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
Social Media Monitoring vs Social Listening – Yes, There’s a Difference!
Social media monitoring and social listening are part of the broader social intelligence discipline, a couple of branches on the consumer and market intelligence family tree. Understanding the difference between the two is important in setting the whole course of the...
KOL Identification: Key Opinion Leaders Brands Should Pay Attention To
KOLs have been in the industry for a good bit of time and have created solid reputations for really knowing their stuff. A nod from a key opinion leader can direct lots of attention - and, so too, can a frown. Key Opinion Leaders (KOLs) are leading voices in a...
Social Media Audit Tools & Free Template
Creating benchmarks that you can measure efforts against is the first step, followed by ongoing and consistent monitoring. And it's something that every brand needs to spend time creating. But which tools are best for assessing your social performance? It depends on...