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What are consumer insights?
Consumer insights is the term used to describe a method of understanding a specific audience — in this instance, consumers — and their behaviors, attitudes, motivations, and needs.
Consumer insights are based on data points extracted from survey respondents that allow marketers and anyone working with those insights to optimize products, campaigns, or strategies.
They allow brands, agencies, academics or anyone with a question to connect with their target audience in order to better understand and serve that audience.
Who uses consumer insights?
Consumer insights are valuable for everyone from marketing managers and brand managers to media planners and buyers through to content strategists, product managers, and creative directors.
How are consumer insights gathered?
Consumer insights can be gathered through a mix of qualitative and quantitative market research methods and tools.
Qualitative tools for consumer insight gathering focus on the “why” behind an audience response or reaction to something, while quantitative methods are concerned with numerical data.
At Cint, online surveys are our primary research tool, and those surveys are our means of connecting customers to insights sought from real people with real opinions.
Our online market research platform, the Cint Exchange, the world’s largest global online marketplace for getting surveys answered. We connect customers to the right audiences in order to gather valuable consumer insights which can in turn assist with data-driven decision making and the shaping and optimization of strategies across industries and businesses.
Cint customers have unparalleled access to over 800 large, niche, and diverse sample providers, allowing them to get consumer insights from millions of people in over 130 countries across the globe.
Cint customers have unparalleled access to over 800 large, niche, and diverse sample providers, allowing them to get consumer insights from millions of people in over 130 countries across the globe.
To read more about how online surveys work and best practices for survey design, head here to read our guide on the topic.
How are consumer insights analyzed?
Consumer insights are analyzed in a variety of ways.
These include:
- Segmentation analysis (breaking down insights providers into specific demographic or other categories in order to tailor messaging or services to particular groups)
- Thematic analysis (where insights gathered from open-ended responses provided by consumers can be assessed from a sentiment perspective)
- Statistical modelling (which helps uncover relationships between variables, allowing you to predict behavior, measure impact, and support data-driven decisions based on consumer insights)
- Correlation analysis (the tracking of changes in consumer behavior over time in order to identify patterns or links between actions)
How are consumer insights used in market research?
In market research, high-quality consumer insights have several applications.
Having access to consumer insights can help you better understand your customers. By actively soliciting feedback of this kind from your intended audience or demographic, you will be equipped to what it is they want and how you can position your product, service, or campaign accordingly.
With a clearer understanding of customer response and behavior, you can fine-tune your go-to-market strategies.
Consumer insights can also be used to more accurately assess what’s driving results and where adjustments may be needed. With a clearer understanding of customer response and behavior, you can fine-tune your go-to-market strategies.
Additionally, consumer insights can help shape important buyer personas, validate concepts before they launch, and assist with refined targeting approaches.
Rather than guessing what customers want, researchers have the ability to use insights to inform decision-making with evidence.
How are consumer insights used in media measurement?
Consumer insights are also vital in the world of media measurement. By analyzing and assessing feedback provided through online surveys, researchers and measurement professionals can see what’s working and what isn’t for an in-flight campaign.
Cint’s media measurement tool Lucid Measurement allows customers to maximize ad campaign impact with real-time measurement; consumer insights play a crucial role in the process.
These insights help marketers adjust media plans, tailor messaging by platform, and allocate spend where impact is greatest.
By combining performance metrics with human understanding, teams can optimize creative execution and ensure that their campaigns speak directly to consumer expectations and values.
Want to know more about consumer insights?
If you’re looking to understand more about consumer insights and how they could help you or your organization, don’t hesitate to get in touch with Cint.
