Digital Marketing Guides & Strategies

Consumer Profiling: The Beginner’s Guide | GlobalWebIndex


Consumers now expect more from brands, as we can see they want a personalized experience that speaks to them alone. that’s why consumer profiling is important.

Marketing has always been challenging, therefore marketers need to develop customer and consumer profiles based on their interests, behaviors, attitudes, perceptions, and behaviors.

That’s way consumer profiling or customer profiling is the only way to collect every needed insight you need to identify, define, and segment your target audience.

How Does Consumer Profiling Work?

Consumer profiling is not only about doing extensive research, but it also goes far beyond the basic demographics. It means you have to get closer to your consumer as possible, that way you can reach them the right way.

Consumer profiling means creating value from data, that way you will understand what you need to know about your target consumers and the market around them.

The process starts like that:

  1. Focusing on your current customers.
  2. Focusing on your desired target audience and target market.
  3. Getting the validation you need that you are looking at the right people.

Understanding consumers’ reasons are more important today because marketing work is personalized, responsive, and adaptive to consumer needs. Back in 1984, Orvel Ray Wilson famously said: “Customers buy for their reasons, not yours.”

Types of Segmentation

You need to target your marketing as possible to your target audience, therefore audience segmentation is important as it ensures this happens. The traditional market segmentation involves splitting consumers into groups based on their basic demographic data like age, gender, or location.

Nowadays, the process goes much deeper than before. There are new segmentation techniques. The following chart shows the types of segmentation.

Consumer Profiling: The Ultimate Beginner’s Guide 2020 | DMC

  1. Demographic
  2. Geographic
  3. Behavioral
  4. Needs-Based
  5. Perceptions-Based
  6. Psychographic
  7. Interest-based
  8. Attitudinal

What Do We Know About Today’s Consumers?

The following chart explains what marketers need to know about today’s consumers.

Consumers want a personalized experience that speaks to them alone. that's why consumer profiling is important. Download the full guide at DMC.


  • 91% of today’s consumers own a smartphone.
  • Online Shopping is now a mainstream activity.
  • 30% of online consumers are using VPNs.
  • 3 in 4 online adults are purchasing products online every month.
  • The average internet user now has up to 8 social media accounts.

What’s in The “Consumer Profiling: The Beginner’s Guide”

  • What is consumer profiling?
  • Why does it matter?
  • Marketing that works
  • Questions your consumer data should answer
  • Stage 1: Segmentation
    • Knowing your audience
    • Segmenting your approach
    • Insight in practice: Blis
    • Creating data-driven buyer and consumer personas
    • Mapping the consumer journey
    • Audience spotlight
  • Stage 2: Messaging
    • Turning data into insight
    • Creating ideas that stick
  • Stage 3: Engagement
    • Staying ahead of trends
    • Behavioral science
    • Getting personal
  • Chapter 4: Measurement
    • Measuring campaign effectiveness
    • Tracking people, not devices
  • Conclusion

Number of Pages:

  • N/A


  • Free


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.

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