You’ve all heard my thoughts on buyer personas and the virtual ink is barely dry on that blog post, and I've already found a new and much better way of creating buyer personas.
Netnography has emerged as a much faster, more efficient, and accurate means of creating buyer personas. One means of this is online research companies utilizing location-based social media data (geotagged) to analyze the social interactions and preferences of customers based on a defined area. These platforms can enable users to drag a radius around any location they choose, and “scrape” all kinds of data from people within that area.
The Definition of Netnography
Netnography is the branch of ethnography (the scientific description of the customs of individual peoples and cultures) that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights.
Netnography compiles and analyzes data about the free social behavior of individuals on the Internet. The key is that this data is collected when consumers are behaving freely, as opposed to research surveys in which consumers sometimes respond to prevent embarrassment or please the surveyor.
Buyer persona research reports are composed of entirely objective data that are real indicators of lifestyle, product, and brand choices. Research analysts compile the reports and then create a profile of the segments of buyer personas for your product or service.
It’s an incredible tool for marketers because the data can be compiled quickly and accurately. Netnography is advantageous because companies can have their profiles compiled instantaneously rather than taking weeks or months to collect the research. That’s a huge difference from traditional research that can sometimes take months to compile and analyze. By the time you get that kind of research, your buyer personas have likely already shifted a little. Or even a lot.
So, instantaneously, you know who your most profitable customers are, what they are interested in right at that moment, and how and why they are interacting with their peers.
This type of persona research delivers critical data about your most profitable customers including household income, ethnicity, pain points, goals, influences, activities/hobbies, and more. These reports may also tell you what websites or brands each persona is likely to work with and the top five keywords you can use to reach them.
If you're interested in purchasing a Netnography report for your customers, please contact me.