Numbers Don’t Build Brands, People Do

By January 15, 2020March 17th, 2021Blog

For decades there has been a fairly standard formula for marketing. We group our potential customers by demographics like age and gender, fire the same message out to the most populous group, and hope that something sticks. Though the idea of archetypes has existed in media and market research since the days of Carl Jung, it’s not easy to make use of them. Which is why we at Zirca developed our tool, ContentiQ.

As we described before, ContentiQ works on a simple principle. Firstly, we gather the usual demographic data to inform us about the market. Then, we combine that with what we call psychographics — data that gives us an insight into consumer behaviour patterns, precipitated by both internal and social or environmental triggers. Essentially, when properly applied, it lets us reverse engineer the thought processes that drive a customer to purchase, instead of making strategy decisions based on just numbers.

Ever wonder what archetype you are?

To pinpoint these archetypes, we first developed the ContentiQ Archetype Indicator Test, which lets us pinpoint what motivates a person to consume certain kinds of digital content consumption. We administered this to a sample pool of over 100 Indian digital consumers, across ages, locations, and gender distribution. This then let us estimate the population pools of various archetypes. These are specifically:

  1. Conformists
  2. Righteous Heroes
  3. Spotlighters
  4. Go-Getters
  5. Realists
  6. Optimists
  7. Thinkers
  8. Mavericks

Each of these archetypes responds to a certain kind of stimulus more than others. For instance, conformists value loyalty and dependability. They want to fit in with their groups of choice. Realists meanwhile are more practical when it comes to making buying decisions. They want to look at all the information they can get and methodically evaluate the pros and cons, but they make a strong commitment once they do.

You can find more about Zirca’s Archetypes here.

The thing is grouping your customers by a single label like “males under 30” is incredibly reductive. A CEO under 30 that built his own startup from scratch will not have the same triggers and impulses as a musician the same age looking to make it big in the entertainment industry.

Which is why we acknowledge that most people aren’t represented by just one archetype each (though some are). Instead, they have a dominant archetype that guides their decisions, though they’re also informed by a secondary archetype.

Where data science meets creativity

The difference between demographics and psychographics is that, when you have archetype data on your target audience, you know how best to customize your marketing strategy for each of those groups, to ensure the greatest chance of success engaging with them.

We help you look beyond the numbers you’re targeting and see the people you’re trying to pitch your brand to. Because when you can understand your customer better as an individual, you know how to reach them by speaking the language they prefer.

That’s the Zirca ContentiQ advantage.