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
Too Many Eggs in Your Social Listening Basket?
Understanding consumer conversation in any category is challenging. This challenge is compounded when brands need to capture insight about a specific topic that includes very general terms, as it requires analysts to sift through countless irrelevant mentions. We’ll...
Capturing the Cultural Zeitgeist with Trend Tracking
Trend identification and tracking are fantastic ways to capture insight into audiences and the things they love. With it, companies can develop strategic plans to promote existing ideas or uncover entirely new ideas. The exercise offers a bevy of exciting and...
Marketers Are Saving Time with Intelligence Connector
Marketers don’t have enough time and typically rely on multiple tricks and tactics to make better use of the little time they have. However, new evidence suggests that they might not be doing enough. A HubSpot researcher conducted a survey to understand how much time...