Dynamic and static elements of a consumer's digital portrait and methods of their studying

Abstract

The authors have undertaken a study of a consumer's digital portrait, interconnections between the consumer's digital portrait and the consumer's portrait have been determined. They have defined such concepts as 'digital consumer' and the 'digital portrait of a consumer'. They have also formed a system of characteristics building up the consumer's digital portrait; have determined four groups of characteristics: social-demographic, behavioral, psychographic and geographical characteristics. Each group of characteristics has been divided into static and dynamic elements. The role of dynamic elements of a digital consumer's characteristics and also methods of their research have been defined. The authors have determined the system of methods for exploring a consumer's digital portrait; the concepts of open and hidden methods of studying consumers' characteristics have been specified. The importance of using search tools and social networks for studying a consumer's digital portrait has been notified and high priority of psychographic characteristics has been marked.