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The six types of consumer insights

I’ll admit, this headline may be slightly misleading. There aren’t six types of consumer insights – there are endless amounts. 

Any time you can use consumer opinions to inform brand strategy or enhance product or customer experience, you’ve got yourself a consumer insight. That being said, here are six of the most common use cases to inspire your consumer insight efforts. 

1. Demographic breakdown

Understanding the demographic makeup of your audience can help target key customer groups, based on attributes like:

  • Age
  • Gender
  • Location
  • Occupation
  • Relationship status

While even one of these qualities can be helpful when identifying audiences, the real value comes when layered. The more patterns or trends within a consumer profile, the better. When you narrow a target audience to a specific profile, it’s far more likely potential customers who also fall into that profile will want your product. It’s helpful to know that fathers buy your product, but it’s even more helpful to know that fathers in California under 40 years old buy your product.

2. Interests

Beyond demographic profiles, you can build consumer groups around lifestyle and interests like brand preferences, favorite products or hobbies. Although demographic profiles can indicate certain interests, a consumer’s actual opinions and preferences are much more valuable when marketing a product. Pairing these two types of consumer insights, demographic and lifestyle information create a fully formed consumer profile. 

3. Usage

It’s incremental to know how often and why do consumers use your product or service. This insight can reveal necessary product improvements or innovations based on real customer needs. Usage information also informs brand communications and marketing efforts. If consumers overwhelmingly use your water bottle for hiking, market it as a necessary tool for outdoor adventures. 

4. Customer experience

Customer service interactions are a valuable source of consumer insights data. Customers air their criticisms and complaints, providing the raw data to recognize patterns and trends relating to product satisfaction. 

CX insights also improve customer service communications. You might discover that if a representative uses specific phrases or offers a particular solution, interactions are more likely to result in a satisfied customer. You now know to implement those strategies across the entire customer service team.

5. Purchasing behaviors

Understand why, how and when a consumer makes a purchase. Knowing a consumer’s needs and wants allows you to uncover motivators or specific points in the customer journey that result in a sale.

This type of consumer insight informs sales and marketing strategies. If you know your customers typically make impulse purchases, capitalize on those opportunities by appealing to emotionally driven decision making.

6. Brand perception

What do customers think about your brand? What do they think about your competitors? Understanding public or audience-specific brand perception allows you to align how you perceive yourself with how consumers perceive you. 

The next layer is competitor comparison. By comparing your brand perception against a competitor, you uncover your strengths and weaknesses in the eyes of the consumer. Comparison adds a layer of contextual understanding that pinpoints how your brand perception is different or unique.

How can I find consumer insights?

Relative Insight’s approach to text analysis extracts consumer insights from any textual data source – surveys, reviews, social media and more. By comparing two or more written data sets, Relative Insight discovers the statistical differences in topics, words, phrases, grammar and emotion.

The types of consumer insights don’t stop at six. Any application of customer feedback informing brand or product decision falls within the category of consumer insights.

Want to know how customer satisfaction correlates to geographic location? Or understand how brand perception changed after the introduction of a new logo? It’s all possible.

Uncover consumer insights