Influencing change through psychographic profiling
Cambridge Analytica, the name that costed billions of dollars and reputation issues to Facebook, has put psychographic profiling back in scrutiny. Psychographic profiling/segmentation has been part of market research practices for decades now. It was traditionally done through surveys, but rich data available from the social media has opened innovative ways to understand the collective conscious and broader cognitive nodes that connect one individual to another.
Hopes and fears often bring us together. In Cambridge Analytica episode, large-data sets encapsulating people’s hopes, fears, dreams, concerns combined with natural language processing and machine learning led to actionable insights that were oriented against the public good. This is a case of data protection and privacy than the misuse of psychographic profiling.
In this article, we move away from the negative sentiment around psychographic profiling and employ it for a better cause that’s currently being discussed – saving endangered animal species.
The world needs psychographic profiling
Last week in other big news, Sudan, the last male northern white rhino of the world died. This news triggered reactions from netizens and celebrities from around the world.
The world joined celebrities like Leonardo DiCaprio to Bindi Irwin (Steve Irwin’s daughter) to mourn Sudan’s death.
Extinction of wildlife is not a new phenomenon, but we humans choose to ignore it until a reality check hits us (like the death of the last animal of its kind). This event made extinction real for a lot of us and Google Trends showed a surge in keywords “white rhino”, “extinct”, “Endangered” during this time period.
We also observed key social conversations on this topic that centred around the hope of brining white rhino back from extinction, human impact on extinction and a call from Bindi Irwin to stand together and protect endangered animals.
Putting psychographic profiling to save the endangered species
It’s not all over. We can still act and help other endangered species not meet the same fate as Sudan did.
Wildlife conservation organisations like WWF (World Wildlife Fund), IFAW (International Fund for Animal Welfare) or other organisations alike can use this incident to influence a positive behaviour change through psychographic profiling of people (and their voices) online.
When it comes to the concept of wildlife conservation or animal extinction, there are three major psychographic profiles.
Psychographic segment 1: They believe extinction is real and needs attention;
Psychographic segment 2: Who believe that enough resources are poured into conservation of wildlife and its all under control, and
Psychographic segment 3: Those who are not interested in wildlife conservation
The wildlife conservation organisations can psychographically target the segment of people who believe extinction is real to contribute more. More importantly, they can also influence the segment of people who think extinction is under control as this incident is a reality check for this segment. The organisations can look at where most of the reactions are coming from. In this case, most of the interest was from Kenya, South Africa, Australia UK and the US (source: Google Trends). They can then use this to influence the behaviour change.
To target these psychographic profiles effectively, these organizations need right medium and a powerful message. So, here are some thought starters.
1. Learn from search behaviour trends and target the psychographic segments by their interests
2. Craft messages with a sense of urgency to influence positive behaviour/attitude change.
There are many like Sudan and psychographic profiling is one answer to creating a sense of urgency to save them.
This article was co-written by Isentia’s Prashant Saxena, Insights Director for Singapore and Arun Elangovan, Advanced Analytics & Data Science Manager for Singapore.
Sustainable Social Media Hype
WHAT IS SOCIAL MEDIA HYPE? In today’s digital age, hype is a powerful marketing tool on social media platforms. The social media sphere is often caught up in different waves of hype. Hype takes shape in the form of seemingly unending buzz around a particular new product, event, venue opening and so on. As with […]
Reputation management: Winning trust in today’s changing mediascape
In today’s ever-changing media landscape, sharing data and information are made easy with the convenient access to social media and the fact that brand’s online reputation is never fully controllable, is what makes it so valuable and trustworthy. Organizations are using digital content and online search to position their brand. The importance of online presence […]
The Power of Hashtags – Are Hashtags Being Neglected in Branding Strategies?
The hashtag is a hash symbol (#) followed by a word or short phrase. It has since became an imperative element of social media platforms. What are the various roles of a hashtag and how can it be used effectively in branding strategies?
Facebook Top Fan Badges – And why you should be interested
You may be surfing some of the popular Facebook pages and have noticed this little jewel icon with the legend of ‘Top fan’ on some of the commenter’s posts. This is a new Facebook feature as part of the global roll out, meant to help brands like yours, identify top fans of your content. Isentia […]