Have you ever regretted that you couldn’t receive the necessary information about your potential buyers a bit earlier: what are their vital needs, what do they use in everyday life? We guess you have. And did questions like “is it better to remove goods offline or online” bother you? And here, we suppose, the answer will be affirmative. Of course, if you are marketing specialist or business owner.

If you had on hand a consumer barometer (Consumer Barometer Tool) by Google a couple of years ago, everything would possibly go absolutely the other way…


What is Google Consumer Barometer Tool and how to use it in business?


The online tool incorporated a well of research data on consumer behavior in more than 50 countries in the world: what people buy, how exactly they look for goods and by means of what interactive devices. It’s a peculiar rebus from Google, TNS and IAB where not the presented figures matter, but their correct processing and interpretation.


For example, in the enclosed tool Insights all data are divided into three categories:


- The Multi Screen Viewer. Here you can find information on average number of devices in a particular country per capita, and also selections on quantitative use of tablets and smartphones. By the way, Russia is outrunning everyone, almost everyone…

Now let's suppose that you are an owner of the large Russian online business magazine. Your task is to expand the audience of fixed readers and the number of advertisers. The Multi Screen Viewer provides good food for thought in the following points:

- To what kind of audience is it better to extend content?

- How to involve less active audience?

- Via what devices will we inform them?

- Whether partners for distribution of information are necessary?

- Whether investments in mobile advertising, creation of mobile applications or an adaptive site are necessary?

- The Smart Shopper. Perhaps, it’s the most interesting tool for online retailers in Consumer Barometer. There’re provided data about what precedes user’s offline purchase, what role the Internet plays in decision making, how many people use smartphones for purchases. For example, 41% of the interrogated respondents from Russia use the Internet to compare goods before purchase, 16% use smartphones. The first figure makes an impression. What about trying to use these data in the PR strategy – in the work with responses, leaders of opinions, top mass media?

- The Smart Viewer. A purely “marketing” category devoted to features of viewing of online video worldwide. There are three main issues – how many, why and where?

The second tool in Consumer Barometer is Graph Builder. If we could only analyze generally figures and make hypotheses with Insights, we can carry out more subject-comparative analysis with Graph Builder. For example, we want to know what type of Internet connection is used by residents of Croatia and Belgium aged from 23 till 34 years and from 45 to 54 years. For this purpose we choose one of 60 questions offered by service, adjust filters and receive the following schedule:


What for?


Google Consumer Barometer is a peculiar feedback to marketing specialists from Google. You can solve at least three marketing problems with it:

1. You will make a marketing massage map for your target audience, answer the questions like “what way should we inform our consumers?”, “what percentage of the audience will be covered by this or that channel?”, “what additional meanings should we enclose in marketing messages?”

2. You will determine the short-term and long-term marketing tasks. It’s especially burning task in case of an output to the foreign sale markets.

3. You will collect the portrait of your target audience in a single puzzle or complete the already existing one. Whether are they men or women, what age are they, what is their income level? How "to catch" them in the abyss of the consumer ocean and to present what is really necessary for them?

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