Due to privacy concerns and growing mistrust, capturing user data can be difficult. If faced with a bad user experience, customers often exit the site before they have finished entering their data. Therefore, how brands go about capturing data is key to compliance. This article will explore the current barriers to sharing data and how our Psychographic Data Capture product can help solve this prominent business problem.
What is Psychographic Data Capture?
A bespoke Psychographic Data Capture guides customers through the funnel stages by addressing specific pain points identified in the data capture process. It mirrors relevant questions to enhance lead generation, prioritising a customer-centric approach. Using behavioural science, it tailors strategies to unique customer profiles instead of relying on broad, generalised methods, ensuring most effective data capture.
Why is it important for businesses?
Customer data plays a pivotal role in driving customers further into the sales funnel. Be it through helping businesses to fine-tune their offerings or elevate the overall customer experience. However, businesses often approach us with a question: how can they prevent customers from bouncing out of the data elicitation process, ultimately preventing them from going further down the funnel? Alongside this, many ask what are some of the most effective interventions and at which moment should they place these in the customer journey to gather the data?
This highlights that the mainstream data elicitation process is inadequate to enable customers to consciously give the data, especially when surrounded with so many options and platforms. Many of our clients, from financial services to automotive industries and beyond, are now facing this challenge.
Identifying barriers to engagement: Why do your customers bounce out from the data-sharing process?
The answer lies in the barriers to engagement. It is crucial to understand that to successfully gather the data, the barriers to being engaged and perceiving a value exchange need to be defined as the first essential and core step.
For example, we identified 5 pain points that could prevent customers from providing their data:
- Felt overwhelmed and cognitively overloaded during the process.
- Encountered difficulties in finding more information to make decisions.
- Lacked the motivation to complete the process (the “don’t care enough to complete”, where emotional benefits are highly important to create and highlight compared to the first two customer pools).
- Thought the process was too time-consuming.
- Had a sense of fear towards unpleasant experiences, such as dealing with intrusive salespersons during the physical or in-person process.
Equipped with a deep understanding of the root causes behind each consumer group’s intention-action gap, our team of in-house behavioural scientists created a bespoke solution: Psychographic Data Capture. By genuinely understanding the primary barriers consumers face, we can drive them through the data-gathering process with a focus on customer-centricity and real behaviours at the core of our approach.
The Solution: Psychographic Data Capture
Psychographic Data Capture integrates a deeper and more holistic understanding of customers into the elicitation process. Using a smart survey flow, it enables the system to address these barriers by asking relevant questions throughout the process. Instead of directing customers to answer generic demographic-based questions such as age and gender, we customise the survey flow towards their specific barriers and challenges. From here we filter them out and deep dive further into life stages, attitudes, values, motivations, and other psychological factors.
For instance, it is important to not direct individuals who find the elicitation process time-consuming to educational content. Instead, we want to provide educational content to customers who struggle to find information, prompting them to consider how the product relates to their lives to. These two behaviours are very different.
Additionally, smart survey flow creates tailored strategies based on unique customer profiles. Here it uses specific cues and prompts, such as concrete language vs jargon or high vs moderate usage of emojis that resonate well with their characteristics. This approach acknowledges the significant characteristics among customers and extends the questioning framework to accommodate biases and contexts, transforming them into engaged audiences and essentially making them ‘participants’ in the data collection process.
Another crucial element is the smart interface. Smart interface empowers businesses to make well-informed decisions, whether it is for campaign strategies or in-person communication strategies by leveraging the data results provided in a dashboard. For the latter case, psychographic aspects, such as the open or agreeable traits of a person, allow businesses to personalise their communication or service accordingly.
We provide practical solutions that your business can implement to drive results, such as:
Incorporating the right mode to increase engagement
The method to implement psychographic data capture is significant in ensuring active engagement. Incorporating interactive features, such as gamification or interactive quizzes, can effectively captivate customers and draw them into the process.
For example, an automotive selling platform could incorporate interactive features such as virtual car configurators, where users can customise their dream vehicles and share them with friends or the community. Additionally, the platform could feature interactive automotive quizzes where users could earn points, rewards or discounts, encouraging them to engage with the educational content while also making the buying process more interactive and rewarding.
Engaging with your audience at the right moment
Starting data collection immediately after a high-emotion experience can capitalise on heightened receptivity and engagement, thereby maximising the accuracy and depth of the information obtained.
Catching customers after an emotionally activated moment like a test drive, for example, can significantly enhance their willingness to provide information compared to asking them when they are waiting to be assigned to a salesperson. In that same fashion, asking them within the first fifteen seconds after they land on the second page of a website, combined with a significant average time spent on page (ATOP) metric, may enhance their willingness to provide information compared to the first few seconds on the first page where they might confuse it with a pop-up and feel inherently put off.
Our Psychographic Data Capture solution can help your business generate more leads
Employing Psychographic Data Capture addresses customers’ pain points in a non-intrusive, agile and smart manner. This involves communicating in a way that deeply resonates with them, utilising the right cues and prompts to engage them, accommodating biases, and using the right mode at optimal timing. Ultimately, businesses can leverage this approach to generate leads and drive further success beyond traditional methods, that are falling short of creating meaningful value.
Contact us today to see how we can help your business build Psychographic Data Capture capability to achieve success.
