Consumer Insights and how its important in understanding consumer journey

Understanding what consumers think and say about your brand is very important in brand management. Companies and brands must work in harmony with social interactions to inform and plan a perfect campaign. Consumer Insights offers market intelligence and consumer intelligence, which are critical in understanding the consumer of a particular brand. Similarly, consumer insights focus on social listening that allows companies and brands to understand the consumer journey and also allows the companies to understand why these brands need this vital intelligence. Surprisingly, many brands do not understand the power of consumer insights, and the majority are missing these opportunities.

It’s important to note that 63 percent of brands, businesses, and entities strongly agree that consumer insights are essential in insight analytics. Globally it’s unfortunate to note that approximately 15 percent of companies consider consumer insights in their post-purchase activity. Most businesses usually regret the decision of not taking this insight seriously. Roughly 60 percent of brands think consumer analytics and insights when launching a new product that is considered a priority in a business.

From the onset, it’s important to note that consumer and market intelligence is essential and essential in making business decisions. A brand should not walk blindly into the market and cross their fingers expecting different results. Instead, proper market intelligence is crucial in deciding the best outcomes for the brand and any products they might be launching.

Lack of market intelligence leads to brand failure, and your competitor is on the lookout to ensure that they take up your space when one fails. Therefore, integrating market intelligence with consumer intelligence brings out a whole new dimension. The majority of businesses and brands agree that such intelligence is essential in brand success in the industry. So it’s not surprising to note that industry and market leaders usually rely on consumer insights and analytics as part of the essential critical business.

Since the Covid 19 pandemic struck, the industry has been behaving differently, and the consumers are no different. As a result, brands must invest in consumer behavior, particularly when it comes to shopping trends and how consumers feel about a particular brand.

When brands start listening keenly to the social behaviors of their consumers, they begin understanding their journey well, and brands are in a better position to uncover innovative ways to stay on top of their game in the industry.

Consumers do not just relate with the brand, but they acknowledge and enjoy expressing how much they feel about a particular brand., A brand should elicit emotions and connect with the consumer, not just replying through auto-generated texts. A brand must be able to track their consumer and determine its influencer’s future efforts. Any brand that ignores the emotional aspect of its customer is doomed to fail, and no serious brand should commit such a crime.

Addressing public relations crises requires the various brands to activate their social listening skills, mainly when consumers raise negative sentiments. Therefore, any brand must listen and invest in active listening tools.

Operating and managing a brand using consumer intelligence and market intelligence separates the wheat from the chaff. Such intelligence allows brands to focus on the relevant issues and churn away any distractions that are irritant to the subject of discussion. Market intelligence combined with consumer intelligence are items that inform marketers and the sales team of their next brand campaign. Such intelligence is critical in capturing the consumer journey right from the start to the end. Unfortunately, brands have not been focusing on post-purchase consumer behavior in the recent past, and a whopping 85 percent of bus9inesss do not understand the benefits associated with this intelligence. 

Anita Harris

Anita Harris