Understanding savvy researcher consumers is not just beneficial, but essential for brands looking to stay relevant. According to a study by Invoca, 80% of customers do research online before they head out to shop. But what exactly defines a "savvy researcher," and how do we understand their behaviors and preferences?
In this blog, we explore the terminology, as well as tools to identify and find savvy researcher segments within your customer profile.
The term "savvy researcher" refers to consumers who invest considerable time and effort into investigating products or services before buying. This behavior often transcends a mere price comparison; it can involve a holistic assessment of quality, authenticity, sustainability, and ethical considerations. Not all savvy researchers seek out the same details, but they do utilize multiple channels for their investigations. This could include online reviews, social media, forums, and even offline details to gather as much information as possible.
Identify Top Savvy Researcher Segments
Which consumer segments are classified as savvy researchers, and how can you spot them in your own customer profile? Using the Audience function within the Segmentation Guide, which is accessed through SCOUT, we were able to select the “savvy researchers” variable to identify the top segments that meet this criterion. It was no surprise to find that savvy researchers are not confined to a single demographic; they span across various household types, each with unique characteristics but united by their methodical approach to buying.
To identify these segment types within your brand’s profile, start by cross-referencing our list of top five savvy researchers:
- A03 Kids and Cabernet
- A06 Jet Set Urbanites
- G25 Urban Edge
- O50 Full Steam Ahead
- O54 Influenced by Influencers
As we continue to dive into this top five list, it's important to note that these segments represent a snapshot and not a comprehensive view of the savvy researcher landscape.
Apply Segment Insights to Understand Differences in the Savvy Researcher Landscape
If you’re looking to attract these well-informed consumers, it’s recommended to drill into the segments within your brand’s customer profile. For instance, the segments we’ve highlighted include the prosperous, middle-aged "Kids and Cabernet" segment, the fashionable "Jet Set Urbanites," the progressive "Urban Edge" dwellers, spontaneous "Full Steam Ahead" buyers, and the "Influenced by Influencers" crowd, each bringing their unique lifestyle and values to their purchasing decisions. While some of these consumer types may be found within your brand’s profile, it’s possible you may have savvy researcher segments not shown in our top five.
By referencing your customer profile and leveraging the Segmentation Guide , you can delve deeper into the specifics that define your top segments' decision-making styles.
Pinpoint Top Markets for Savvy Researchers
Once you know whether your customer profile includes savvy researchers, you may be curious about which markets have the highest concentration of these consumers. We answered this question for the top 5 savvy researcher segments described above using Buxton’s IQ geographies query.
We exported and analyzed the results to identify CBSAs with the highest percentage of households that fall within one of the top five savvy researcher segment types. This revealed hotspots in the U.S. for savvy researcher households.
Top 10 CBSAs for Savvy Researchers
- Austin-Round Rock-Georgetown, TX Metro
- Washington-Arlington-Alexandria, DC-VA-MD-WV Metro
- San Francisco-Oakland-Berkeley, CA Metro
- Denver-Aurora-Lakewood, CO Metro
- Seattle-Tacoma-Bellevue, WA Metro
- New York-Newark-Jersey City, NY-NJ-PA Metro
- Dallas-Fort Worth-Arlington, TX Metro
- San Jose-Sunnyvale-Santa Clara, CA Metro
- Fargo, ND-MN Metro
- Williston, ND Micro
As a Buxton subscriber, you can replicate this exercise within IQ to pinpoint which of your markets may be hot spots for savvy researchers or other segment types.
Bottom Line
The savvy researcher represents an informed buying style that demands brands to be more thoughtful, transparent, and value-driven in their marketing approaches. With the Buxton Platform, you have the resources to identify and plan campaigns to reach savvy researcher segments, crafting marketing messages and strategies that resonate with their values and decision-making criteria.
Watch our “Buxton Platform Use Cases for Marketers” webinar to learn more about key features that can assist you in campaign planning.
