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Consumer insight - how to use it?

Commplace PR agency

Consumer Insight is the key to creating great content. This will be confirmed by every marketing and PR specialist. If you don't know who you are talking to, you can't know how to involve them. If you don't engage him, you'll never be able to get a client in him. Consumer insight is the holy grail of building the image of recipients - what they really want. Recognizing these real and deep needs is also often a holy grail - mysterious and difficult to grasp.

The reason why so many marketers struggle to define the real needs of their customers is not because of the lack of information. It is exactly the opposite. Today we have lots of data at a glance hand. However, not every piece of information is valuable due to consumer insight and not every piece of information will be used in this strategy. Not every will help generating leads.

Consumer insight - definition 

Consumer insight is a strategy used by companies to gain a deeper understanding of how their audience thinks and feels. Analysis of human behavior it enables organizations to really understand what their consumers want and need, and most importantly, why they feel it. The owner of the small shop around the corner will probably tell you all about the behavior, needs and desires of each of his customers. With a high degree of probability, he also knows all the names of the people he serves. Such a seller can recommend goods based on the customer's purchasing habits and go ahead satisfy his needs and desires.

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Smaller companies benefit from emotional customer relationships built over a period of time through direct contact. The question then arises how to create a customer experience from a corner shop in a large-scale company? Serving hundreds, thousands and millions of individual customers, since as the company grows, its distance from the customer also grows. Even if employees contact clients directly, the knowledge they obtain from them cannot always be transformed into perfectly matched recommendations.  

Instead of guessing in which direction the company should go with a given product, why not ask customers to point it in that direction? In other words, consumer insight enables the company to achieve its goal and the elimination of guesswork when it comes to end user satisfaction. After all, he can give them what they want, when they want it and how they want it. This strategy also saves a lot of time, money and effort, and customers keep coming back for more when they feel appreciated. They recommend their choice to other potential buyers. 

How to effectively conduct consumer insight?

Properly conducted research in order to find the needs of its recipients should improve the effectiveness of the company's communication with its customers, which may change the behavior of consumers, and thus give guidance how to increase sales. Achieving this will enable the appropriate communication strategy. By gathering and standardizing customer data from internal sources (e.g. online behavior, email responses, transactions, demographics) and using external data, brands try to fill any black holes in the customer's path. However, gathering good consumer insights can be difficult. Above all, it requires good quality data. Good data quality is essential for collecting consumer insights. Otherwise, the conclusions or results may be incorrect or incomplete, and therefore unhelpful.

Good data is one thing. You still need to know what to do with them. This is best left in the hands of data analysts, whose knowledge and ability to interpret data is usually essential to understanding how a company's customers think and behave. Another thing is consumer research. Understanding and recognizing consumer behavior is important and consumer insight should help the company to emotionally "get closer" to its customers. To do this, it is important not to ignore the results of consumer research, whether you agree with them or not. These databases can lead to people, different audiences or segments.  Marketing segmentation and marketing using customer databases are important elements in generating personalized messages. 

Consumer insight - examples of operation 

Consumer insight is not a guerrilla warfare. It is impossible to magically gain insight into the minds of customers. You have to develop a strategy - first collecting and analyzing customer data, then turning it into valuable insights and key activities that the company will implement. An example from the immediate vicinity? Netflix. If you use this online movie and series rental shop, you will quickly notice that certain items are recommended to you. This is by no means haphazard. This is the consumer insight, and in fact, an action based on the insights that were made thanks to it. Netflix uses algorithms based on past viewing behavior to recommend the right type of content to viewers. 

Whether it's algorithms, internal data, or a combination of internal and external data, all of these insights into consumer behavior help improve the way you communicate with customers. Brands operating on the basis of consumer insight use the collected information to better understand their recipients, personalize their marketing and offer, and as a result - increase sales

How to implement consumer insight?

If you want to implement this method of finding your way to customers in your business, first of all specify what you want to know. Before you start your research, make sure you know what data you want to get and how you will do it. Then identify your resources: who will collect the data and who will analyze it? The next question may seem strange, but verify that are you sure you know how you will use the collected data? Which departments, processes, strategies in the company will benefit from the acquired knowledge and how will this translate into greater value for the company? Make sure your efforts are not in vain. When deciding on consumer insight, it is worth planning and thinking in advance.

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