With MindsetMatching®, the market researchers at moweb research have developed a data-based tool with which advertisers can find and evaluate suitable influencers according to qualitative criteria for the first time. With methods from the classic OCEAN model from personality psychology as well as the use of artificial intelligence (AI).
The tool determines whether and to what extent a brand personality and an influencer personality match. The respective concrete advertising benefit is also calculated, depending on which person communicatively represents the brand in the social media space.
Consumers usually identify with a brand's advertiser if that person has similar views and a corresponding value pattern. Influencers can therefore only work positively for the brand if they communicate with the target group in the same language and at eye level.
Herbert Höckel, the managing director of moweb research, has also written a guest chapter about MindsetMatching® in the new reference book by Prof. Dr. Meike Terstiege (title: "AI in Marketing & Sales - Success Models from Research and Practice"). He knows that marketing managers still have no instruments to measure the psychological profile of influencers.
Höckel says: "Worldwide, there are only providers who collect the openly visible hard facts such as reach, number of posts or likes for research and selection. This is too little for profiling a complex personality. There is a lack of knowledge as to whether a potential influencer even fits a brand."
The advertising market with digital influencers has been growing strongly for years and will continue to increase in the next few years, according to the German Digital Industry Association (BVDW). This primarily concerns the segment of lesser-known nano- and micro-influencers, who have less than 5,000 and less than 50,000 followers respectively.
For more than 20 years, moweb has been conducting market research from A to Z worldwide. The Düsseldorf office employs 40 people and advises companies of all sizes and from all sectors.
He is an author, speaker and managing partner of moweb research GmbH. His book "Customer Centricity Mindset - Really Understanding Customers, Successfully Mastering Disruption" will be published by Haufe Lexware Verlag on 24 June 2021.