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
How Brands Are Connecting with Gen Z
Colloquially known as zoomers, Gen Z is all over the news––but they wouldn’t know it, as they are not watching the news. They are on social media finding themselves, sharing ideas, and, in numerous ways, shaking the foundations of the modern world. They’re making the...
The Complete Guide to Consumer Insights: What They Are & Why They Matter
Consumers have many brand options these days, which helps explain why brand loyalty is at an all-time low. And to compound that issue, people trust what others say on the internet more than they trust a brand’s marketing message. That being the case, marketers have to...
What is Multimodal Research? Market Research Examples and Strategies
It is becoming increasingly difficult to understand the modern consumer and market environment by single-method approaches. Not to worry, a multimodal approach gives the organization the required 360° view of the landscape––and we’re going to tell you all about it! By...
Joe Russell is the Chief Financial Officer of NetBase Quid