Unique Showcase on Consumer Profile
In this case study, we'll be examining the beauty serum category. We've selected 10 brands, which we'll refer to as Brands A-J to protect sensitive information. We can leverage TMIC's consumer data to build corresponding consumer profiles for each of these 10 brands, and extract the raw data for their consumer personas.
The consumer data pulled from TMIC is incredibly rich, with over 1300 tags for each brand's consumer base, covering dimensions such as demographics, consumer behavior, preferences, and spending power.
Using SegPulse's unique PCA-NN algorithm, we've visualized TMIC's 10 audience segments and over 1300 tags in the scatter plot above. As you can see, Brands I/F, A/B, and C/D/E are clustered together, indicating they share similar consumer demographics.
Brand like H, located further from the center of the plot, suggest they have unique and differentiated audience traits. Conversely, Brand like G, closer to the center, indicate a more mainstream consumer base.
By examining the proximity of these black dots representing brand purchasers, we can compare the relationships between different consumer groups. Furthermore, by combining the black brand dots with the gray tag dots, we can analyze the actual traits of these various audiences.
When we drill down into the area surrounding Brand E, we can see that the gray dots represent the traits of Brand E's consumer base.
They are aged 25-29, belong to or are close to Gen Z, and likely reside in urban or smaller town environments. In terms of home and lifestyle, they are likely sophisticated women with a desire for quality home goods. Their lifestyle and interests include a pursuit of trends and an interest in Chinese cultural trends ("Guochao").
Regarding fashion and personal care, they prioritize their appearance, are refined individuals, and purchase products like sheet masks, makeup removers, toners, and eye creams. Their clothing preferences lean towards casual styles like chinos and jeans. They also purchase accessories like watches, glasses, and bags. Finally, their shopping preferences show they are savvy shoppers with a keen eye for fashion trends, and they enjoy purchasing beauty, skincare, clothing, and accessories.
We can leverage AIGC models to deep dive on consumer traits and explore in different dimensions. If you are intersted, welcome to reach to us for the full case. Based on these insights, we empower marketing strategists to develop marketing strategies tailored to the brand's specific circumstances.
