Resonate’s State of the Consumer Report Reveals New Insights into 4 Intriguing Customer Segments

By STS News Desk On Oct 25, 2019

New Research: Growing Consumer Optimism Prompts Surge in Retail, Travel Activities

New Report from Leading Consumer Intelligence Platform Explores Purchase Motivations of Consumers That Extend Beyond Marketing Messages

Resonate, the leading provider of A.I.-driven consumer intelligence for marketers, released its latest State of the Consumer Report, which examines four distinct audience segments that collectively represent the major underlying influences behind today’s consumer purchases. Specifically, the research breaks down the motivations driving activist shoppers, personal values shoppers, advice-seeking shoppers and blog-obsessed shoppers.

“Everyone is guided by an underlying set of core personal values, and those values are reinforced by social causes, advice from those around them and prominent bloggers. This first-of-its-kind analysis takes a look at all of these forces, and it reveals insights that marketers need to create enduring connections with today’s consumers,” said Bryan Gernert, Chief Executive Officer of Resonate. “Data and insights are necessary ingredients for brands looking to create resonant, personalized experiences. The quality of the insight ingredients they use is more important than ever. If marketers want to drive sales, growth and loyalty, they must seek to enrich their current data set to uncover—and align themselves with—the key motivations that drive people.”

Resonate’s State of the Consumer Report analyzes the buying decision influences of the following four audience segments.

The Activist Shopper: The report examines three distinct types of activist shoppers: those who value companies that focus on healthy environmental practices, shoppers who seek out companies known for being ethical and shoppers who value companies that are avid charitable contributors.
The Personal Values Shopper: The report analyzes consumers who fit into four broad categories of personal values: openness to change, self-enhancement, conservation and self-transcendence.
The Advice-Seeking Shopper: The report provides deep insights into consumers who are devout readers of product review sites and people who seek the advice of family and friends before making purchases.
The Blog-Obsessed Shopper: The report delves into the motivations of people who read the top health blogs, fashion blogs and mom blogs.