Sometimes, surprises are tapping into daily data.
Get a category of customers that the start of Doug Rubin, the Northwind climate, calls “climate maker”. They are concerned about climate change and tend to determine priority in climate -friendly purchases, the type of identifiers that can be stereotically associated with things such as buying organic foods or the advantage of local businesses.
“It turns out that the climate climate category is actually customers that the most frequent fast food restaurants,” Rubin Techcrunch told. Moreover, about 30% of climate makers are Republicans, he added.
The Northwind climate evolved from Rubin’s work in the political world, where surveys are essential to understanding shifts in public sense and identify potential voters. The beginning has gathered a round of $ 1.05 million, he told Techcrunch exclusively, with participation by angel investors, including Tom Steyer, former Massachusetts Deval Patrick and Alexander Hoffmann of Susty Ventures.
Instead of dividing people into demographic buckets that can segment along political, generating or regional lines, Northwind climate analyzes the survey responses for behavior data that can be used to classify customers.
In addition to climate makers, who make up about 15% of all American customers, the Northwind climate has identified four other behavioral groups, ranging from “anxious climate”, or people who are a little less concerned about climate change and are not financially safe as climate persons, up to climate disbelievers who are likely to be pensioners.
But Rubin adds, “Even in that bucket (climate disbelievers), there are messages and ways that work with them.”
Get some tests Northwind did in electric vehicles. For climate makers and “anxious climate”, two categories of customers who are most likely to buy an EV, the start suggests that automobiles frame cars as issues of choice. “We are offering choices for those who care about reducing pollution, saving money in gas and help address climate change,” one of Northwind’s suggested areas is read.
But for climate suspects and disbelievers, who are less likely to buy one, the focus of the tar is shifted from choosing to freedom: “Americans must have the freedom to drive what they want. We want to make electric vehicles pure, affordable and practical for millions of Americans who want one.”
The start has built a database consisting of 20,000 surveyes in the survey in eight surveys, and Rubin says it is growing with 2,500 respondents per month. Tredo three months, Northwind also runs a specific industry study to capture deeper knowledge of different customers.
Companies that agree to the service, which costs $ 10,000 per quarterly or $ 40,000 a year for a typical customer, can add up to their four questions each quarter, which Rubin said is less than what they will wait for an annual study.
Within the platform, customers receive access to the data Northwind has collected, the questions he has asked, and some basic analyzes such as cross tables. Starting is to build a chatbot to allow users to look for more specific analysis using simple language questions.
Concerned consumers can take a careful eye on such a platform, worried that this can help companies give up their businesses. But ruby is not worried, saying polls have shown that consumers are quite frugal. “Our data show that there is a clear risk to their brands and reputation from making claims that are exaggerated or otherwise untrue,” Rubin said.
Rubin said Northwind is also developing what he calls a virtual focus group. Basically it is a model of it, trained in the survey answers, which can analyze a company’s marketing materials like television spots or social media advertising and provide reactions, just like a human focus group. The beginning hopes to have it available in the next four to five months, Rubin said, though it will use new data to constantly refine the model.
Rubin is convinced that companies lack opportunities to connect with climate -conscious consumers. “If you look at the data and where the customers are – and it’s all over the board, it’s not just Democrats or independent – they really love this, and they will reward companies that are ready to be smart for it,” he said.
