Collecting consumer insights is no easy job, nor is it a cheap one. Many brands dedicate a team and a substantial budget to run consumer insights research campaigns. But the act of insight collection is not the main goal. You just get some raw data. The way the data is used is what matters the most. This article tells you how to use consumer insights data.
- Improve consumer's experience
Consumers find it very easy to switch from one brand to another. The options available to them are endless. Therefore, it is quite difficult and laborious to keep your customers loyal. Consumer insights help you make a better consumer journey, customized according to their needs and preferences. Creating a better consumer experience motivates them to keep coming back to you and it makes a mutual benefit both for you and them.
Also read: Product Sampling; Tried and Trusted Method to Conduct Consumer Insights Research
- Customized advertisements
What would you expect to gain from your advertisements if they have nothing to do with your buyer personas?
Consumer insights gets you closer to your target audience, to what they really expect to see from you, and to what they'd be willing to spend money for. You can take a step ahead of your competitors by customizing your ads to what your customers really would want to see.
Also read: Seven consumer research methods; 2022 version
- Sophisticated customer service
As you get to know your consumers at a deeper level, it will be feasible to deliver better customer service. The old-fashioned customer care service is not accepted by the new generation. A modern customer doesn't pay only for a product, but also for exceptional customer support. They look for something different from what their parents have experienced in the past.
The data derived from consumer insights research can be utilized to refine the pre and post-purchase customer service of any kind of business.
- New-fashioned marketing
In a world where competition is fierce, mass marketing might not be the best solution to win.
Consumer insights help brands understand the behavior of customers and the motivation behind their decision when they pick a product over all the rest. Accordingly, the marketers can redesign the buyer personas and choose the best way to speak to different audience segments.
Consumer insights could be helpful in different sections of marketing such as:
- Strategy and planning
- Content marketing
- Consumer insights help businesses direct their future efforts and resources in the right direction.
- New generation consumers expect extraordinary and personalized service from the brands.
- Consumer insights help marketers determine the right language to speak to different audience groups.
- Customized advertising based on consumer insights helps the brands come out ahead of their competitors.