Uncover your customers’ behavior using the Customer Insight – WAU methodology
Consumer insight is a process that uses the power of data to collect important information from consumers and revolutionize your business. Understanding what they want and need is an opportunity to better understand what attracts and retains customers.
If you already know a little about Marketing, you should already know that your main objective is to create and deliver value in order to satisfy the needs and desires of a target audience in order to make a profit, correct?
To that end, marketers should always ask themselves a few questions, such as: What attracts consumers? How to get to them? What will they buy?
With data becoming more and more available and certain to leverage strategies, a favorable context for consumer insight. This innovative process seeks to interpret useful and in-depth information on consumer behavior for understand what they want and need.
Using data is no longer a trend, but a necessity. Structured in a process, consumer insight proves itself as an opportunity for your business to attract more customers, promote incredible experiences and, consequently, generate more revenue.
The name may seem complicated, but we will teach you exactly what it means, how it can help you and how you can start to implement it. Don’t miss this chance and join us!
What is true consumer insight?
Most consumers are online and, in this digital environment, they leave a trail of data on social networks and search engines, such as Google itself.
This volume of data is so large that it becomes difficult to interpret and use them efficiently. Even if it takes a little time and work to put everything together, order and articulate everything, they offer a competitive advantage to understand consumers.
Their experience must be thought of at all times and some professionals focused on the client’s success have already understood this. With the use of research tools and methodologies, consumer insight was developed.
We can then start from the idea that consumer insight is defined as a process of collecting relevant data, and its analysis and interpretation allow us to know how consumers think and feel, even reaching a perception of the public’s subconscious.
Through this deep understanding of human behavior, it is possible to know what people want and need and, most essentially, why.
This takes place in both functional and emotional dimensions, which connect and meet in three spheres that define the work of insight: that of beliefs, that of motivations and that of desires. We will explain each one, in addition to their practical applications. Look:
- beliefs: here the consumer has his own thoughts and feelings. For example, “every time I travel abroad, conversion and credit rates are difficult to deal with”;
- motivations: in this context, he understands the cause of that thought or feeling. In the same vein, he might think “this is because companies and banks do not present data clearly and in real time”;
- wishes: finally, he channels these thoughts and feelings into a dilemma or desire that he would like to be addressed. This could result in thinking something like “I wish there was a way to access my daily expenses online, even abroad”.
Like this, you can better understand what attracts and retains customers. This certainly helps to make informed decisions that benefit both them, when their demands are resolved, and your company, which can be this solution!
With the example given as a parameter, Nubank may have thought about these aspects when designing its services. Considering the wishes of modern customers, the institution has made it easier to have personal financial and online control with transparent spending.
And, make no mistake. Consumer insight does not operate like marketing research. After all, it is not a report that seeks to understand what is happening, but the motivations for it to be happening, understand? It is about using data and putting it into a narrative so that it becomes applicable and useful.
And why is consumer insight important?
Ok, but what is the importance of this whole process? Haven’t we thought about the consumer before?
The point of consumer insight is precisely to work with data that, with greater precision, allows you to escape the field of assumptions and facilitate decision making based on what your consumer thinks and wants, being an incredible point to feed marketing and sales strategies.
Merging data with marketing applications, such as branding and persona, as well as innovation values, gives you the power to create and optimize products and services. Not only that, but also potentiate the customer experience and create something that meets his expectations or even what he didn’t even expect, but, deep down, he already wanted.
Within the commercial process, always thinking about the consumer and with concrete information about them, it is possible to map the customer’s journey and identify failures and opportunities.
And the process doesn’t stop at sales. Knowing the consumers, it is much easier to personalize the actions and maintain their engagement in the after-sales, already operating a continuous strategy of customer retention.
The focus of every business today should be on the customer. Caring for him is essential to have more satisfied customers, which requires a lot of empathy and understanding him well. After all, we are all people who want to be heard, understood and attended to!
You may be interested in these other contents!
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5 types of consumers: what they are and why they should be analyzed
Marketing 4.0: what it is and how to transition from traditional to digital
Jobs to be done: understand your customers’ intentions
How to put consumer insight as a strategy?
Now that you know what consumer insight is and how it can positively impact your business, it’s time to talk about how to apply them in practice in your strategies.
First of all, however, it is important to mention that, normally, consumer insight is worked within the marketing or innovation team, which replicates the ideas found for other sectors. But that’s no rule, okay?
The main thing is follow a consumer-oriented culture and work with a focus on satisfying. We have separated some steps that show how to work this out.
The first step in the process is to identify the questions to which you need an answer and to establish exactly what you want to learn about your consumer. After all, there is no point in starting a search without a goal.
Then, it is necessary to map the available resources, which include everything from the method of collecting information to the methodology that will be applied, and who will be responsible for all this and also for the analysis.
Don’t forget, the data must be of good quality to lead to good conclusions, and it is not an easy job to achieve this. That is why, apply reliable techniques, being able to diversify them, ranging from qualitative questions to complete numbers, or even going through the neuromarketing.
With the results in hand, it’s time to interpret what was collected and look for patterns of behavior and motivations. We can even compare this step with the act of peeling an onion with its many layers, exploring the desires, actions, symbols and values that its consumers have.
The results will tell you what customers want, what their expectations are and, already bringing the context to your business, what their perception of services and products is, and what your company’s solution really means in their lives.
Here, it is also necessary to distinguish what is a good insight, which must go beyond revealing only what people want or need, but also why. This is the only way to think of alternatives to satisfy this and surprise them.
After such research, there is no way to simply follow the activities as they were before. There is always room for change.
Therefore, action plans must be established to apply the possible improvements and, in an innovation part, to elaborate projects and prototypes of what can be created to reach consumers’ expectations.
For example, this could mean change a campaign that was already underway, plan on the Content Marketing and even develop a new product, who knows?
Remembering that this process must be done quickly so that the results remain relevant and applicable. Consumer insight must be continuous, as the audience changes and you must not only follow the changes, but anticipate them.
What tools to use?
We have already discussed consumer insight a lot and we have even seen how this process can be applied to a strategy.
We have also seen that data collection and analysis is fundamental, since insights without concrete information are just opinions and assumptions.
To get this important data, in addition to the traditional methods of researching the public, we can use some practical tools to extract it and get the right information to be analyzed. They are listed below.
Google Surveys and Google Forms
Google Surveys is a paid tool, but it does offer plans that start at very affordable prices. With it, it is possible to do searches that are triggered as advertisements on the Internet.
But, if your budget is limited, opt for Google Forms. However, the disclosure is entirely up to you.
Google Trends and Google Correlate
Google Trends is a tool that shows exactly what is being searched for in a large volume. With it, it is possible to do research related to the topic and even use demographic indexes to see what is a trend between your audience and your segment.
Google Correlate can be used as a complementary tool. Instead of showing popular themes, it shows what the same audience searched for about a certain term. So, if you know what a trend is for your audience, you can find out what else they are looking for online.
Google Analytics is one of the most popular tools among marketers. Through it, it is possible to check the performance of websites and blogs and monitor their performance.
This monitoring is important precisely to know where you are getting it right, where you can improve and what should be done repeatedly.
Like Google Analytics, YouTube Analytics also displays video indexes, such as how watched it is, and even how retention works on it.
As we know that audiovisual is the future of marketing, it is a good idea to start working on strategies in this channel.
Facebook Audience Insights
Taking advantage of Facebook data, a search tool is available that says more than the performance of your own page.
With Facebook Audience Insights, you can check segmented indexes of people related to your page or even of a total sociodemographic group that is present on the network. Thus, it is a great chance to optimize performance on social networks.
Use this knowledge and tools to your advantage. And remember: do not treat consumers just as numbers, but as people, because this information represents their wishes. Consumer insight is a competitive advantage of the future, and you can start now!
Are you curious to learn more about this area? So, you need to understand what consumer 4.0 is and how to serve it!