Fado Lovers
- Solution evaluates consumer habits, media preferences and lifestyles
- Support for defining targets, channels and content
Nielsen has launched its Digital Audience Profiler solution, a tool designed to provide a more in-depth understanding of the public. online and optimize brand marketing decisions. The consultancy's original methodology analyzes the information obtained from social media from a market analysis perspective - verifying information associated with consumer habits, media preferences and lifestyles - and shapes it into insights that can be transformed into concrete actions.
Digital Audience Profiler aims to respond to the ultimate goal of understanding audiences as a key factor in leading effective marketing campaigns. Given the immense universe of audiences that exists on social mediaHow can brands find out what their consumers are looking for, what their interests are, what drives them and what is the easiest way to reach them? And how can they adapt their strategy in terms of targets identified, channels used and content developed?
As João Otávio explains, Senior Client Development from Nielsen, "The ease with which digital solutions can be used is not only seen among consumers, but also in the growing investment made by brands. The interest in this type of advertising vehicle is becoming more and more noticeable and, as a consequence, there is a need to be able to evaluate the effectiveness of the communication process, its return on brand visibility and its impact on the results achieved. Through quantitative data, Nielsen is now able to pinpoint exactly who the online audience is and the easiest way to reach them, by cross-referencing their demographic and behavioral characteristics."
The segmentation of targets and the definition of a reference public as the object of study make it possible to arrive at analytical results and insights relevant to the implementation of successful campaigns. Each brand can, according to its specific objectives, define the audience to be studied based on sociodemographic variables and identified behaviors and interests. This profile is then analyzed in comparison with a reference universe, so that conclusions can be drawn about the specifics of the audience to be analyzed.
In order to exemplify the solution provided, Nielsen carried out an analysis of the Fado LoversThe aim of the study was to identify shared interests within this group. In this case, the audience studied were social media users located in Portugal, aged between 18 and 65, who express an interest in Fado, analyzed in comparison with the general population.
The evaluation carried out using the Digital Audience Profiler solution showed that those who enjoy this style of music have broader tastes in terms of music. Overall, the target audience expresses a greater affinity for most styles, which seems to indicate a genuine taste for music, with classical music standing out the most. Affinity is also shown with artistic activities such as theater, architecture, painting, writing and various musical events, such as opera shows, concerts and musical theater.
The Nielsen solution also reveals that Fado Lovers are also avid readers, with a particular penchant for the work of Fernando Pessoa. Other authors, such as Luís de Camões, José Saramago or Sophia de Mello Breyner Andresen, are also important choices among this group.
They are also fans of different types of cuisine. While French, Italian and Spanish (Mediterranean) cuisine are highlighted, more exotic options are also mentioned, such as Japanese, Chinese, Korean or Middle Eastern.
The members of this group are more attentive to social issues and concerns than the general public. Topics such as volunteering, ecology, human rights, politics, the environment and sustainability are the most motivating for this group.
A special interest in Fado is noticeable in Coimbra and Lisbon, as well as in the various districts of central and southern Portugal, such as Évora, Santarém, Beja, Setúbal and Portalegre, which have a higher proportion of Fado Lovers compared to the general population. This profile is more female (60%) and more mature than the national population average.
Nielsen's Digital Audience Profiler solution also allows us to understand, for example, which social networks are most used by this audience, the information channels they visit, the personalities they are interested in or the brands they have the greatest affinity with, among many other variables.