Researcher's guide to consumer insights & audience targeting

Understanding your consumers' needs và wants has become essential lớn ensure your company is future-proof. Listening empowers you to lớn learn from and talk khổng lồ your customers in order to lớn create ever-improving experiences.

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zerovn.netes with quality data are more likely to lớn collect actionable customer insights, which can help them grow their bottoms line in the long run.

A consumer insight is an interpretation used by zerovn.netes lớn gain a deeper understanding of how their audience thinks and feels. Analysing human behaviours allows companies lớn really understvà what their consumers want and need, and most importantly, why they feel this way.

When consumer insight retìm kiếm is conducted properly, it should improve sầu the effectiveness of how a company communicates to its customers, which is likely khổng lồ change consumer behaviour, & therefore increase sales.

But collecting good consumer insights can be challenging, so here is what you need in order to collect and use consumer insights properly:

Good data quality

Data quality is vital to the collection of consumer insights. Without high-unique data, your conclusions or results might suffer.

A dedicated analytics team

The role of your data analytics team is essential in order to underst& how your customers think and behave sầu. If you don’t have the right analytics team, it’s hard khổng lồ underst& what the data is telling you.

Consumer research

It’s important to understvà and acknowledge consumer behaviour và consumer insights should help you engage with customers emotionally. In order to bởi that, it’s essential not to ignore the results of your consumer research, whether you agree with them or not.

Database & segment marketing

Database kinh doanh is a khung of sale using databases of customers to generate personalised communi cations. These databases can lead lớn personas, different sets of audiences or segments. As consumer insights remain theoretical, database marketing is another essential element to your research when it comes lớn testing and learning. Indeed, chạy thử actions are necessary if you want to turn insights inlớn facts.

But what’s the difference between market research và consumer insight?

Market research can be defined as an effort to gather information about customers or markets. It provides information about market needs, market sizes, competitors and customers. It is the “what” of customers và markets.

Market research delivers statistics and knowledge.

Consumer insights deliver the same, but tend khổng lồ come with recommended actions that will help you amplify the company’s growth. This means the team in charge of consumer insights will deliver both data and narrative, allowing you to lớn make use of the data.

Long story short, research tells us what is happening, whereas consumer insights tell us why it’s happening, và will allow us khổng lồ make changes khổng lồ our in order to improve sầu customer satisfaction, customer retention, và increase our bottom bottom line.

If you’re still unsure how you should be using these insights to influence your & better engage customers, we’ve sầu got you covered.

Using consumer insights lớn amplify your sale efforts

Consumer insights help analyse the competitionWhether or not you are the market leader in your industry, looking at how consumers talk about products & services in your industry can reveal a lot about consumers’ needs, & what you can implement to lớn improve sầu your own product, service, or

Being aware of consumers’ conversations when it comes lớn other products can be extremely valuable, regardless of whether or not they mention or are aware of your

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Consumer insights help improve sầu the customer journey


Consumer insights can also help companies maps their customer journey & identify any gaps where there might be some, as well as find what works best, & what can be improved for a better user experience & customer journey, from awareness khổng lồ purchase & advocacy.

Forbes covered a great example of how consumer insights was used. Wayfair, a multi-billion dollar online trang chính goods retailer conducted consumer research và analysed their data, and realised they needed to improve their overall customer experience. So they built an phầm mềm that lets users take pictures of items they see & like giving the information needed so Wayfair can offer recommendations.

Not only did this retìm kiếm allow the lớn improve sầu customer experience, but the tiện ích now also provides the company with new insights into customers’ styles and needs. As a result, Wayfair saw a 1/2 increase in customer retention the year the phầm mềm came out.

Consumer insights help personalise your marketing

Mass sale is a strategy in which a company decides to ignore targeted kinh doanh and speak khổng lồ a whole market instead. The example below illustrates mass sale perfectly.


Today, companies offering a service or product used by many still tend to lớn use mass kinh doanh, lượt thích this toothpaste advert. Indeed, by definition of mass kinh doanh advertising, mass-market products vày not necessarily need to lớn personalise their communications in order lớn sell more.

But in a world where competition is so tough, personalisation has become a necessity for many retail brands out there. Targeted và personalised help communicate a better, clearer message, and therefore attract và retain customers.

That’s why consumer insights can help zerovn.netes underst& why people buy certain products over other ones and what’s driving those preferences.

This can help you refine your personas, and determine the best way to speak to your different audience segments. Here are a couple of examples of personalised kinh doanh.




Netflix, on the other-hand, uses algorithms based on previous viewing behaviour in order to recommkết thúc the right kind of nội dung khổng lồ viewers.

Whether it’s with algorithms, internal data, or a mixture of internal and external data, consumer insights help refine the way you communicate khổng lồ your customers - these brands all use consumer insights lớn better understand their audience & personalise their sale and offerings.

Insights are essential khổng lồ learn about and understvà your audience better, as well as find deeper, more actionable insights lớn improve sầu the way you market your

There are many ways you can use insights lớn boost your company’s bottom line - so we’ve sầu put this menu of steps together to lớn get you started!

Getting started with consumer insights

Establish what you want to learn: before conducting research, make sure you know what (and how) you’ll get your data. Identify your resources: How will you obtain data, who’s going to lớn collect it, who’s going khổng lồ analyse it? Make sure you have sầu enough time & employees dedicated to getting and using your consumer insights.What’s your collection method?: How you’ll collect data is extremely important. Are you targeting a specific audience? Existing consumers? Will you use a survey? A focus group? These are important questions.'s nhận xét Insights tool is a great way to lớn get started.How will you use the data? Make sure your efforts are not going to waste. It’s important to lớn plan và think ahead. Once you have the data, start thinking about what departments, processes, strategies, and initiatives might be affected và what the plan is for that.

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Lastly, get started! Obtaining consumer insights is hard work but can pay off in the long run. Find out how nhận xét can help you collect great insights, learn about's reviews Insights tool here, or create a free tài khoản today to get started.