Consumer relationships with brands are more complex than ever before, particularly with today’s dynamic youth, urban and Hispanic segments. Marketers must work harder than ever to understand the complex consumer identity, and may utilize various tools to develop this vital and intimate knowledge.
Traditional ways of observing, segmenting and analyzing consumer behavior can serve as a foundation for consumer knowledge, while non-traditional methods can uncover innovative and fresh opportunities for brand connections.
Delving into motivations of consumer groups that share passions, rituals, and value systems can help marketers uncover new target segments. So whether it’s understanding ways to connect a brand to tuner culture (auto enthusiasts who alter and customize their cars) or discovering why and how Latino skateboarders can become brand ambassadors, marketers should understand that a consumer’s complex identity poses many more points of entry and countless opportunities for brand connections.