What Are Consumer Insights?

  

Consumer insights is data collected from consumers. This data is used to extrapolate key consumer characteristics, values and beliefs. It is about building up a picture of your audience's thoughts and feelings. 

Understanding this behaviour can explain why consumers buy or don’t buy a product, why they favour some brands over others and what competitors are offering that you aren’t. 

For this reason, consumer insights are crucial for businesses who want to establish meaningful and long term relationships with their audience. In addition, it will help companies better market and target different consumers with relevant and valuable products.

 

How Are Consumer Insights Collected?

Behavioural data can be taken indirectly from online sources. However, they can also be obtained through direct contact with consumers. Consumer insights comprise:

• Website and social media interactions
• Customer feedback and reviews
• Customer surveys
• Neurological and psychological research
• Market research
• Focus groups
  
  

  

  
  

How Are They Used? 

Consumer insights are used to do the following:

• Create customer profiles: These allow you to segment your audience into different groups based on how consumers use additional services or products. These profiles are crucial to appealing to the right audience when you launch a campaign.
• Create targeted campaigns: This type of marketing or advertising is directed to specific demographics, locations or interests. The idea is that a more personalised approach will lead to more conversions.
• Develop marketing strategies: This is a broad term used to define how a company allocates their marketing resources.

While this isn't an exhaustive list of all the things consumer insights can help with, they can provide an idea of how they are used in the industry. The benefits of the targeted approach allow you to develop more streamlined and effective mechanisms for capturing consumer attention. It helps companies stand out from the crowd and save money on advertising by ensuring their products are shown to the right customers. Consumer insights are not just about finding out what your customer needs but also why they need it.

 

How Can Zakagency Help You?

Zakagency is a research-driven solution to a targeted marketing strategy. It is also a consumer insights company. Our approach is about unlocking the social domain for brands and helping them connect with the right audience. If you want to learn more about how consumer insights have helped our brands, take a look at Our latest work.