Humans are decision-making creatures. ​As we develop, our experience of the world is reflected in our cognitive decision-making processes.​ Once formed, these processes are enduring and predictable. Our decision-making processes drive how we make purchases. ​

It is the science of our experiences, rather than demographics, that dictates how we shop and why we buy what we buy.

If we can understand how a customer thinks, how they take in and process information, we can personalise communication to align with their purchase decision-making processes.

Decision-making mentalities

Everyone has unique decision-making processes, but individuals can be clustered according to similarities in their processes. ​

For example, people with the same occupations share very similar decision-making processes. AudienceZen has identified 12 clusters of decision-making processes which provide the foundations of the AudienceZen solution.

Each of these 12 decision-making clusters describes a predictable and enduring purchase decision-making model. Understanding these clusters and segmenting your customers accordingly is the key to using the science of AudienceZen to drive sales.

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Pie chart showing typology segmentation

Communication guidance

The AudienceZen e-commerce platform uniquely segments your customer audiences and tailors and targets marketing campaigns, site content and communication to these audiences.

The AudienceZen Audience Analytics Suite delivers practical creative personalisation advice for each audience segment, in human or machine-readable formats. Understanding and then aligning your marketing or communication to consumer personalities allows you to transform the performance of ad personalisation and gain competitive advantage.

We can personalise sales and marketing communication to individuals, members of an occupation, or to customer type.

The Science of Psychographics

AudienceZen’s proprietary science-based methodology is based on the company’s founder’s PhD and post-doctoral research into the psychology of decision-making.​ He profiled 33,000 individuals across 800 primary occupational streams. His findings showed significant similarities within vocational bands, providing the basis for a transformational approach to customer segmentation and targeting.​

These cognitive factors influence an individual’s perception of their environment, which has a massive influence over interpretation, recall and adoption of marketing and customer service communication.

AudienceZen data model

AudienceZen's data collection process and unique segmentation model enables the delivery of audience-specific, actionable recommendations that can transform your marketing strategy and sales.

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