The brand had rich 1st party data (i.e. transactional data), but lacked the consumer context to understand who their customers were beyond their interactions with the brand— their motivations, lifestyles, and decision drivers.
A beloved DTC children's apparel brand combined Faraday's consumer data enrichment and custom audiences with Heatseeker's market experiments and AI persona technology to go from flat customer segments to vivid, validated personas — complete with quantified jobs-to-be-done, pain points, and realistic buying behaviors that anyone in the company can talk to.
They needed to make customer data accessible and actionable across the entire organization, not just the analytics team — they wanted customer empathy at every level.
Faraday enriched their first-party data with 1,500+ consumer attributes from the Faraday Identity Graph, adding demographic, psychographic, and lifestyle dimensions to every record and identified distinct socio-demographic clusters within their customer base — then deployed custom audiences to reach those segments directly on channels like Instagram.
Heatseeker ran market experiments on Instagram and other consumer channels to quantify which jobs-to-be-done and pain points actually drove behavior for each segment — turning demographic data into validated behavioral insight.
The result was AI-powered persona avatars grounded in real behavioral data that any team member can actually chat with — bringing customer empathy to life across the entire organization.
