Are you too cool for Juul?
Using text analysis to deconstruct consumer tribalism
Date: Wednesday, March 30
Time: 10:00 AM EST / 4:00 PM BST
Brands have always looked to categorize their consumers through persona targeting, but typically only do so using quantitative and very limited qualitative data. This leads to target audiences being defined by narrow, restrictive parameters.
But in a world bursting with consumers data points, you need to view customers through a panoramic lens, rather than the traditional portrait.
In this webinar, Relative Insight's Yvette Stimson will present some new research based on insights gathered from a survey that asked a large vaping community a whole host of open-ended questions.
We were interested to discover if people's vaping habits revealed more about how they see themselves in the world, and how this choice intersects with the rest of their lives and buying habits.
Yvette will also be joined by Sign Salad's Mark Lemon who will offer an introduction to semiotics. He will focus on some general semiotic principles, looking at how ‘meaning’ is interpreted and communicated instinctively by consumers through their purchasing decisions and behaviours, and how these ladder up to form consumer tribes.
To learn about how the lexicon of vaping transcends the sector and reflects wider consumer trends sign up now.
Fill your details out on the right, and we'll send you the recording if you can't make it on the day.