First & First Consulting combined Demographics Pro social media audience insights with syndicated survey data and social listening tools to produce a thorough brand audit in just 72 hours.
First and First Consulting specializes in brand strategy and analytics. By gaining actionable insights from Demographics Pro social media audience data along with a diverse range of other research and analytics methodologies, their clients are able to develop a unique understanding of how to transform their organization across business strategy, marketing initiatives, and product innovation.
“Demographics Pro is a key component of our process. The speed, ease and accuracy with which we are able to learn about custom segments allows us to quickly deliver analysis that our clients’ use to drive their consumer marketing strategy.”
– Devon Zdatny, Founder & Principal Consultant of First & First
A leading specialty haircare brand needed to improve their content strategy. They had a growing audience for their social media handles, but no idea if that audience matched the consumers that were spending money on their products and then generating buzz on social platforms. First & First Consulting was engaged to develop a better understanding of the brand’s salon-goers and product users, compared to their current social media followers. Simply put, the client needed to know: would the brand’s existing content work with the emerging audience, or did it present a new opportunity needing a new approach?
To answer these questions, First & First would employ multiple analytics platforms and data sets that could be leveraged alongside each other. In particular, they wanted to find out more about the audiences talking about their client’s product on social platforms, and to add detailed layers of demographic characteristics to groups identified using social listening tools.
First & First’s unique process utilized social listening in combination with audience insights from Demographics Pro and survey panel data, to deliver a comprehensive analysis in a few days, rather than weeks or months.
They started by using a social listening platform to identify 1,000 Product Users and 500 Salon-Goers on social media. First & First imported the resulting groups into Demographics Pro as a Custom Input Analysis, and added demographic data, such as age, location and income to these groups. In addition to understanding demographic characteristics, the data provided psychographics, such as their attitudes and lifestyle, brand affinities, and even a list of people who influence them. First & First was also able to use Demographics Pro to get this same information on the brand’s current social media followers through a standard Audience Analysis.
After using Demographics Pro to identify key audience demographic parameters, First & First Consulting created a lookalike audience, then used syndicated survey data to further understand attitudes, behaviors, and backgrounds of these audience segments.
By pulling in Demographics Pro data with other audience research platforms, First & First Consulting discovered key similarities and differences between each of their audience groups. “We pride ourselves on using innovative analytics methods and always thinking consumer-first. In this project we lived that approach by utilizing social listening tools to understand what consumers are actually saying about our clients products, then taking that group of consumers and using Demographics Pro to learn all about what they look like, where they live, and what their affinities and preferences were.” explains Devon Zdatny, Founder & Principal Consultant of First & First.
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To inform a new content strategy, First and First Consulting was engaged to develop an understanding of a haircare brand’s salon-goers and product users, then compare to their current social media followers.
First & First’s unique process utilized social listening in combination with data from Demographics Pro and survey panel data.
Using Demographics Pro offered:
“We pride ourselves on using innovative analytics methods and always thinking consumer-first. In this project we lived that approach by utilizing social listening tools to understand what consumers are actually saying about our clients products, then taking that group of consumers and using Demographics Pro to learn all about what they look like, where they live, and what their affinities and preferences were.”
Devon Zdatny, Founder & Principal Consultant