they engaging with it, and by how much? It is that engagement that is so critical to a piece of contents eventual success. If a brand can reach that level of understanding with their customers behaviour,this gives them greater insight into how to create content that will resonate- it will connect with their ’70% emotional decision making process’. Delivering the best blend of content will ensure it is engaged with, whether that is on social media or through video.The insight on behaviour allows for emotional and resonating content to be created to deliver a far more personable experience to the consumer. High value, premium and successful content looks effortless and conveys its message to an accepting audience.