Most market researchers still identify market segments based on fixed characteristics such as age, gender, race, income, etc. The problem is, modern society is more complex. People identify themselves according to values, interests and passions. Each person has their own personality and culture. On the one hand, it is more difficult to grasp and structure these characteristics, and on the other hand, these criteria are constantly in flux.
For this reason, Audiense derives consumer segments from the behaviour of consumers "in the wild". Audiense processes social data from various social listening tools to cluster communities and interest-based audiences. This makes Audiense more likely to reflect true affinities and become a powerful input to strategy.
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