Customer insights - FAQ

Check out some of our frequently asked questions when it comes to our customer insights analysis

Looking to learn more about common terms we use? Check out the companion terminology table.


Faraday's insights allow you to compare your customer groups against one another and those across the country using the Faraday Identity Graph (FIG). Understanding who your customers are and what makes them unique will allow you to think more about targeted outreach, such as the imagery and message you use, and even start to think about future products to offer and promote.


How are customer insights different than personas?

  • Insights allow you to select groups to compare using FIG data to provide additional info about each group, whereas personas define groups/clusters based on your customers’ similar attributes. Insights are absolute comparisons rather than machine learning generated groupings.

  • An example of insight comparison is comparing your customers against the general US population.

There isn’t a huge difference between the audiences, so why show them?

  • Although 1% differences may seem too small to matter, we choose to show them on larger populations as our Data Science team believes there to be statistical significance.

Why do certain groupings have much higher percentages in all lifestyle fields?

  • This is typically tied with financial resources/income - those folks have more money to spend and that is reflected in these various categories.