QOTD: Which Of These Best Describes You?
Our latest Question Of The Day (QOTD) takes a deep dive into the world
of personalization. Ever felt that excitement of someone getting just
the right gift for you? That's the magic we aim for in marketing—knowing
our audience so intimately that every message feels like it's
tailor-made. With this QOTD, we're unwrapping the secrets to striking
that personal chord with every customer.
Question Architecture
In our Question Bank, "Which of these best describes you?" isn’t just
any question. It's a strategic tool you can add to your Question
Stream® that can help you understand your
customers on a whole new level.
This simple yet profound question enables you to spot customer segments
and tweak your messaging accordingly. It's a closed-ended question so
you set the choices, and the customer leans into their preferred
segment.
Now, imagine you blend your customers
answer
with their answer to “How did you hear about us?” Suddenly, it’s not
just about preferences—it's about strategy. Maybe a segment routinely
discovers you through the enchanting threads of Reddit, but you’ve been
trying to reach them on LinkedIn.
And if your curiosity isn't quenched yet, sprinkle in a follow-up
question to delve deeper. Every layer adds depth.
Use Case: Personalization
A niche electronics brand believed that the vast majority of their
clientele are Professionals. The sort who need the latest tech for
heavy-duty tasks. But when they posed the question “Which of these best
describes you?” to their customers that assumption was put to the test.
Only 20% were Professionals. The real stars? Hobbyists. The brand
swiftly adjusted their marketing strategy, leaning more into the
Hobbyist's world. Their path illuminated further when they paired these
personas
with the responses to "How did you hear about us?".
Lo and behold, these hobbyists learned about the brand from places like
TikTok and Reddit. The brand’s marketing strategy pivoted, turning its
spotlight onto these newly discovered platforms.
You could take a look at the Average Order Value (AOV) across these
customer segments. Chances are, you've never had persona-segmented AOV
metrics before. Well, now you do. That means any decisions on media
spend and profit margin can be laser-targeted to produce ROI.
This article is part of our Question Of The Day (QOTD) series, where
Fairing teams up with the industry’s smartest qualitative marketers to
deliver expert perspectives on zero-party data. Find more of these best
practice questions in our Question
Bank.