Today, we focus our methodological article on Profiling surveys. As discussed in a previous article, traditional research usually offers a static, one-shot view of the customer. But consumers’ perceptions and attitudes might change over time, whether we are talking about choosing a specific FMCG product or switching a service provider. Therefore, it is important for brands to keep up with the constant changing preferences of their clients and to make sure that they segment, target and position their products accordingly.

By combining the convenience offered by online panel solutions with the need of knowing our customers, profiling surveys have been developed. A profiling survey is most commonly used to collect recurring information about panel members, whether it refers to socio-demographic data or preferences in terms of brands and products. This type of surveying offers a win-win image: on one hand, it is improving respondents’ experience by avoiding to ask them the same questions every time and, on the other hand, it is helping agencies and companies to optimize their targeting, by conducting the right surveys with the right people.

Even more, profiling surveys are capturing relevant information on the needs of the customers and can offer us a constantly updated perspective on their behavior. For this purpose, profiling questions should most often be dynamic, in the sense that they should be asked on a recurrent basis. Why so? Because even though respondents’ profiles are accurate now, they may become outdated in just a few months. Regularly surveying customers will help brands and companies keep up with the constant changing attitudes of their customers.

Stay connected to Questia Group and find out more on our upcoming whitepaper, featuring data from our Financial Profiling Survey - Towards the Digital Age of Banking and the Omnichannel Consumer.