With consumers increasingly interested in personalisation when it comes to choosing products, working out how to offer them their ideal product is fast becoming a key challenge for the industry.
Phenotyping - in-depth analysis of an individual’s personal characteristics as well as habits - is increasingly being enabled by digital progress, and Sagentia’s white paper asserts that this will pave the way for future innovation in the arena of customisation.
“Brands that harness and leverage phenotype data via digital technologies are at a competitive advantage,” the firm asserts.
What exactly is phenotyping?
Phenotyping overlays biometric data, for instance, surrounding hair damage or skin hydration, with behavioural data, such as frequency of washing.
The resultant big data can be used to nurture a closer emotional connection between brand and consumer, Sagentia says.
The motivation to invest in the personalisation trend lies in its potential to foster stronger brand loyalty and advocacy, the company suggests. On top of this, It may drive repeat purchase and peer recommendation.
Finally, according to Sagentia, digital phenotyping data can also be used to enrich ongoing product development and marketing strategies for better resonance with consumers.
How to phenotype?
Sagentia’s vice president of FMCG/CPG, Dr Neil Campbell, explains that developing and promoting devices that are able to phenotype will be a crucial next step.
“There are many factors to consider when designing these devices,” Campbell explains. “A simple consumer phenotype measurement needs to be obtained and analysed, then the results enter a cloud-based system and a diagnostic algorithm pinpoints the most suitable product.
“Each of these stages requires careful thought to ensure the process runs smoothly and adds value to the consumer. But technical considerations are only one part of the equation. The look and feel of the device also needs to be aligned with the style aspirations of the target market.”
Sagentia is one company making efforts here: it has created solutions for brands in both the hair and skin care categories, including the Dove Advanced Diagnostic Instrument (DADI - pictured above). To read the company’s white paper in full, click here.