As business entities are more data-aware, the importance of getting the right interpretation to get actionable insights can no longer be denied.
26 Nov 2019, KUALA LUMPUR: Consumer behaviours have become complex due to digitalisation and technological advancement. Hence, it is imperative that market players start to study consumers not just based on the outlook of a few industries. Instead, they need to look across multiple verticals from the consumer’s perspective. To illustrate how business can tackle this problem, Dattel has created the Holistic Consumer Persona framework and introduced it in a series of regional seminars in Indonesia, Thailand, and Malaysia.
“Segmenting consumers by behaviour should be at the core of any marketing strategy for consumer-related businesses. However, the conventional approach to personas and segmentation is heavily dictated by the time, resources, methodology, and technology available. We have taken a consumer-driven perspective on the conventional approach to personas and focused on behaviour first. As a result, businesses are able to identify groups of consumers with patterns of behaviour that represent opportunities better – for growth, retention, even switching from competitors – as well as risks,” said Noorhaina Hirawani Mohd Noor, the Head of Client Engagement of Dattel.
Warmly known as Ain, she shared this and emphasised that business entities are already aware of the significance of data but still second-guessing the interpretation of insights that they have. This happened because all this while, the obtained data were treated in separation – like the fashion and gadgets industry, two industries that seemingly unrelated but an abundance of insights are still hidden within these two alone. This resulted in the inaccuracy of comprehending the real phenomena of consumer behaviour as they were researched in seclusion instead of seeing them from a bottom-up consumer behaviour’s point-of-view.
Referring to the approach in understanding consumers & holistic persona framework, one of the participants in the seminar has expressed his excitement, stating “I really appreciate Dattel’s fresh initiative and what Dattel doing is really bold. To me, this will be very useful for many businesses especially with their strategies and tactical planning. I look forward to seeing how this data-driven approach progresses in the future.”
With the Holistic Consumer Persona framework, decision-makers can zoom-in to actionable insights deeper and faster, as each set of behaviour is categorised into possible permutations of Mini Personas. Hence, the research is no longer done in separation amongst industries, though they may seem unrelated, they can be seen to be affecting one way or the other.
Done in a series of seminars named Reimagining Consumers in Indonesia, Thailand and Malaysia respectively, around 152 strategic planners, brand managers, marketing specialists as well as customer intelligence officers from 91 brands and companies participated in the seminar.
While this sharing is based on limited verticals and more of a “concept illustration”, Dattel hopes to collaborate with companies to further explore this exceptional approach and try to address the necessity to have an accurate, deeper, wider, faster and also the essential agility in the understanding of consumer behaviour across ASEAN. If you would like to get a copy of the Holistic Consumer Persona framework aforementioned, please proceed to fill up the online form here.