Why consumer insights matter

Boddingtons is creamy and comes from Manchester. Crisps are irresistible. Sweating is unattractive. I worked with a client once who was keen on clue hunting. The brand managers were asked simply to gather clues as possible insights. This always struck me as like asking detectives to look for evidence without knowing what the crime is. The insights that matter reveal themselves only when people look with a specific focus in mind.

Total focus on the objectives and challenges is like a light shone on the findings. Sales data is straightforward information that looks at what product is selling, how frequently, how one product sells vs.

When properly utilized, CPG data can help your organization make improvements across all facets of your operation. Some of the ways retailers and CPG companies use data analytics to improve efficiency include:. Many organizations now see that customer interactions and personalized engagement are essential for growth and customer retention. Operational silos of customer interactions, however, must be broken down and integrated to stay competitive.

Successful organizations can better provide a unified experience across all marketing and sales channels by understanding the end-to-end views of the customer journey.

After seeing a trend in product returns, ELOQUII found that customers were ordering multiple white dresses and returning some of their order. Their marketing team took this information and started actively targeting promotions and ads to hit this previously unknown demographic.

Wayfair , as another example, introduced new features in November to their mobile app, which now includes an augmented reality AR tool, an interactive photo component, and the Room Planner 3D feature. Since half of their customers place orders on mobile devices, Wayfair enhanced their app, and now customers can see how the furniture will look in their homes or offices with just a few clicks. Customers can create an interactive 3D room and see how furniture and other products look and fit into a picture of their particular space.

Consumer insights also help organizations maintain their status as thought leaders and trend setters. To stay a step ahead of trends in the children, teenage, and adult demographics, they consolidate data from two major ERPs that allows them to distill retail activity into significant customer purchasing patterns to influence real-time sales and inventory decisions. One of the most important components of using customer insights is setting a goal. You also need to plan how to use the data, and data governance is key.

Data-driven customer insights like those described above are proven to enhance and personalize customer experience in ways that strengthen customer relationships and drive revenue. D for Customer Insights collects and unifies transactional, observational, and behavioral data on your customers. Contact our Hitachi retail team today to learn more. What Is Consumer Insight? Such insights also provide a deeper understanding of how customers think and can help business owners answer important questions, such as: Why are sales down for a particular product?

A customer insights study will help you find unusual use cases that can spark innovation for marketing campaigns and product development. Did one of your competitors just unveil a hot new product? Before you rush to follow in their footsteps, you can do some exploratory research to see how consumers interact with the product—especially any potential dislike about using it.

This can be a great opportunity for you to frame your product as the solution to that unmet need. By incorporating usability testing into your research plan, you can start getting insights in hours instead. Every business is different, but they all have one thing in common: the need to be customer-centric.

And in order to do that, a deep understanding of the customer and their needs is essential. You can start by signing up for a day free trial of Marketing Insight to see for yourself how real human insight can bring you closer to your customers.

Connect the dots between what people think, feel, say, and do. Learn about the power of human insight. Free demo Join our weekly demo and learn how human insight drives better experiences.

ENG Deutsch. What are customer insights? Why is customer insight important? How to collect customer insights Customer insights are most actionable when they combine data from both qualitative and quantitative research.

The UX research methodology guidebook Learn how to make customer feedback the cornerstone for building great experiences.