How leading American fashion retailer understood target personas in-depth with YouGov

Challenge

The retailer had existing target personas but needed detailed insights into the consumers that fit these profiles.

Solution

YouGov’s brand tracking & audience profiling solutions provided consumer insights and monitored brand health.

Business outcome

The retailer better understood its target personas and built targeted marketing plans for each audience.

Business challenge

A leading American fashion retailer had previously developed target personas and wanted to learn more about them. From purchase decision drivers, to interests and behaviors – the retailer wanted in-depth insights about its consumers.

Once a deeper understanding of the target personas was established, the well-known retailer sought to track its brand health to see how changes in its marketing campaigns affected consumer views of the retail brand over time.

Solution

We combined our flagship audience profiling and brand tracking tools, YouGov Profiles and YouGov BrandIndex, to provide the retailer with a comprehensive solution powered by our connected proprietary panelof 27 million+ global registered members.

To begin, the retailer collaborated with YouGov to integrate target personas into our audience profiling tool, identifying and boosting new target segments. We conducted a custom survey among a nationally representative sample of US adults. Using the retailer’s existing target personas, researchers identified key segments and connected them to YouGov Profiles. Findings from the custom survey enhanced the existing information in YouGov Profiles, leading to a deeper analysis of the target personas.

The analysis provided insight into demographics, shopping habits, lifestyle choices, and media consumption preferences.

Regular brand health checks from YouGov BrandIndex allowed the retailer to see how their campaigns were resonating with its target audience in real-time, identifying any necessary tweaks to their messaging.

Business outcomes

The retailar gained detailed insights into its target personas, which were integrated into our flagship brand tracking tool, YouGov BrandIndex, for continuous tracking. These insights informed their marketing plans, enabling the creation of resonant messaging and the selection of the most effective platforms (TV, social media, etc.) to reach their audience.

By utilizing the same segments across YouGov's flagship audience intelligence and brand tracking platforms, the retailer benefited from an "always-on" tool to track the impact of its campaigns in real-time. This approach allowed the client to monitor and optimize campaigns while they were still live, ensuring a more responsive and agile marketing strategy.

As a result, the retailer saw significant improvements in key brand health metrics, including increases in Buzz, Consideration, and Purchase Intent. This holistic strategy ultimately drove higher awareness and sales during the campaign period.