TWS Profilers

The objective of the WorkShop Profiling is to do exactly what the name suggests – i.e. to provide an in- depth profiling of the population of interest. In the process of profiling several aspects of consumer behaviour are revealed – behaviours that provide a very clear insight into consumer rationale. This information allow us to determine our strategy in further developing our brand, pointing out the next steps necessary in convincing consumers to change strong habits. It will also show us the way in which different groups of consumers may be approached through different marketing activities. As a methodology the profiler is a quantitative measurement of qualitative characteristics.

For example, in many cases we have already acquired a lot of information in respect to the barriers that restrain consumers from adopting our brand. No more information is needed in terms of recognizing the barriers themselves. However, to further develop the brand and continue growth there is a need to understand the source and the mechanism that feeds these barriers across the different populations of consumers. The WorkShop Profiling aims at revealing the source and nature of each barrier - functionality, price, product performance, preconceptions, bias, habit, lack of knowledge, emotional attachment, etc. Understanding the source of the barrier, the nature of the barrier, and the strength of the barrier we can address it more effectively for different groups of consumers.

Profiling is divided into six parts – each measuring different dimensions of consumer behaviour:

1) personality characteristics (introvert-extrovert, passive-active, modern-traditional, and with high or low cultural capital), 2) attitudes towards the broader segment within which specific market under investigation operates – e.g. nutrition in the case of food products, 3) practices that represent attitudes towards broader segment – e.g. nutritional habits in the case of food products, 4) practices relating to specific market – e.g. cooking practices, 5) purchasing habits within market of interest and 6) and attitudes towards brands. Each of these dimensions represents different aspects of the same object of investigation. Each dimension represents a different “layer” of consumer behaviour, at different levels of awareness.

Knowing the consumer profile in depth allows marketing activities to be more effective; within a reasonable time framework and a reasonable effort in both financial and human support.

TWS Profilers

A primary difference in the way that this model operates is that it recognizes the needs and wants of consumers / buyers / people as the basis of market dynamics in terms of value created and potential for growth. Consumers / buyers / people are ready to exchange a specific value (money) for a product and brand in so far as this product gives value in return. This means that the quality of the supply provided (degree to which alternatives meet demands) is far more significant than the quantity of that supply (number of alternatives on offer). This model separates the need that determines the demand (quality of demand) from the actual supply of alternatives.

The model evaluates three different value sets that form part of the system. 1. The Value of the Need (needs and the significance of their satisfaction) as a measure of the degree of willingness to exchange (quality of demand) at what cost (at what price), 2. The Value of the Market (degree to which alternatives satisfy needs at an exchange rate that is of relevance to the consumer), 3. The Value of the Product and Brand (significance of product and brand in creating value in the market).

This model pays particular attention to quality dimensions characteristic of the market as opposed to quantity. These quality dimensions reflect value in so far as this value reflects the exchange rate underlying consumer buying behaviour at the basis of consumer needs. Within this approach a market is mature only in the degree to which needs and wants are satisfied to the maximum consumer-product exchange rate. The quality and significance of needs in relation to the quality and significance of alternatives offered determines the market dynamics and the direction of growth.