Customer & Buyer Research with SparkToro

Use SparkToro to research a customer or buyer group, their demographics, behaviors, and the channels to reach them, before you build campaigns.

SparkToro is basically custom built for buyer research. If you want to understand a group of consumers or businesses, what they buy, how they behave, how you can better reach them, SparkToro is a miracle in a lot of ways. In this particular example, what I'm going to show you is science professors and researchers at major universities in the United Kingdom.

You can choose US, UK, or Canada, all three places we have data for right now. Here is the research report. Looking at this particular group, you can see the size of this audience, how many estimated university researchers and professors in the sciences we've got in the UK, their market value, their demographics, including age and gender, and a whole bunch of other things.

If you want to understand who these people are, you can really dig into the demographics. We will show you job and salary data. No surprise, higher education and research are almost all of them.

You can see skills and education. You can see breakdown of the cities where you're going to find them. Those skills in education, this data all comes from real LinkedIn profiles.

We have over three hundred million LinkedIn profiles. It might be larger than that now. And this data is provided to us from them.

All of these, you can take and download the individual graphs. So if you wanna take them and put them in a presentation or a report that you're preparing in order to pitch a team or get everybody on the same page about this particular group, you can do that. We also have, of course, a ton of behavior data.

So what SparkToro is best known for. Things like which social networks are popular with professors. Turns out professors and researchers at universities use social networks a little bit less probably than their students might.

What search and AI tools they use? I thought this was pretty fascinating. You can see there's a specific tool, semanticscholar.org, which is an AI tool purpose built for educational use cases.

So no surprise, it's used more than five hundred percent more than the UK average by this particular audience. Very popular. And then you can see websites that they visit.

You can see a breakdown of the visitation data by category, potentially very useful for understanding an audience's proclivities broadly across the web. Where are we going to go try and reach them? What sectors should we attempt to do marketing and influence campaigns in?

Of course, YouTube channels, podcasts, keywords, AI prompt topics, subreddits, social accounts, things that SparkToro is very well known for. These are extremely useful for customer research, for understanding and getting in the head of these folks. And my recommendation is before you start crafting marketing based on, okay, the Times Higher Education social accounts on Facebook, on Instagram, LinkedIn, whatever, are well followed.

Before you do a campaign with them, maybe go research them first. Go check out the social accounts that your audience is following. Go read the subreddits.

You can sort by top and see the top posts from the last few years. I would recommend that you listen to a couple of these podcasts, that you follow a few of these YouTube channels. That's how you do great customer research and really understand a buyer group before you make marketing campaigns for them.

And of course, you can dig into all of this data more deeply, see tons more social accounts, more websites, platforms, podcasts, YouTube channels and the rest. We have got all the data someone would ever really imagine for customer research. Especially about a group that you haven't already got email addresses and contact information for because they haven't signed up for whatever you're doing yet.