What is Consumer Intelligence?
Consumer intelligence (CI) is the collection and analysis of customer data across multiple data sources including – social media, customer reviews, product reviews, forums, blog posts, news articles and so much more – in order to best understand the most effective best ways to engage with customers.
Consumer intelligence provides a detailed understanding of the experience customers have in interacting with a brand or company, and provides insights into the influences driving consumer behaviors, brand sentiment, and engagement across different channels.
3 Things You Need to Know
- Consumer Intelligence is more than demographics a including gender, age, interests, professions, ethnicity and bio terms.
- Consumers use social networks to let their friends know how they feel about life, and that includes their feelings around products and brands.
- Understanding the interests of your consumers helps brands stay current, enabling them to surprise and delight their customers making them feel known and cared about.
What is “Consumer Intelligence” for?
Consumer intelligence has evolved beyond basic demographic insights and purchase history. Marketers and brand managers leverage deep consumer insights to identify unmet needs in the market.
AI-enabled consumer intelligence delivers a richer understanding of consumers likes, wants, needs, and behaviors. This enables brands to create impactful and emotionally supportive campaigns that capture target audiences’ hearts and encourages action. And this also endears them to brands, building brand loyalty.
Key use cases for consumer intelligence include:
How to gain better results with Consumer Intelligence?
Consumer Intelligence offers everything brands need to know for why people love one brand over another. For best results, focus on:
- Developing an intimate understanding of your consumers, your competition, and your industry
- Learning what, specifically, drives consumer sentiment and behavior
- Locating the trends that matter most to your consumer or your market
- Spotting new opportunities for fresh and innovative products and services that satisfy your consumer’s unmet need
Consumer Intelligence Resources
Fitzco Uncovers Opportunities with Consumer and Market Intelligence
Katy Tenerovich is Director of Brand Strategy at Fitzco where she’s able to direct her innate curiosity about the world toward client projects. It’s a curiosity that has led her to many different opportunities, including dancing in the opening ceremonies of the 1996...
Discovering Regional Food Marketing Differences with Social Listening
Regional differences can make a world of difference to a brand, and food offers a ready example of these differences in action. Social monitoring will tell you tons about your brand, but you'll want to be sure you're tracking mentions consumers are making in the...
Campaign Strategy Secrets: Manscaped Creates Community & Online Advocacy
Manscaped is not only a first mover in the men’s below the waist grooming category, but their savvy approach to brand awareness also ensures they stay at the top of consumers’ hearts and minds. Seizing upon white space in the male grooming sector, Manscaped launched...