Orange and Intent HQ launch platform based on Big Data and AI to understand consumer behavior

Intent HQ Market Explorer provides brands and retailers with a source of detailed and accurate information about the market and consumers in different sectors, based on the anonymized data of more than 9 million profiles in Spain.

Orange and customer personalization and analytics platform Intent HQ have announced a partnership for the development and commercialization of the new Market Explorer service, an analytics solution based on Big Data and AI technologies that provide detailed and quality information on real consumer behavior in Spain.

This information is obtained from the socio-demographic data, duly anonymized, of more than 9 million user profiles collected from both internal and external sources, which, with the correct analysis, allow a deep understanding of consumer behaviors and interests, their spending habits and usual shopping basket, as well as their impact on the performance of brands in each sector and against their competitors.

Market Explorer provides information on consumer behavior based on real transactions of millions of people in the following consumer market sectors in Spain: food and beverages, clothing and footwear, financial services and insurance, home and garden, travel and mobility, consumer electronics, restaurants and bars, entertainment and leisure, health and beauty, fragrances and cosmetics, television, telecommunications and games.

In addition, this platform differs from traditional market research solutions by incorporating:

• Different reports (or Market Explorers) for each expenditure category
• 9,000,000 consumer records showing consumer demographics, behaviors and attitudes 
• 500,000 consumer records showing consumer expenditure
• 18 months of information per analysis updated quarterly.
• Detailed indicators at national, regional and city level.
• Time series and comparisons between periods, to understand the real evolution of trends.

Francisco Huidobro, Director of Digital Services at Orange, said: “At Orange we continue to lead the digital transformation in the industry, offering solutions that go beyond the conventional and enable our customers to stand out in an increasingly competitive market. Anonymized data plays a key role in providing real and valuable insights through Market Explorer, which will give businesses the ability to gain a deeper and more detailed understanding of their customers’ needs and anticipate market trends, enabling them to make more informed and strategic decisions and improve the customer experience.

Phil Douty, Global Vice President of Intent xChange, said, “The data integrity offered by Market Explorer, based on cross-industry partnerships in Spain, is second to none. Intent HQ’s technology ensures the privacy and security necessary for data providers, such as Orange Spain, to contribute information to Market Explorer and for brands, the media, and the research agencies that serve them, to access fact-based information about consumer actions and transactions in the real world, providing deep, granular insights.

For more information about this service or to request a demonstration, interested businesses and brands can contact Orange’s digital services team at [email protected] or visit https://insights- store.intenthq.com/es/market-explorers.

About Orange

Orange Spain is the second market of the Orange Group, one of the world’s leading telecommunications operators. With a project based on innovation, convergence and value generation, Orange recorded a turnover of €4,647 million in Spain in 2022 and has, as of 30 September 2023, more than 21.6 million customers (residential and business), who enjoy advanced telecommunications and entertainment services through its various brands.

In its commitment to contribute to placing Spain among the leading countries in next-generation networks and to prepare for the new digital society, Orange Spain is carrying out an ambitious project to deploy fixed (fibre optic up to 10Gbps for homes and businesses) and mobile (4G/5G/5G+) infrastructures. Orange is also working to acquire a relevant role in new businesses such as insurance or health, while maintaining its essence as a committed and responsible operator. More information at www.orange.es.

About Intent HQ

Intent HQ is an AI-powered customer personalisation and analytics platform that prioritises privacy and helps companies use previously unexplored data sets to better understand their customers and increase their value. Our proprietary technology enables brands to securely integrate behavioural data sets to improve customer engagement, increase marketing campaign success rates, reduce churn and create new revenue streams while preserving customer data protection and complying with regulatory compliance. Recognised as one of the fastest-growing companies in the FT 1000 rankings for 2022 and 2023, Intent HQ is made up of an international team of over 100 data scientists, digital marketers, CRM experts and psychologists based in London, New York, Barcelona, Lisbon and Tel Aviv.