The Data-Driven Father’s Day Gift Guide: You Are What You Watch


With Father’s Day right around the corner, the pressure is on to find a gift that your dad will actually want. If you’re like the rest of us, this is no easy task.

But what can artificial intelligence and big data tell us about what dads want? Luckily, at Cubeyou we have plenty of consumer data and algorithms to help us come up with the perfect gift guide. By parsing online social behavior, Cubeyou can pinpoint specific brands that are likely to appeal to different dad personas based on the type of TV shows or magazines a dad is into. Is he always blaring CNN in the background, or religiously reading Car and Driver, or quoting Captain Picard from Star Trek like he is going out of style?

Let’s dig into these three distinct dad target personas and find out which gifts are right for each. 

Analyzing Dads with Big Data – Personas, Interests and Affinities

Before we dive into each dad persona, we began by defining a broader picture of American dads. We used Cubeyou’s demographic filters to analyze all U.S. men ages 25 to 69 with children in the household.

Because Cubeyou’s algorithms calibrate its consumer sample against the U.S. Census, the target audience size you see in Cubeyou is a projection of all dads in the U.S., not just dads who are active on social media. This census calibration is very useful for brands, agencies and media companies that need to forecast accurate target audience reach.

With roughly 33 million dads to choose from, there is plenty of room to further segment them into distinct personas based on interests in different types of media content. These different media preferences signal their affinities towards different kinds of giftable products.  For a quick definition, Affinity Index in Cubeyou measures the degree to which a specific audience is interested in something relative to the general population. So an audience showing an affinity of 1.5x for a given brand means that the target audience is 1.5x or 50 percent more interested in that brand than the average American adult.

Let’s find out what makes best gift options for our three American dad personas: The Motor Lover Dad, the News Junkie Dad and, lastly, the Sci-Fi Geek Dad.

Dad Persona 1 - The Motor Lover 

The flexibility of Cubeyou’s search bar allows you to combine various demographic, psychographic and interest traits to create any custom audience you’re looking for. To devise the Motor Lover Dad persona, we selected all dads 25-69 years old who are interested in automotive magazines:


Of the 33 million American dads, roughly 3.3 million, or 10 percent fall, into this interest segment. To see what would make great gifts for the Motor Lover Dad, we studied consumer electronics and home and garden products that show high affinity index:


Unsurprisingly, under consumer electronics, we see car audio brands such as JL Audio and Sonic. But the Motor Lover Dad also has a strong affinity for DJI and Parrot drones and generally shows higher affinity for home audio brands such as Bose and JBL than for smart home brands such as Wink and Ring.


Not surprisingly, for home and garden products, we see popular automotive accessories brands such as Turtle Wax and Dewalt. We also see gardening equipment brands like STIHL and Briggs & Stratton on the list as well as houseware brands such as Benchmade knives.

Dad Persona 2 - The News Junkie 

Now let’s switch gears a little (pun intended). How about those dads that are plastered to the 24/7 news cycle - the News Junkie Dad?


Of the 33 million American dads ages 25-69, around 10.4 million, or 32 percent, fall into this interest segment. For the same two gift categories, consumer electronics and home and garden, we start to see different brands bubble to the top when compared to the Motor Lover Dad:


For consumer electronics, this dad is more interested in smart home products such as Ecobee and Philips Hue and sports watches like Wahoo and Suunto than audio products. Since they probably spend more time watching TV, they are also more interested in VR products like HTC Vive than the Motor Lover Dad.


For home and garden, this dad is more likely to appreciate safe and convenient storage products like Cannon and GunVault safes and Yeti coolers.

Dad Persona 3 - The Sci-Fi Geek

Finally, let’s get to know a dad who is interested in sci-fi and fantasy TV shows:


Of the 33 million American dads, around 8.2 million, or 25 percent, fall into this interest segment. For the products in the same two categories, we also see some differences in comparison to the Motor Lover Dad and the News Junkie Dad:


This dad is more into gaming and audiovisual brands than other dads, with high affinity for niche gaming consoles and SSDs like OUYA and Patriot Memory, and niche audio brands like Grado. As the biggest technophile of the three dad personas we profiled, we also see plenty of smart home and drone brands on the list.


While the Sci-Fi Geek Dad is more likely to be happy at Best Buy than at Home Depot or Lowe’s,  when it comes to home and garden products, he would prefer food prep brands like Chicago Cutlery and Weber Grills and has Ariens as his top gardening equipment brand.

So… What Gift Are You Getting for Your Dad?

Regardless of the type of dad you have,  these illustrative examples of American dad personas show how the marriage of AI and social interest data opens many levels of possibilities in understanding interests of different consumer segments.


As you think about your next marketing campaign, new business pitch or brand partnership brainstorm, think about how you can leverage this type of data exercise to help spark your ideation. Brainstorming with Post-it notes on a wall is really useful when trying come up with great ideas. But brainstorming with Post-it notes on a wall that are grounded in real consumer behavior data is even more useful.   

To learn how Cubeyou’s AI-powered consumer intelligence platform can help you answer your consumer insight questions, contact us here for a demo or consultation.


Topics: Knowledge; Infographic; Segmentation Analysis