If you’re struggling to get your business off the ground, having difficulties knowing if your products are truly relevant to your target audience, or standing out from competing offers… One answer: marketing insight!
But what exactly are insights? How are they used in marketing? Why should you detect them before your competitors? Trustt gives you more explanations.
Table des matières
Marketing Insight, “What Is” It?
In English, an “insight” refers to the perception of a reality, what an individual feels.
In reality, an insight corresponds to a dominant desire, need, or expectation present and detected among consumers of a product or service that they cannot satisfy due to a particular obstacle. If this obstacle were removed, a large number of consumers would immediately embrace this product or service.
Insights are something that’s already real (happening), but which brands might not be paying attention to…
Implementing a marketing insight strategy means precisely trying to identify these consumer insights and act on them to define a product or service offer that fully meets the needs and expectations of consumers.
In the digital age, these consumer insights are everywhere:
- Customer reviews under product pages;
- Ratings and reviews on Google;
- Comments and posts under brand posts on social media;
- Conversations between consumers on forums or Facebook groups;
- Customer service feedback;
- DM messages on social media;
- Results of usage tests;
- Etc.
All of this is part of consumer insights!
Marketing Insight, What Is It For?
To perform, continue to satisfy their consumers, and stand out from competing companies, brands must therefore take into account all these feelings to continuously adapt their marketing strategy.
Consumer insights are valuable strategic data that allow for studying consumers’ purchasing motivations, their needs and expectations, their obstacles, their consumption habits, current trends…
Analyzing consumer insights allows you to identify the problems and needs of your target audience in order to offer them the best solution, the best version of a product or service, and adapt your future strategy. In the end, it’s demand that drives innovation.
Consumer insights are therefore an integral part of marketing analysis, they allow brands to:
- Better understand their target;
- Measure the performance of their products or services;
- Improve the user experience
- Optimize their marketing strategy;
- Launch better advertising campaigns;
- Develop products and services expected in the market, bestsellers;
- Innovate regularly;
- Penetrate new markets;
- Stand out from competing brands.
That’s why it’s important that you’re always listening, on the lookout, to detect the behaviors of your target consumers, to scrutinize upcoming trends on the web, collect customer reviews, test your products and conduct studies…
The more precise and targeted your consumer insights are, the more you’ll launch products that are truly anticipated in the market, as well as bestsellers, because they’re fully appreciated by your target audience.
How to Identify a Marketing Insight?
Here are 4 effective techniques to uncover good marketing insights and propel your business:
1. Be Constantly Listening!
To find the right insight, the one that allows you to make a difference and innovate, continuously scan everything that is said about your brand and products on all your communication channels: website, blog, forums, emails, calls, social networks, points of sale, satisfaction questionnaires, product tests…
Constantly gather information on what your target audience feels and thinks, note suggestions and ideas. Remember to do the same for competing brands.
Thanks to the Internet, you have the possibility to access thousands of marketing data and information that reflect the behaviors of your consumers.
2. Observe Consumer Behaviors
When you notice a reaction towards your brand, products or services, whether positive or negative, you must study the reasons that led to this reaction.
You must be able to understand the expectations of your consumers and determine how you are meeting them, or not.
3. Generate Consumer Data
To find the right consumer insights, you must go and seek them out!
Set up studies, question your customers before, during and after purchase, launch product tests, ask for their opinions on what they think of your products, your brand, their experience…
To do this you can:
- Create surveys on social networks;
- Set up an ambassador program on your website;
- Install a customer review module on your website;
- Launch quantitative studies;
- Organize round tables with a representative sample of your consumers;
- Send satisfaction questionnaires by email to your customers after a purchase.
4. Put Yourself in Your Customers’ Shoes
Another effective technique for obtaining insights is to show empathy, to put yourself in the place of your typical customers. Of course, this assumes that you have previously gained a good knowledge of your target audience and personas.
Put yourself in the place of each of your personas and ask yourself what would you like? What are your needs and expectations? What could make your life easier? How would you use this or that product? Etc.
How to Analyze These Consumer Insights?
To properly analyze a consumer insight, you need to consider 4 phases:
- Observation: “I would like”: the feeling, need or desire of the consumer that emerges from an observation, a moment of truth, or a consumer verbatim.
- Motivation: “the because” namely the justification that the consumer gives who seeks to rationalize their behavior.
- The barrier or problem: the “yes, but”, that is to say the barriers, risks, fears, social pressure, guilt in relation to the need mentioned.
- Your response, your solution: the promise or positioning of your brand that responds to the initially mentioned need.
The consumer expresses their motivation to achieve something, but there may be a problem, a barrier to fully realizing this action or adopting this product. Implementing an insight marketing strategy is precisely about removing this barrier and providing an appropriate response to allow the consumer to carry out this action.
A good consumer insight must be coherent, based on a “fundamental truth”, a precise observation, mobilize a need but above all a desire. This strong insight will allow you to overcome barriers by relying on key elements, beliefs or knowledge, or even on new elements that allow you to innovate and boost your activity.
Yes, insight and innovation often go hand in hand! Implementing an insight marketing strategy is therefore really worth it.
To discover the consumer insights of tomorrow, the Saas software Trustt helps brands perfectly understand their customers through the collection of insights that are precise, targeted and of quality:
- Ultra-detailed authentic reviews;
- Product tests via the implementation of an ambassador program on brands’ websites;
- Collection of fresh data on prospects’ consumption criteria.
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