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
Blackberry’s Black Eye: WSJ Sentiment Tracker by NetBase
There is a certain element of “survival of the fittest” Darwinism when it comes to technology, and being the first to market does not necessarily guarantee long-term success. I can remember back when Palm and Blackberry were duking it out for the top position, and now...
Larry Ellison, Hawaii’s New Big Kahuna: WSJ Sentiment Tracker by NetBase
Call me simple because it’s the smallest things in life that make me happy. I was so excited last year when we finally located and planted a pineapple guava tree (compliments of Jackie Caswell, brilliant gardener at Frog Hollow and our CEO’s wife) in our front yard...
Brand Passion Index: Brewing Buzz for Corona
What I love about the What Women Want project is the incredible insight it gave us into the top ten things that men and women talk about wanting online…but that doesn’t always mean I have something to say (exhibit A: a nice Jewish girl talking about bacon??). So, let...