Emographics

The key to selling more and creating brand retention, loyalty and advocacy is to understand the audience and prospective audience. Understanding the current and prospective consumer is the key to success.

There are a variety of data sources used to understand consumers. A few examples are:

• Demographics: A description of the physical and material makeup of a population.
  • Age
  • Gender
  • Income
  • Ethnicity
  • Family
  • Makeup/Situation
  • Location of Residence
  • Etc.
• Psychographics: The description of the behaviors, attitudes and habits of a population (still external).
  • Media
  • Usage
  • Hobbies
  • Websites Visted
  • Facebook “Stalkable” information
  • Opinions
• Counting problems: Counting the number of problems consumers encounter with a particular brand of product or service.

These data sources have helped manufacturers, service providers and advertisers “know” their customers. However, these data sources are just a beginning. This information describes the outer shell of the consumer without the connection to the inner workings of the consumer's psyche. The inner psyche and how it connects to products and services is key to understanding consumers and the choices they make. Manufacturers and service providers do not fully or truly know their consumer without this information.

Emographics is one of the resulting products of ValueCentered Psychology. Emographics is the data set that is the missing key to fully knowing the consumer. Emographics systematically measures and quantifies the ValueEmotional profile of a population. The ValueEmotional profile, one of the products of Strategic Vision's ValueCentered method, is a map of the consumer's personal emotions (a map of the psyche). It is personal emotion that a product or service generates within the consumer that energizes, motivates and explains the consumer choice, retention, loyalty and advocacy.

Decades of Data

During the 1980s Strategic Vison® did proprietary global consulting with some of the world's most influential figures, corporations, governments and political parties. SV developed a method to quantify the key emotions that predict consumer behavior. In the last fifteen years SV has collected, in the automotive industry alone, a sample of Emographic data from approximately 3 million new vehicle buyers.

How It Works

Consumer experience and perspective is comprised of both objective and subjective elements.

• The objective aspects of consumer experience are the attributes/benefits of a product or service.
• The more subjective elements of consumer experience are the values, emotions, self-perceptions and images that are linked to (touched by) the objective aspects of consumer experience.

The subjective aspects of consumer experience are as important as the objective aspects of the experience in creating the comprehensive, integrated dynamics that shape consumer perceptions and decisions.

Every facet of a product or service has a measurable emotional impact on the consumer. For example, door handles on a vehicle, the sound of the vehicle's engine or the sound of its defroster all have an emotional impact on the consumer and each contributes to the Emographic profile in a unique way.

Strategic Vision® has developed the conceptual and statistical tools to systematically capture the information that ties product or service characteristics (objective data) to the inner most emotions that drive consumer choice (subjective data). This profile includes the consumer' current emotional state, their ideal emotional state, how they expect to feel after using the product or service, how the product or service actually makes them feel and how they feel about these products or services across brands.

In addition, Strategic Vision® has developed Emographic profiles. These profiles are clear, understandable and easy to interpret graphs that provide a look at the most important emotional scores associated with the products or services offered within a brand. These profiles help focus manufacturers and service providers on the issues that are most leverageable and provide the greatest ROI for the brand.

The Complete Picture

• Emographics is the critical, final piece of the consumer puzzle.
• Emographics provide Comprehensive, Integrated and Actionable information to manufacturers and service providers.
• Emographics connect brand, product and service characteristics to the emotional responses they elicit in consumers, providing a clear path to developing and improving products and services.
• Emographics make the connection between the inner emotional life of consumers and demographic and psychographic data. It provides a clear way to make sense of these other data sets because it can answer the question “why do consumers make the choices they do?”
• Emographics clarify clear, winning strategies for communicating about products and services, focusing on the message that is most relevant and impactful to the consumer.
• Emographics win the hearts and minds of consumers.