Increasingly read and hear the term "Profiling" in different contexts. It seems that it is fashionable or that it is gaining strength. Above all, used most often in matters of Criminology and racial discussions. What can we learn and apply marketing and market research on this topic?
"Profiling" has been defined as the act or process of obtaining information about a person, based on pre-existing knowledge learned by studying other people, It is the ability to extrapolate behavioral profiles and psychographic traits that describe a group and apply them to understand and predict the behavior of an individual.
When we segment our target, We identify groups of people with common characteristics that make them similar to each other. They can be demographics, psychographic the comportamiento. The more complex the segmentation process and the more extensive and diverse variables that we use, greater wealth of information will have to analyze the segments and have better knowledge of our target. A long time ago, segmentation based on demographic variables gave way to psychographic segmentation, which classifies individuals considering their psychological profile, their values, beliefs and attitudes towards life in general and even to the product category of interest from our customers in particular.
Segmentation exercises have enabled our customers compender more deeply their targets and their customers. It has identified them more susceptible groups to certain concepts, certain products or certain ideas, and develop more targeted and aimed at people products and marketing plans and media who share a worldview, values, expectations and interests.
Achieving do "profiling" of our target, a step beyond, and it allows us to segmentation into action. And we can not only use the information on the different segments that make up our target to understand it better and more personalized messages direct you, Now we can extrapolate the information and try to predict whether a specific person will or not interested in our product or feel alluded to or not some message, based on the definition of some characteristics that make it more likely to be part of a segment (It is having a behavior and a specific psychographic profile) that would (It is having a behavior and different psychographic profile).
Suddenly, the "profiling" opens a way to develop existing customers, gain new customers and expand business. Once we have a segmentation study, it no longer stands alone as a general reference for the next few years, but, from said segmenting, we identify a set of key variables allow us to predict membership of anyone one of the identified segments. If you know which segment is more open to using a certain product, and apply to any new customers a brief questionnaire that allows us to identify quickly and easily if you belong to that segment, we can quickly predict whether or not the person will be interested in the product and, based profile identified, We have specific arguments to optimize contact sales or service provision.
Viewed this way, the "target profiling" helps bring the target segmentation exercises a little further, and begin to enter land of "micro marketing" and, depending on the business, near the field "case study" individual. The demands of today's competitive environments require increasingly finer spinning and give increasingly proactive use of information. The "target profiling" gives you a bigger boost and longest life to classical segmentation.