When a brand has identified a target group that shares its core values, it can start designing its offering to suit the people in the target group. Online media are a great way to communicate with the target group. To do so, the brand must first identify these individuals in the digital world.
Our passion point methodology helps brands find their value-based target group in the digital flow. It also identifies relevant brand tribes that act as the design core of the target group. Each passion point consists of a set of interests that people who are driven by the same life values have in common.
The passion point tool enables better understanding of the target group using data available in social media. In this way, it can be a source of new insights about the target group as consumers outside their particular category. For example, the passion point tool can reveal the right brand partnerships. It can also identify the right influencers to represent a brand.