In a crowded market, how does Ford stand out?
For a quick survey of the audience, People Pattern ingested a sample of @Ford followers. For each each unique user, the platform pulled the last 200 posts published to the account and ran the text through a set of classifiers for analysis. After a day, thousands of complex portraits reflecting a diverse audience with nuanced interests and demographics emerged from the data.
What we found was interesting. On a high level, Ford’s audience is largely made up of Caucasian males like Kegan, below.
Kegan falls within the Auto Employee persona. He is not alone: nearly 41% of Ford’s audience is categorized in the same persona segment. These folks are characterized by interests in humor, image sharing, gaming and major sports. The average age for this segment is roughly 30 years old. The Auto Employee can be found in cities around the United States, with the highest concentrations in metropolitan areas surrounding Houston, TX and Chicago, IL.
To better understand the nuances of the segment, People Pattern took a deep dive into the persona data to extract top named entities. From over 23,000 unique posts, popular teams and consumer electronic brands emerged as particularly hot topics. The data suggests that Ford could benefit from more sports-related content and could improve usability by designing interior operating systems that are compatible with all kinds of operating systems.
As the New Year approaches, Ford shifts into a new data-driven gear with Paul Ballew at the helm. Ballew has his work cut out for him, but armed data-driven audience intelligence brands like Ford can streamline product design and messaging for customer-centric designs.
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