Oh behave! The beginner’s guide to customer behaviour analysis

by Startacus Admin

The lowdown on customer behaviour analysis - what it's all about, the kinds of things that can have an impact on it and how to get it right.

Customer behaviour analysis is the perfect place to start if you want to find out about how your customers behave, why they behave that way, and what factors can have an impact on it. This is a lot of information to collate, so this guide has been put together as a way of making the process simpler for you. Keep reading to find out more about customer behaviour analysis. 

What is customer behaviour analysis? 

Customer behaviour is essentially the buying habits of customers, and the influencing factors of those buying habits. As touched on in the introduction, this refers to the way that customers behave, why they behave that way, and looks at the kinds of things that have an impact on it. 

This is more to do with how customers are shopping than who is shopping. Instead of demographic details like age and gender, customer behaviour gives an insight into product preferences, and other details that can then be analysed and used to create more sales. 

What factors affect customer behaviour? 

Social trends – Societal norms, trends and recommendations are all examples of influencers that customers listen to and take into account when purchasing or not purchasing an item or service. Most of these types of factors are temporary, but some do have longer and even permanent impacts. 

Psychological responses – These kinds of responses can be hard to predict because they’re based on individuals’ attitudes which are subject to change daily or even sometimes hourly. Psychological responses are based on how someone is feeling, and what they’re dealing with on a day-to-day basis, rather than necessarily representing who that person actually is.  

How to carry out customer behaviour analysis 

Platforms like Pulsar Trac are especially helpful in carrying out customer behaviour analysis because they help to streamline the following steps, and make the analysis easier and more straightforward. 

1. Segment your audience

Group your audience according to things like demographics, geographics, behaviours, and so on. 

2. Identify the benefit for each group 

Each type of customer will have their own reason for choosing your business and to perform a behavioural analysis - it’s up to you to find out what that reason is. 

3. Share quantitative data

Make sure you get a range of information that will give you a complete idea of consumer trends. Get hold of your internal stats, secondary sources of information such as competitor analytics, and third-party data so you have a thorough network of information to work with. 

4. Compare quantitative and qualitative data 

Now that you have your data collected, you need to compare the two different kinds to help you notice any recurring trends. 

5. Apply this data 

Use your analysis to work out how you can deliver the best customer experience and then put it into practice. If you can, use the analysis to work out which customers will be likely to have issues with the changes. 

6. Analyse the results 

Finally, make sure you take the time to analyse whether your changes have worked or not. Constantly revisit this analysis to meet the changing requirements of your customers.

And there you have it - the ‘plain English’ beginner’s guide to customer behaviour analytics, allowing you to hit the ground running in your branding and marketing efforts.  

 

 

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Published on: 16th September 2022