Consumer insights research does more than tell you about who your customers are and what they do. It reveals why customers behave in certain ways and helps you leverage that to meet your business goals.
Knowing your customers deeply is integral to creating a strategic marketing plan. This type of market research can help you anticipate consumer needs, spark innovation, personalize your marketing, solve business challenges, and more.
Consumer insights research should be specific to your business—it’s about getting to know your customers and your target market. Various market research methods can be used, such as interviews, ethnography, survey research, social monitoring, and customer journey research.
Here are some of the characteristics you should understand through consumer insights research:
- Purchase habits
- Interests, hobbies, passions
- Personal and professional information
- How they consume media and advertising