What is Consumer Insight and how can it help you strengthen relationships with your audience?

Have you ever thought about how many times you researched a product or service before purchasing it? Trying to understand the condition of a product is essential when making a purchase decision.

To offer the right product and serve consumers in the best way, companies can use Consumer Insight. That is, using a resource to more deeply understand who your consumers are and how to reach them.

Are you curious? Do you want to know more about how this process works and its importance in the market? Keep reading, we’ll explain it to you.

What is Consumer Insight?

Consumer Insight is nothing more than a process of collecting relevant data that helps to understand how customers think, what their opinions, feelings and desires are.

When we browse the internet we leave traces and footprints wherever we go. Websites we visit, people we interact with and content we read.

It is through the collection, analysis and interpretation of this data that Consumer Insight plays its role.

The idea is to understand and predict your consumer’s purchasing behavior in order to design more assertive strategies to meet their expectations.

Why is Consumer Insight important?

With the help of this strategy it is possible to understand what attracts and retains the right customers. The objective is to benefit both sides: both customers who seek to have their demands met, and companies that can be the solution.

It is worth remembering that Consumer Insight does not work like market research.

While surveys collect specific data that end up in a report, this is a strategy that gathers information about the motivations for the problems highlighted by customers and interprets this data in a context and narrative so that it can be useful.

Combining concepts such as branding and persona can help you understand your audience even more. It is interesting to collect data on social networks, e-commerce and market research about who your audience really is. You may look for information like this:

  • Age;
  • Geolocation;
  • Consumption habits;
  • Purchasing processes;
  • Payment preference.

How to put Consumer Insight into practice?

The Internet becomes a great ally when we talk about data collection. Through social networks and traces in browsers like Google, it is easy to find the right information.

To collect the necessary Insights , we follow an order of steps.

These steps are the path to better marketing campaigns, more accurate actions, optimization of products or services and a more complete customer experience, they are:


The first step is to establish a goal. Before starting research, we need to understand what the problem we are facing is and what are the right questions to ask to get the answer we need.

It’s important to ask clear questions to learn exactly what you need about your consumer.


The next step is to map the available methods and resources. It is necessary to make it clear how information will be collected and the methodology used. If possible, vary the sources and methods for a better result.

Don’t forget to define who will be responsible for analyzing and interpreting this data and use reliable techniques to reach good conclusions.

To interpret

When interpreting, it is necessary to keep in mind the search for patterns of behavior.

It is at this stage that you understand consumers’ perceptions of your company, what problems they identify and what their expectations are.

It is necessary to know how to differentiate what are quality insights and which can be taken forward to actually solve problems. The best ideas will give you insight into which path to take and how to improve your business.

To apply

With the results already in hand, it becomes easier to apply them. At this stage it is necessary to analyze and compare the before and after in order to find points that can be improved.

At this point it is time to think about ways to apply the results obtained. This can be done through action plans, project development and even restructuring a campaign.

It is important to say that Consumer Insight is a continuous process and must always be updated according to the evolution of the brand and the public itself. This way, your company always stays up to date and can even predict future changes in your consumers.

Tools to use in applying the strategy

We already told you how to apply this strategy, but not about the tools available for this. So we list some sources:

Market research

It is the most direct form of consumer research. There, you can strengthen communication with your customers and ask clear, objective questions and discover specific data such as demographics, product satisfaction and consumption habits.

Facebook Audience Insights

Facebook Audience Insights is a very useful tool when profiling consumers. Through it, you can notice trends, find inspiration, understand preferences and demographic data for your company.

Google Analytics

Google Analytics is nothing new when we talk about data analysis. It offers ways to monitor and record the performance of websites and blogs against Google.

This tool is essential for finding out how your company is doing and which optimization techniques can be used to climb the rankings.

It is an essential resource for understanding which content on your website is well positioned and which needs optimization. This way, it becomes easier to focus on the content that your audience deems to be most relevant.

Call center

We cannot forget the support channels. Whether by chat, email or phone, consumers need to be heard, especially when they contact your company to seek support.

By listening to their suggestions, or the problems they face, it is possible to capture possible improvements.

Social media

There is nothing better than social networks themselves to obtain information from their users. This is where you can get to know your consumers intimately. Through big data it is possible to capture information even about which businesses your customer interacts with and their preferences.


CRM ( customer relationship management ) works to record consumer information, seeking to build a lasting relationship.

Here the focus is on the consumer and company link, it is a way of recording relevant data from processes ranging from the first contact to post-sales.

More than basic information such as address, telephone number and interactions with the website, CRM is a way of creating a lasting connection with the consumer and through history, allowing the next contact to be more efficient.

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