Consumer Intelligence

 

 

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.

Fast Facts

  • Forrester predicts that 25% of companies that are only using product research will pivot to consumer and market intelligence.
  • 88% of consumers trust online reviews as much as personal recommendations.
  • 92% of consumers trust peer recommendations over advertising.
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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
    Customer experience

    Consumer Intelligence Resources

    Safeway Netnography

    Safeway began in 1915 as a Skaggs store, owned by M.B. Skaggs, in American Falls, Idaho. In 1926, the company merged with 322 Safeway (formerly Selig) stores. In the 1930s, Safeway introduced produce pricing by the pound, dating on perishables to assure freshness,...

    Publix Netnography

    Publix, a privately-held company operating stores in Florida, Georgia, South Carolina, Alabama and Tennessee, was founded by George W. Jenkins in 1930 in Winter Haven, Florida. It has grown into a Fortune 500 company with more than 1,000 stores and is one of the...

    Ziploc Netnography

    Here’s how Ziploc’s parent company, SC Johnson, describes itself: “We make homes better for families. SC Johnson is one of the world’s leading makers of household brands. We’re a 124-year-old family company, and our trusted products can be found in homes around the...

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