Marketers Pinpoint Today’s Consumer with New Web-based Tool

Michelle Remo, “Big 4″ observer
August 13, 2012 /

Consulting firm Ernst & Young has rolled out a web-based tool for marketers to map consumer habits and ensure the relevance of their offering and drive customer loyalty.

Available to public through, the Consumer Barometer tool allows users to create a personalized “consumer profile” by selecting the location, product, age, gender and income group that matches their target audience. A number of customer profiles can be viewed at any one time for direct comparisons analysis, and the results can then be printed or downloaded as a PDF for future reference.

The data within the Consumer Barometer tool was taken from the survey This time it’s personal: from consumer to co-creator, which took the pulse of almost 25,000 people of all ages and backgrounds, in 34 countries, across mature and emerging markets. The survey asked each individual detailed questions about their purchasing activities, preferences and perceptions across 10 different products and services.

Rudolf Boehlke, Ernst & Young Europe, Middle East, India and Africa (EMEIA) Advisory Marketing Leader said: “The survey gave us three million data points, and a report would only scratch the surface, so we invested in a web-based tool that allowed clients, students and marketers to categorize the millions of data points to create their own profiles and compare them. This is pure content and it’s the first time we’ve given the external world the ability to work with Ernst & Young data in this way.”

In today’s globalized world very little is fixed and many factor are fluid, whether it’s consumer behavior or brand loyalties, trusted media or shopping habits, market segments or the role of physical stores. The aim of the tool is to help companies analyze this changing environment using reliable data to create strong marketing campaigns that can transform their offerings, along customer-centric lines.

Boehlke added: “Previously there hasn’t been a central resource, where marketers can profile and compare the audiences they’re trying to reach. Understanding the implications of the trends within today’s retail setting and developing solid principles of effective marketing, will help organizations navigate through this new consumer environment.”


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