New Report Improves Marketers’ Ability to Uncover the Human Element Behind Consumer Decision-Making
Resonate, the leading provider of consumer intelligence for marketers, announced the launch of its Personal Values Report, a new tool in the Resonate platform designed to make it even easier for brands to build strategies around the motivations that drive consumer behavior to choose, buy, endorse or abandon. The tool identifies a brand’s customers’ top values that influence action and underpin emotions. Additionally, the Personal Values Report provides concrete tips for better engaging around those core drivers.
“Resonate has always been a curator of what we call ‘The Human Element’—a deeper understanding of the values and motivations that drive individuals to buy or support certain brands, products and causes,” said Dave Jeyes, Senior Product Manager at Resonate. “The new Personal Values Report extends our expertise to brands in a way that enables them to more easily apply the insights across their entire marketing operation—from brand strategy to acquisition to retention, loyalty and beyond.”
The Personal Values Report is built around the Theory of Basic Human Values, developed by Shalom H. Schwartz. These 19 Schwartz values represent the latest understanding of core human values and have been found to be not only cross-culturally stable but also highly predictive of purchasing behavior.
The values and motivations driving purchase behaviors among consumers can differ greatly, even among shoppers in the same category. For example, an analysis of Columbia Sportswear customers vs. Patagonia customers via Resonate’s Personal Values Report reveals the top three personal values influencing purchases among each brand’s audience. While both audiences share the value of stimulation and a desire for a life full of excitement and challenges, there is a significant difference in other values. The analysis of Patagonia customers reveals the values of nature and independence. Conversely, Columbia buyers value being in charge and directing people (authority) and the freedom to think up new ideas (creativity). Such knowledge would suggest that Columbia Sportswear should consider employing confident and commanding themes in its content, creative and messaging, while Patagonia would benefit from products, offers and imagery that reflect the independent exploration of nature. (Note: Columbia Sportswear and Patagonia are not Resonate clients.)
The Personal Values Report draws insights from Resonate’s dynamic, continuously updated consumer intelligence platform, which covers more than 10,000 attributes across 185 million people in the U.S. The reports, generated based on surveys and insights around individuals who self-identify as purchasers of a given brand, can be segmented according to a wide array of demographic filters. Brand marketers can also leverage their own first-party and external third-party data sets within the tool to gain a deeper, more-granular understanding of their audiences.