When it comes time to write a brief or RFP, most marketers and advertisers lean on a psychographic profile to uncover a great audience insight. Brands spend hundreds of thousands of dollars developing these profiles so that they can reach their ideal consumer, which they name something like the “successful experienced creative American enthusiastic explorer.”
What brand wouldn’t want to target a “successful experienced creative American enthusiastic explorer”? They sound so fun! What’s less fun is the time, money, and outdated data that often drive the development of these psychographic profiles. It can take weeks—often months—of focus groups, which have their own limitations, like sample size or selection bias.
In nearly all of our workshops at Google BrandLab, there’s an “a-ha!” moment when marketers realize they can sharpen consumer insights and collect data from larger samples with Google’s public market research tools. These kind of insights help brands get the quantitative research they need to inform their marketing strategies. Here, we’ll share our favorite tools and how to use them in the hopes that you might have that “a-ha!” moment, too.
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