Consumer Insights

Consumer insights are a deep understanding of consumer needs, wants and behaviors. The application of these insights can help companies in various areas such as: Marketing: companies can use consumer insights to better understand their customers and better tailor their products or services to meet their needs. Product design: consumer insights can help companies design products that better meet consumers’ needs. Advertising: consumer insight can help companies create more effective ads that better reach their target consumer group. Sales: understanding consumer needs can help companies better tailor their sales strategies to their customers. Customer service: consumer insights can help companies better understand the needs of their customers, allowing for more efficient and satisfying service. These and other applications of consumer insights help companies better understand consumers’ needs and better tailor their products or services to their customers, which increases consumer satisfaction and loyalty.

There are many methods that can be used to obtain consumer insights, including: Market research: this method involves conducting surveys, interviews or focus groups with consumers to understand their needs, wants and behaviors. Data analysis: this method involves analyzing data that is already available, such as demographic data, purchase data, product or service usage data, social media data, etc. Field observation: this method involves directly observing consumers in their natural environment to understand their behavior and needs. Linguistic analysis: this method involves analyzing texts such as comments on online forums, consumer reviews, blog posts, etc. to understand consumer opinions and needs. Prototype testing: this involves testing prototypes of products or services before launching them to understand what consumers’ needs and desires are. Empathy: this involves understanding the situation and experiences of consumers and connecting with them by empathizing with their situation. Depending on the research objectives, different methods can be used simultaneously or individually. It is important to choose the right method to obtain the specific insights that the company needs.

Consumer insights are usually commissioned by marketing, market research or product strategy departments, within companies. The goal is to understand consumers’ needs, desires and behaviors in order to better tailor products or services to their needs and increase consumer satisfaction and loyalty. The commissioning of consumer insights can also be undertaken by other departments, such as sales or customer service departments, in order to better understand customer needs and expectations. Often, external research agencies are also commissioned to conduct research and obtain consumer insights.