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PersonaPulse is a tool within the ZMP Opportunity Explorer that helps you find high-value prospects who will align with your brand's values.

Reach out to Winnie Shen for a custom client implementation.

1. From the Opportunities page, navigate to the PersonaPulse tab under Customer Insights.

  • The PersonaPulse homepage will provide you with a prompt to choose one or multiple brands.

Radial Chart View

2. Once you select brands to showcase, the radial chart shows the index scores of all 41 Psychographic attributes for selected brands.

(info) Psychographic Constellation delves into the intricacies of consumer behavior and preferences. By leveraging advanced algorithms and data analytics, the tool provides businesses with actionable psychographic insights.

  • This can help businesses understand their audience on a deeper level, tailor their messaging, and refine their approach to resonate with specific psychographic segments.

  • Additionally, it can help uncover unique market nuances and enhance customer engagement.

You can select up to 8 brands and see their psychographic profiles to visually explore the selected brands' strengths and weaknesses.

3. When you hover over any Psychographic attribute in the chart, it shows a tooltip with its definition and index scores for all brands.

  • You can also hover over any legend and the corresponding line in the chart will be highlighted, and other lines will be grayed out.

4. Next, select the Psychographic attributes from around the chart. These values are added to the Activation section in the top right corner.

5. Click on the Activate button, and the brands along with the psychographic attributes selected will be taken to ZMP Audience Explorer, from where you can save them as your segments.

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Top-Values View

While the Radial chart view provides a complete view of the data, you can switch to a simpler view using the Toggle switch at the top left.


This view is called the Top-values view. This view shows only the top 5 Psychographic attributes per brand.

You can click on any Attribute from any brand's top 5 values, and that value will be highlighted in other brands' cards. This helps showcase the overlap of Psychographic values among brands.

If in case that value is not present in any brand card, that brand card will be grayed out.

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