Who are the consumer consumers? Don’t expect, Northwind Climate says

Sometimes, surprises are lying in wait for daily data.

Take a category of consumers called Doug Rubin, Northwind, “Climate Doers”. They are concerned about climate change and tend to give priority to climate friendly purchases, a type of identification that may be stereotyped with things such as buying organic foods or giving priority to local companies.

“It turns out that the Doers Climate category is in fact consumers who repeat fast food restaurants,” Robin told Techcrunch: More than 30 % of the two sheep actors added are Republicans.

The Northwind climate has evolved from Robin’s work in the political world, where investigative studies are necessary to understand transformations in public feelings and identify potential voters. The startup raised the pre -seed tour of $ 1.05 million, and TECHRUNCH exclusively informed, with the participation of Angel Investors, including Tom Steyer, former Massachusetts Governor Deval Patrick, and Alexander Hoffmann from the Study Ventures.

Instead of dividing people into demographic buckets that you may cut into political, generations or regional lines, the climate in the north analyzes the scanning responses to behavioral clues that can be used to classify consumers.

In addition to the actors, who make up about 15 % of all consumers in the United States, the northwestern climate has determined four other behavioral groups, starting with the “troubled climate”, or people who are slightly worried about climate change and are not financially safe like the two sheikhs, to the heatmanship, who tend to networks who believe that media outperforms this problem.

However, Robin adds, “Even in a bucket (climate climate), there are messages and methods that work with them.”

Take some analyzes that Northwind did on electric cars. As for the climate, the startup indicates the “stalled climate”, two categories of consumers who are likely to buy EV, the start starting indicates that car makers framing as a matter of selection. “We offer options for those who are interested in reducing pollution, saving money on gas, and helping climate change,” and reads one of the proposed stadiums in Northwind.

But for climatic and denial problems, who are less likely to buy one, the stadium’s concentration turns from choice to freedom: “Americans must have freedom to lead what they want. We want to make electric cars clean, affordable and practical prices for millions of Americans who want one.”

The startup company built a database consisting of 20,000 respondents in the survey in eight surveys, and Robin says it is growing by 2500 respondents per month. Every three months, Northwind also runs an industry survey to capture deeper visions of different customers.

Companies that subscribe to the service, which costs $ 10,000 per quarter or $ 40,000 annually for the typical customer, can add up to four of their questions each quarter, which Robin said is less than what he would spend in one annual survey.

Inside the statute, customers can access the data collected by Northwind, the questions you asked, and some basic analyzes such as cross -tables. The startup builds a chatbot to allow users to order more specified analyzes using regular language queries.

Consumers involved in the auspices of such a platform may cast anxiety that they may help companies wash their businesses. But Robin was not worried, saying that investigative studies showed that consumers are very smart. “Our data shows that there is a clear danger to the brands and its reputation for submitting exaggerated or incorrect claims in another way,” said Robin.

Robin said that Northwind is also developing what he calls a virtual concentration set. It is mainly an Amnesty International model, trained in survey responses, which can analyze the marketing materials of the company such as TV spots or social media ads and make notes, just like the human focus group. Robin said that an emerging company hopes to provide it in the four months to the next five, although it will use new data to constantly improve the model.

Robin is convinced that companies were missing opportunities to communicate with Climate consumers. He said: “If you look at the data and where the consumers – are in all fields, are not only democrats or independents – they really want this, and they will reward companies that are ready to be smart about it.”