Women talk 9.7x more about packaging, but men want to look cool: How text analysis reveals what your choice of vape says about you…

Room 4 | 1:45 pm - 2:15 pm | Wednesday, May 3, 2023

Brands have always looked to categorize their consumers through persona targeting, but typically only do so using quantitative and very limited qualitative data. This leads to target audiences being defined by narrow, restrictive parameters.
But in a world bursting with millions of consumer’s data points, you need to view customers through a kaleidoscopic lens.
Relative Insight were interested to discover if people’s simple vaping habits revealed much more about how they see themselves in the world, and how this choice intersects with the rest of their lives and buying habits.
In this session, James Cuthbertson will present some new research based on insights gathered from a survey that asked a large vaping community a whole host of open-ended questions.
Join this session to learn about how the lexicon of vaping transcends the sector and reflects wider consumer trends.

Key takeaways:

  1. Analyze open-ended survey data, quickly and at scale.
  2. Extract metric-centric insights from huge sources of unstructured text data.
  3. Learn more about the idea of consumer tribalism and what this means for your brand.

Consumers Presentation by Supplier Research Report


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