For decades, traditional market research has been the primary method for understanding consumer behavior. Yet, its flaws have become glaringly obvious in a world that demands precision and speed. From outdated data to biased samples, these methods often lead to wasted resources and misguided strategies.
This all changes with Solsten, a company that has made understanding target audiences the priority with its AI-powered audience insights platform, Navigator. With the release of Navigator, Solsten promises to deliver insights that are far beyond what old methodologies could achieve.
The Cracks in Traditional Market Research
Traditional psychological marketing strategies often feel like trying to cross a stormy sea with an outdated map. Data collection is slow, expensive, and prone to errors. Surveys and focus groups, staples of the old model, frequently rely on small sample sizes that fail to capture the diversity of real audiences. Worse still, they often present what people say they want rather, than what truly drives their behavior.
The consequences of these shortcomings can lead to misguided targeting, wasting billions of dollars annually on campaigns that fail to reach their intended audience. Outdated target audience analysis can leave companies chasing trends that have already passed. And biases in data can skew entire strategies, leading businesses down paths that alienate their customers instead of engaging them.
Joe Schaeppi, CEO and co-founder of Solsten, puts it bluntly: “Surface-level insights won’t cut it anymore. If you don’t understand the deeper motivations behind your audience’s actions, you’re essentially flying blind.”
How Solsten’s Navigator Changes the Game
Solsten’s Navigator is more than a mere tool, instead viewed by industry analysts as the “next major step” in how businesses understand their audiences. Far from traditional methods that rely on demographics or surface-level behaviors, Navigator dives deep into the psychological makeup of consumers. Analyzing motivations, values, and personality traits, it provides audience profiles that are both granular and actionable.
Navigator takes this concept to new heights. The platform now offers instant access to data representative of over 3 billion global consumers across industries ranging from gaming to wellness. Its AI-driven engine processes this data in as close to real time speed as possible, allowing marketers to explore new markets or refine their strategies without waiting weeks for results.
The benefits of these new features can be quite significant–such as being able to predict not just who will buy a product, but why they’ll buy it—and tailoring both marketing messages and creatives accordingly. With Navigator, businesses can identify ripe audience segments, craft campaigns that speak on a deeply personal level, and even benchmark themselves against competitors by analyzing their audiences’ unmet needs.
Bastian Bergmann, Solsten’s co-founder, explains, “We’re giving companies the ability to understand their customers as human beings—not just numbers on a spreadsheet. This is about creating experiences that truly connect.”
Why Navigator Is a Must-Have
True to Solsten’s company philosophy, Navigator is about eliminating guesswork. Its ability to consistently and authentically measure audiences means businesses can adapt instantly to changing market conditions—a major advantage, considering the short attention spans of modern consumer audiences. The platform also pairs effectively with existing marketing tools, making it accessible even for teams without deep technical skill.
Perhaps most importantly, Navigator addresses the issue of ROI directly. Providing precise knowledge into what drives consumer behavior, it allows companies to allocate their budgets more effectively. No more throwing money at campaigns that miss the mark; instead, every dollar spent is backed by data that predicts success.
The proof is in the results. Companies like EA and Peloton have already seen double-digit improvements in key metrics after adopting Solsten’s tools. Navigator has consistently delivered measurable value, be it by increasing customer retention or boosting ad performance.
As Schaeppi notes: “The goal isn’t to create better marketing—it’s about bringing audiences and companies closer together. To provide more value for both parties, thereby improving businesses’ core metrics and allowing them to better resonate with the desires and needs of consumers.”
The Future of Audience Understanding
With Navigator featuring a host of novel features such as audience personification and database heuristics, Solsten is quickly becoming the golden standard for what audience research can achieve. Marketers need no longer rely on outdated methods that fail to capture the complexity of human behavior. In their place stands a platform built for precision, speed, and depth—one that helps businesses truly understand their audiences.
For marketers tired of wasting time and resources on strategies that don’t deliver results, Solsten is the perfect alternative: a way to see beyond the numbers and into the hearts and minds of their customers.
