Consumer Insight 101: An Introduction

Attempting to deliver on user/consumer needs as a business without first taking into due consideration consumer insights, can be likened to groping in utter darkness - within a space littered with obstacles. Just because your organization thinks it is conversant with the environment, doesn’t necessarily mean it knows how to navigate the space safely, when dark – without tripping or being exposed to danger.

Consumer insights merge customer analytics and market research data for a highly-detailed knowledge and understanding of customer needs and behavior. They help businesses remove the assumptions by rightly identifying patterns in customer and competitor interactions, thereby, providing context to key consumer trends.

So, what exactly is consumer insight?

?Consumer insight is a collection of trends in consumer behavior, data, and feedback that helps businesses deeply understand their customers and their purchasing decisions.

They are interpretations used by businesses to access a deeper understanding of how their key target audience thinks and feels. Analyzing and understanding human behaviour allows companies to really understand what their consumers want and need, and most importantly, why they feel, think, or act the way they do.?

When consumer insight research is conducted properly, it surely improves the effectiveness of how a company communicates to its customers, which is likely to change consumer behaviour, and therefore increase turnover. Understanding consumers' needs and wants are very essential to ensure brands/companies are future-proof.?

Attentive listening empowers organizations to learn from, and talk to customers in order to create ever-improving experiences, which can in turn, help them grow their bottom line in the long run.