Audience Profiling: #BeardLover vs #NoBeard

The world has always been divided into two factions: those who love a long, thick beard and those who prefer not to have it, to be shaved.

Usually seen as synonymous with strength, or with virility, men have always had very clear ideas about their beard, as well as their girlfriends do. (The female audience has always been fascinated by this topic).

For a brand of the  Beauty and Skin Care industry, how important is it to know the characteristics of its main consumers? In these times of change and crisis, such as the current one we are experiencing, is it possible that users’ habits and interests can change day by day?

In a previous post, we anticipated the release of a new feature on KPI6 platform that will be strategic for many decision-making aspects, thanks to the listening of the conversations and the real-time profiling of a dynamic audience.

With the use of this up-dating data, we are going to show you how a Beauty Care brand can perform a Digital Advertising campaign on two different Buyer Personas, monitoring the campaign depending on the evolution of these dynamic audiences.

A Digital Consumer Intelligence platform allows, thanks to its new features, to deepen the analyzes in a completely new perspective, much faster and more performing. 

In KPI6 the listening and profiling phases are no longer two divided and distant environments, but coexist together, making a more complete analysis of the insight, knowing the interests of the audience that change in real-time, depending on the conversations.

In the next paragraphs, we will focus on real-time changes of the main characteristics of two audiences: #beardlover guys and #nobeard guys.

Do you want to improve the performances of your Digital Campaigns?

Experts from large companies, such as Deloitte, Group M and ENI have already found an innovative way to use this technological cookieless model for their creative strategies.

The aim of this research is to obtain, from the analysis of the social media and web conversations about the beauty / personal care world, the profiling of the interests and characteristics of two well-divided audiences: bearded guys and shaved ones.

Because of the crisis situation due to CoronaVirus, a lot of people remain all day long at home, they do not go to work and have changed their lifestyle. This closure situation can certainly lead to the change of some daily attitudes and characteristics, such as the beauty routine.

In this case, it is important for beauty and personal care brands to know the evolution of these changes, such as the habit of shaving and taking care of the aesthetics of his beard.

Very useful for the purposes of this analysis is the use of the new KPI6 release, Research Audience, which allows precisely to know the dynamic audience over time and show insights for interests.

We have interpreted the profiling of this audience not on the basis of what they showed in their past digital conversations (as we did in the old audience environment), but on the basis of the topic and the search feed. It is a real-time insight into “how people are made”.

This is what exactly Digital Consumer Intelligence does: it considers listening as only the first of a series of essential steps, up to the final goal of understanding who speaks and what he says. Not only an analysis of the posts connected to related research but a real-time analysis of the users who interacted, determining their interests, physiological traits and the job title too.

The Artificial Intelligence algorithm collects all this information that can be updated and filtered in real-time, based on listening to the phenomena.

But let’s go to the straight, let’s go to the focus of our research: understanding the main differences between an audience that has a beard and an audience that does not have it, to activate a Digital Advertising campaign.

The first step was to create a broad search query on our platform that included references to #beardlover (with the use of thematic keywords and hashtags), to #nobeard (including keywords, hashtags, and phrases generally used by these users) also introducing research on the “Beard care” world,  with references to products and brands of this sector.

Taking the last month’s data, and focusing on the research of the two segments that interest us, we can have this number of conversations which, although small, can certainly help in giving us information on these two market niches.

We can immediately see that surely, in the social and web world, there are more conversations in the No beard world than the other. If the trend of the Beard lovers has remained constant (except for a negative peak in the last few days), the trend of the No beard has been a climax, particularly in the last week.

This peak at the top is due to the viral trend spread on social media of shaving the beard. You know, boredom makes bad jokes, so the social networks were filled with photos and posts of boys showing their “before and after”, going from bearded men to small innocent kids.

A “trend” also born as a sign of respect for many people who are working in these difficult days in the hospital and have had to shave their beards for hygiene rules, to avoid contagion.

If in the time trend chart we can see that the #Nobeard segment has more conversations, surely the #beardlover has the highest sentiment. Generally positive sentiment in both segments, much higher, however, in the #beardlover query, as we can also see from the number of hashtags used. The #nobeard segment presents a negative sentiment and, reading the conversations, this is probably due to the boredom and general sense of discomfort of this period.

After having completed the monitoring and listening part of the conversations, which have allowed us to have a general overview of the time trend of the volume of posts and information related to Sentiment Analysis, we can move on the Audience, paying attention to a detailed analysis of users, going to profile demographic data (gender, age), interests, origin, habits, job titles, etc.

The news is that we have found a way to bring audience analysis into the listening environment, of inserting new insights relating to the audience of research into dashboards.

This allows us to deepen the interests of users who participated in discussions, discover their range of age, gender and much more.

How to do it? It’s so simple! You have to switch on the AI logarithm about “Research Audience”, wait a while, and now it’s possible to have all these data (listening and customized ones) in a personal, customized dashboard, with all the charts that you need for your research.

Analyzing each audience, we will apply a filter about the time period, in order to see how each segment has changed, from a demographic and interest point of view, over the course of a month.

From the first two photos, we can already see how the main target of the #beardlover has changed within a month, passing from the 35-44 age group (1st photo) to the 25-34 age group. Little news: in recent weeks, even the youngest (18-24 years) are joining to the beard lovers team.

During the last month, beard lovers have not changed so much their interests and habits. So strong is the interest in animals and pets, as well as in Food and Drink. We can notice a little increase of interest in Technology. 

As we can see from the entity table, the greatest passion (hobby) for beard lovers is always photography and Instagram.

But who are beard lovers? what are their jobs?

As we can see from the graphs, there has been an increase over the past month.

If before the main beard lovers were personalities related to the artistic world (visual artist, interior designer, tattoo artist), in the last few weeks many other professions have joined the team (Insurance consultant, director, bodyguard).

A change of trend that could be important to interact with profiles never considered before.

We can see that after February 24 (the date chosen by us as a watershed, in concomitance with the first Coronavirus infections in Italy) the percentage of people who shave their beards has become much more homogenous among the various age groups.

We have been able to see this increase also in the previous graphs, where the No Beard segment was predominant, with an increasing number of conversations.

It is possible to notice this age change in the audience also from the interests chart.

If in the pre-crisis phase, the young audience was more passionate about sport, in the last few weeks, due to the entry in the #nobeard audience of older age groups, a greater interest in current affairs and in politics can be noted.

This fast generational change among #nobeard can also be seen in the Job titles chart, from the presence of younger professions (YouTuber, student, influencer) to wider professions in various sectors (engineers, managers, journalists).

This analysis allowed us to know step by step the personal characteristics of two niches. Now we can have more information, so we can practically create the Buyer Persona with whom a Beauty Care brand wants to talk. 

Applying the analysis of KPI6 on a Digital Advertising Campaign means for example to bypass the obstacles and limitations of the Facebook Pixel, which does not have updated data to the quarantine -crisis, while our not solicited and in real-time data provide dynamic information on the audience and their real needs. 

A very important opportunity for a brand that wants to anticipate trends and get ready to intervene with the launch of a product or with a strategy, immediately after the end of the crisis.

Always thinking about how to improve our customers’ business, in the next month we will release many revolutionary new features that will radically change the market research sector forever. So, keep in touch with us!

Who talks about your brand? Do you want to know their interests in real-time?

Experts from large companies, such as Deloitte, Group M and ENI have already found an innovative way to use this technological cookieless model for their creative strategies.