Customer insight is the study of consumer needs and behaviors, which is obtained by conducting analyses and observations of behavioral trends.
Such analyses are very important for marketing and digital marketing because they are used by companies to develop and improve the products or services that the business offers.
In practice, customer insight represents a deep knowledge related to a service, a product, or a company and helps the company to draw ideas for communicating the advertising message.
How to conduct a customer knowledge analysis
Nowadays, customer analysis is essential for a good communication strategy, to have a conception and understanding of consumer needs.
Customer insights are very useful to better understand what consumers actually think or feel and what goes through their minds when they see a product, namely the emotions, the desires that drive them to purchase products or services.
To perform a customer knowledge analysis, therefore, it is important to pay close attention to the behavior of your target: the sensations, feedback, consistent purchasing of a product, the demand.
Such observations, can be used to optimize the company's offering and to respond to specific problems or needs, thereby bringing advantage to the company that uses them.
It is important to interpret consumer behavior to understand the changes to be made in businesses in order to then benefit the customers themselves.
To achieve effective results, customer insight must acquire three characteristics:
- It must be targeted: seeking insights aimed at a very specific target, in order to benefit from satisfying only a particular segment of consumers;
- It must address a real problem: it should be able to answer or find a solution to a specific problem or need;
- It must be innovative: it is important that the insight is capable of addressing problems and needs that are always different from the previous ones.
In the world of the web, tools for data collection have been developed thanks to:
- Surveys;
- Discussions on forums;
- Community groups.
Also thanks to tracking systems such as:
- Google Analytics;
- Hotjar: allows recording of sessions and viewing user behavior;
- The cookies.
In conclusion, everything revolves around how consumers perceive what the company offers and how they experience the product or service, through the perception that can be altered by communication.
This can also occur thanks to the use of testimonials, which help to understand if a product receives positive feedback when used.
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