Consumer insight is specific information about the ideas and behaviours of consumers that explains not only what they do, prefer or think but also the reason behind it. With this basic knowledge, you can create more effective marketing campaigns, better products and personalized services.
For example, beauty brands do market research and find that women who dye their hair in their twenties have a downward trend. So this is something they can work on it.
But if you go a step further and get into the minds of customers from the entire market, you can understand why this population is buying less and less hair dye. Maybe they hesitate because of the chemicals used. Or are there social and generational differences in whether people need to dye their hair? Again, it is where consumer insight can help you make a difference.
You can also try creating and rebranding products that align with expectations, such as natural ingredients.
Analyzing market trends, consumer insight, and human behaviour is essential if you want to set yourself up for success. After all, the ‘market’ is entirely up of people. So to find out what motivates customers.
So if you want to improve your game, the next step after market research is to gather consumer insights. It analyzes why events occur, giving you much more information to base your next step on product or messaging.
Why should you use Consumer Insight insights in your marketing strategy?
Consumer Insight it make your marketing strategy extra targeted. You get a clear idea of what to emphasize in the current situation. And how to prepare for the future. In addition, it is much easier to solve problems or face challenges if you know the root cause of the problem rather than admitting it.
According to Microsoft, organizations that leverage customer behaviour to provide insight outperform their peers by 85% in sales growth.
So, turn to customer insights if your current market research data doesn’t satisfy you and you want to dig deeper into your identified trends. They can assist you in answering questions such as:
- What do we need to be successful in this new target market?
- Why are sales low in this target audience?
- How should we change product X to make it attractive to young people?
- What is the first thing our target audience notices about a brand?
- What does our new target market dislike about competitors?
Take control of the customer journey
Additionally, consumer insights are helpful at any stage of the customer journey and purchasing process. Even if people take never heard of your product or brand, perhaps you’ll want to know what’s happening inside their heads, especially at that time. That way, you can put by hand in the spotlight to go first into awareness and make a great first impression – a customer journey that they will value greatly.
Personalize your marketing messages
If you want to personalize your marketing and improve the customer experience, you can’t give up on consumer insights.
If you want to target customers more specifically, you need to understand what grabs their attention and makes them choose this trick: don’t talk about your products or your brand.
They are significant for brand development.
Build a brand your customer base loves. Not only for its products and services but also for the customer sentiment it creates. Many consumers not only want to gather information about a product but also want to connect with a brand. That’s why good brand development is so important. First, get to know your users and build awareness by getting inside their heads. Then, you can test impact when you measure brand perception with things like consumer research platforms, customer profiling software, and brand intelligence software.