From understanding and measuring the relationship between Brand and Consumer arises the possibility of offering our Clients the’Market Observatory. Thanks to this tool we can help Brands understand their positioning in the competitive arena. On the one hand there are not only more brands and competitors but a plethora of more or less relevant actors (retailers, e-commerce, influencers, stakeholders...). On the other, the consumer should be understood in the broadest dimension of the term including in relation to a brand its employees, business partners, investors and a diverse world of figures orbiting the same galaxy.
To chart the way, based starts with understanding the invisible consumer
Barometer effect
The Consumer can in effect be considered the key element in understanding the health of the brand and its relationship with key competitors.
Invisible traces
However, the privacy restrictions of the major Social Networks prevent an immediate reading of consumer perceptions by often returning partial data and false positives.
The intent
Even less visible is the intent of the consumer who, as a user of information, often expresses no opinion but merely plays the role of a non-participating observer.
The Dark Social
Activities that 10 years ago took place on various platforms and communities more or less explicitly are now the preserve of conversations in peer groups on major messaging systems, being completely obscure to the brand
Can we recover the traces of our invisible consumer?
First of all you need to relegate public conversations to the role of gregarious. From a semantic and statistical point of view, they are not as relevant today as they were in the past.
Consumer understanding And its relationship with the brand and product category go through search engines that unequivocally record those traces that are no longer visible.
Knowing how to listen to research intent is «the art» that can reveal to Brands the opportunities, problems and solutions that are hidden behind the (apparent) invisibility of our consumer.