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

    Texas Roadhouse Netnography

    Most consumers think Texas Roadhouse is doing a good job with steaks and other dishes, but many wish they would turn the music down a notch or two. And please do something about those long waits. Texas Roadhouse is a casual dining restaurant chain that first opened in...

    Finding Insights on Forums

    I hear from NetBase customers that although Twitter is all the rage, and blogs have been around since the early 2000s, it’s in forums—the Internet equivalent of the old message board—where one gets the most transparency into people’s lives. Why do people join a forum?...

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