The value of data vol. 1 - search terms
Valeria Baker
This very interesting read from i-D magazine shows the real value of data for a strategist on the build up for the discovery phase of a project.
Often when it comes to researching a consumer/audience these avenues within the digital ecosystem of a brand are left aside. We see strategists and brands recycling old research habits that reveal little to none about the consumer. Consider this an invitation to probe your curiosity and ask yourself how can understand my consumer better?
Now in this particular case, 2018 saw a 66% increase in the search term “sustainable fashion”, revealing the consumer’s true appetite for the subject. Insights such as this one can allow a brand to develop a clearer view of their consumer, allowing the strategist to envision where and how to reach their audience in a relevant way. It could reflect as a micro-moment on SNS to ride the viral wave or a clear brand campaign calendar for the long run. In summary Data is key to Research, Plan and Measure our strategy.