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Customer experience

Connect customer feedback to your target audience with HappyOrNot Demographics

We all know that loyal customers buy more and bring in more money and help you build success in the long run. But do you really know if your service and offering will create loyalty?

Typically, trying to please everyone ends up pleasing no one, and the same can be said for building customer experiences and loyalty. Providing customer experiences that are relevant—and positive—to your customer base, and, ultimately turning them into loyal customers because you better understand their needs can be a game changer for your business. So how is this made possible? By connecting customer feedback to your target audience’s demographic data. 

That’s where HappyOrNot Demographics steps in. Using AI-powered technology, our touchscreen Smiley Touch terminal has been upgraded to allow businesses to unlock valuable customer demographic information and combine it with in-moment feedback data for unprecedented insights. This extra layer of context to customer feedback means that businesses can dig deeper into the feedback insights and connect the WHO with the what, when, where, and why to make highly strategic marketing and operational changes.  

With Demographics you will be able to understand whether your assortment and service really resonate with your target audience. For example, let’s say you’re an apparel retailer and your target customer segment is young adult females. Wouldn’t it be good to be able to slice and dice customer feedback and look at the results from that group to find out when, where and why they, specifically, are satisfied or not? Or why they buy, or not?  

One of the Nordics’ largest sporting goods retailer XXL, and long-term HappyOrNot customer,  explains the value of this innovation for retailers and businesses alike:

“By combining demographic data with customer satisfaction data, retailers can create a more detailed and nuanced picture of their customers and use this information to make informed business decisions.” says Kenneth G. Sørensen, Operations and Business Development Manager at XXL Sports & Outdoor. “For example, a retailer might use this data to identify specific customer segments that are particularly satisfied or dissatisfied with their products or services, and tailor their marketing and customer service strategies accordingly. This can help retailers improve customer loyalty and retention, and ultimately drive sales and revenue.”

In addition to the ability to focus on feedback from your key target audience, you might also discover hidden opportunities. Going back to our previous example of the apparel retailer, let’s say when you’re looking at the customer feedback data you discover another group of customers—women between 45 and 54—who represent a larger than anticipated portion of your customer base and are very satisfied with your service. Ta da! You just uncovered a new opportunity to target your marketing activities.  

“This has been a challenging, yet very rewarding, project dealing with new AI-based technology as the enabler of this feature,” tells Manu Karppelin, head of Product Management at HappyOrNot. “I’m excited that we can now bring this unique innovation to market and help our customers with much deeper insights about their customers and visitors and what might be driving loyalty”.

How does it work?

When a person gives feedback on a Smiley Touch, the built-in camera detects a person present and the AI-powered facial analysis software estimates the age group and gender. It is important to note that there is never the identification of an actual person.  The data of the image is captured as a 128-dimencional vector whereby the AI defines the demographic information. This means that no photos are stored or seen by human eyes, and it is impossible to recover or restore an identifiable image from the vector. 

The feedback data is viewable in reports that can be screened to show feedback from target audiences you wish to analyze. You can select and deselect groups to get a different view.  

The demand for privacy cannot be overemphasized in today’s world and therefore, the ability to pick up demographic data without identification of the person is critical. In alignment with strict requirements, the device is protected against theft and cyber threats, and all data traffic between the Smiley Touch and the Analytics is encrypted. In this article, Sanjay Mehta, Head of Industry and Commerce at Lucidworks comments: “The enablement of privacy regulations such as CCPA and GDPR will move the focus of personalization away from using explicit consumer data to more predicted approaches such as neural- and vector-based approaches.”  

Want to learn more about adding demographic data to your customer feedback?
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  • Customer experience