From understanding and measuring the relationship between Brand and Consumer<\/strong> arises the possibility of offering our Clients the\u2019Market Observatory.<\/strong> 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.\u00a0 Can we recover the traces of our invisible consumer?<\/strong><\/p>\r\n First of all you need to relegate public conversations to the role of gregarious<\/strong>. From a semantic and statistical point of view, they are not as relevant today as they were in the past. <\/p>","protected":false},"excerpt":{"rendered":" La comprensione della relazione tra Brand e Consumatore Dalla comprensione e misurazione della relazione tra Brand e Consumatore nasce la possibilit\u00e0 di offrire ai nostri Clienti l’Osservatorio di Mercato. Grazie a questo strumento possiamo aiutare i Brand a comprendere il loro posizionamento nell’arena competitiva. Da un lato non ci sono solo pi\u00f9 brand e competitor […]<\/p>\n","protected":false},"author":1,"featured_media":1921,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"default-page.php","meta":{"inline_featured_image":false,"footnotes":""},"class_list":["post-810","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/pages\/810","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/comments?post=810"}],"version-history":[{"count":19,"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/pages\/810\/revisions"}],"predecessor-version":[{"id":1989,"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/pages\/810\/revisions\/1989"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/media\/1921"}],"wp:attachment":[{"href":"https:\/\/basedagency.it\/en\/wp-json\/wp\/v2\/media?parent=810"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
To chart the way, based starts with understanding the invisible consumer
<\/strong>Barometer effect
<\/strong>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
<\/b>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
<\/strong>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
<\/strong>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<\/p>\r\n
Consumer understanding<\/strong> And its relationship with the brand and product category go through search engines<\/strong> that unequivocally record those traces that are no longer visible.
Knowing how to listen to research intent is \u00abthe art\u00bb that can reveal to Brands the opportunities, problems and solutions<\/strong> that are hidden behind the (apparent) invisibility of our consumer.<\/p>\r\nOur Toolkit<\/strong><\/h3>\r\n
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Analysis of keyword and query volumes to build qualitative patterns that can describe the relationship between brand and consumer.<\/li>\r\n
Network listening tools collect useful but not exhaustive elements to the fully analytical framework and return useful suggestions to deep dive on Search engines.<\/li>\r\n
<\/strong>Monitoring trends to understand the reasons for any deviations from brand averages<\/li>\r\n
<\/strong>A data visualization system to monitor analysis over time<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n