We’re certain that the majority of marketers already know how important the ongoing process of recognizing and understanding their target audience is. At Sotrender, we see the increasing trend within many companies to broaden their knowledge of both potential and current clients. The answer to these needs can be found with our Audience Scan research. Here are the most interesting conclusions from our Audience Scan research, which was done for Listonic by the Sotrender Analytics Team.

1. What does your target audience value most?
Listonic Case Study
Based on an Audience Scan research
from Sotrender
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2. Listonic – Convenient shopping list
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The Listonic app enables you to e.g.:
• Adding items to your lists by
speaking, the quickest way to create
lists.
• Sharing lists with others, which
makes family shopping easier.
• Automatic synchronization on all
your Listonic devices, so the lists
are there whenever you need
them.
• Sorting products by store aisles.
• Checking the current promotions
from the most popular discount
stores.

3. Who uses Listonic?
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Listonic wanted to verify which
values are most important for
users of the app.
Sotrender carried out an Audience
Scan to find out what Facebook’s
data has to say about Listonic’s
users.

4. What is an Audience Scan?
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https://www.sotrender.com/resources/pl/f
aq_pl/affinity-index/audience
Audience Scan is a special report prepared by the Sotrender Research Team.
The research offers deeper insights and details than Facebook Audience Insights. That’s
why it’s much more flexible, which makes it fit the needs of even the most demanding
clients.
The results of Audience Scan research are the answer to questions like:
• Which influencers, media, and brands have more than an average interest among the
target audience.
• Who has the biggest impact on the target audience.
• Which media channels are the main source of information and entertainment for the
target audience.
• What differentiates the target audience from the entire Facebook population.

5. (Names of the categories
on the charts are the
original names from the
Facebook API).
Charts may be interpreted from a quantitative perspective (the number of people who are interested in the specific
topic or category = percentage of the target audience) or qualitative perspective (Affinity Index, which offers a broader
picture and more detailed information).
Reading Audience Scan charts
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Names of the categories or
interests, which are being
verified
Percentage of the entire
Facebook population which
is interested in the selected
category
Percentage of the target
audience which is interested
in the selected category
Affinity Index
In blue: the percentage of the
Facebook population that is
interested in the verified category.
In light orange: the percentage of
the target audience that is
interested in the verified category.
In orange: the elements which are
worth highlighting in each case.

6. Listonic users – Who are they?
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7. Age and sex composition
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The app is most
popular among adults
aged 25-44.
F
F
F
F
F
F
F

8. Parenting
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A very high Affinity
Index value can be
observed when it
comes to fatherhood.

9. Politics and social issues
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The target audience is highly
interested in community
issues, sustainability, and
environmentalism.
These are more important
issues for the target audience
than e.g. politics, military,
volunteering or charity and
causes.

10. Expats
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We can observe a very low
Affinity Index value when it
comes to Expats (people
living in another country than
the one they were raised in,
often for work-related
purposes).
It may suggest deep
attachment to their origins
and where they lived.

11. Food preferences
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The representatives of the
target audience follow the
trends of eating healthy
and being eco (very high
index value in these
categories: veganism,
seafood, vegetarianism,
organic food – much higher
compared to e.g. barbecue,
fast food or desserts).

12. Cuisine
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The highest Affinity Index
value can be observed when it
comes to Asian cuisine (e.g.
Thai, Vietnamese, Japanese)
but also French and Latin
American.

13. Beverages
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In this category,
a higher than average
interest relates to
coffee and tea.

14. Finances
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Representatives of the
target audience are
highly interested in
investment, insurance,
and personal finances.

15. Shopping
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In the target audience,
there is much more
interest in discount stores
as opposed to e.g.
boutiques and luxury
goods.

16. Movies
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We can see more than
an average interest in
documentary and
science-fiction
movies.

17. Music
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There’s a higher than
average interest in jazz in
the target audience.

18. Music & art
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The target audience
has many various
interests when it
comes to music and
art.

19. Media
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A higher than an average
interest is seen in media and
programmes related to
business (marketing,
finances, technology) and
home, family and food.

20. Influencers
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There is a high Affinity Index
when it comes to satirists
(Andrzej Rysuje, Andrzej
Mleczko) and cabaret
representatives, e.g. Kacper
Ruciński.

21. Brands
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Brands, same as media,
have more than an
average index value in
categories such as food,
business, and family.

22. Live events
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The most preferred types of live
events in the target audience are
concerts, theatre, and other
cultural events.
For comparison, the Affinity Index
when it comes to e.g. nightclubs
was 57, which is more 2 times
less.

23. Outdoor activities
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In this category,
a higher than
average interest can
be observed
regarding hiking and
hunting.

24. Physical exercises
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The target
audience has an
average interest
when it comes to
physical exercise.

25. Sports
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When it comes to
sports, Listonic’s users
have have a higher
than average interest
mainly in triathlons,
but also swimming,
and snowboarding.

26. Travelling
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In this category, the target
audience is mainly
interested in air travel and
mountains.
In general, the target
audience seems to include
active people.

27. Games
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A higher than
average interest in
games can be
observed, but only
for board games.

28. Games
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There is a very low
index value when it
comes to console/
computer games.

29. Attitude towards new technologies
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Users of the Listonic
app are mainly early
technology adopters.

30. Mobile devices
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Which devices are
most popular in the
target audience?
Samsung Galaxy
(Note 4, S7, S7
Edge, S6), Xiaomi
devices, and Ipads.

31. Online
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Representatives of the target
audience are broadly
interested in the online world,
e.g. social media (marketing),
web design, and web
development.

32. I expected that Audience Scan research will reveal some new
characteristics of the Listonic app users, but I didn’t expect that
it’ll point out that many of them. This research confirmed the
results of other research, which we’ve carried out some time
ago using different methods (including thoroughly conducted
qualitative telephone interviews). Audience Scan results
broadened our knowledge about our target audience with a few
totally new characteristics, which we haven’t even thought to be
that valuable as it turned out.
Kamil Janiszewski - Head of Sales, Listonic
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Client’s opinion

33. Read the whole Case Study
and find out more about Audience Scans!
Questions? Contact us:
contact@Sotrender.com
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