audience benchmarking

You can also gain additional, actionable insights into your audiences online. Offering visitors to your website an instant, free personality report in return for a simple 90-second test can of course be a great way to add interaction between your visitor and your brand.

However, the real value is the potential for the data gathered in the process. It adds to your insight into any traditionally defined groups and gives you the means to tune your broader messaging for increased performance. It also gives you the ability to segment and target your messages at individuals based on the most powerful of criteria; their personal motivations and personality preferences. Imagine for example, presenting your sales messages in sequential detail for some, and in top line abstractions for others; and thus producing a significant increase in reach, consideration and response overall.

extra sensory perception | online personality profiling | T: 01903 753697 | brooklands house, marlborough road, lancing, west sussex, bn15 8af | online personality profiling

examples of personality profiling sites created for Vax and the University of Greenwich

Audience Benchmarking - How much would you like to know about your online customers’ or indeed your online customer’s preferences?

You may have noticed the headline above is dedicated to those of us with a disturbing interest in the apostrophe. But of course, interacting with people online provides amazing opportunities to gather extremely useful insights into their psychographic and psychometric preferences and then use them, not just applied generically across a group, but to actually shape future interactions with individuals.

Online interaction naturally has many intrinsic advantages:

Volume and low cost: lots of people can visit a site without a significant effect on your costs unlike other research methods which are costed on volume

Interactive and multi-media: people can look at something, listen to something and then immediately respond

Free Data entry: all done by the participant of course as long as you can motivate participation

Fast: you can have a project up and running and have ananalysis within 12 hours

Trackable: the IP addresses of participants tell you where you are reaching

Broadens your audience: online can reach regions, age groups and demographics that are new to you

Immediate exchange: you can reward your participants with an immediate experience of your brand or product

Real Time Results: Via the ESP Dashboard acessed via ourclient login page you can see results in real time

It seemed to us that the interactive and multi media aspects gave us excellent opportunities to run psychographic tests with people. So we developed a visually based personality test that gave us high levels of accuracy and took less than 40 seconds to complete – even for participants for whom English wasn’t their first language.

And of course, the results of an individual’s personality, values and motivational preferences can be reflected in the immediate post-test interactions with them and in any ongoing interactions. Web pages, calls to action, emails; can all be selected from a menu that ensures anyone who has been through the test process will subsequently experience an optimum perspective on your Brand and product.

And of course, it provides an understanding of group preferences as well. This can be particularly useful when matched with other data gathered – transactional for example – and analysed for clusters.One client has discovered a personality profile that correlates with a particular (undesirable) transactional trait and having adjusted communications to reflect that profile are seeing corresponding reductions in that behaviour.

So, if you are working hard to develop your online engagement with customers, learn more about them, understand their preferences and present your new products in the best possible way; the ESP online audience benchmark may well be the perfect solution for you.

extra sensory perception l research for marketing l T: 01903 753697 l brooklands house, marlborough road, lancing, west sussex, bn15 8af | research for marketing