Creating Consumer Insight

Introduce. Creating Consumer Insight it’s guide, which explains the concept of understanding the consumer and provides clear instructions on how to work with customers in a constantly changing marketplace such as social media.

Findings

Nowadays, people increasingly use the Internet and social networks not only to search for information, but also to make purchases. This also applies to purchasing services on the Internet. More than 7 in 10 consumers purchase products online each month. The average internet user has 8 social media accounts, up from 3 in 2012. What does this mean? Customer focus on the Internet now plays a major role. Customer focus on the Internet now plays a major role.

• Theory of success

“It is a capital mistake to theorize before
one has data.” – Sir Arthur Conan Doyle, Author

Why is it important to analyze your consumers? Carefully selected characteristics will help you more accurately identify potential customers and what you need to focus on when implementing projects and services. For example, in the study that I took as a basis, the example of the Snickers company is given. They carefully studied their potential customers and came up with a slogan that helped increase sales by 15.9 % in the first year alone. Here’s what it sounds like: “When you’re hungry, you’re just not yourself. And, when you’re not yourself, it has a real impact on your ability to remain part of the pack.” This example shows us that proper study and analysis of your consumer gives you the opportunity for successful sales.

• Steps to success

“The goal is to turn data into information, and information into insight.”
Carly Fiorina, former CEO of Hewlett-Packard

First, you need to draw a portrait of your consumer. Highlight what might interest them, what platforms they spend most of their time on. Also, pay attention to opportunities and create a strategy. And most importantly! Put yourself in the consumer’s shoes! Would you like to buy the product or service you offer? Then, create a clear action plan. First, define the goal and use only the data that is relevant to you. Make your data real and create a diagram of your consumer’s typical day. And finally, you have a ready-made idea that can be put into practice. Make sure you are using the right channels to communicate with your customers.

• Tell your story – the key to success

“If the statistics are boring, then you’ve got the wrong numbers.”- Edward R. Tufte, Statistician

Tell your audience a story about yourself. Namely, what your idea is, why it should resonate with ordinary people. These are called “Big Truths.” They include relevance, timing, originality, and feasibility. You yourself must believe in what you are telling buyers, you must arouse their interest. It is important that they are imbued with your story. Don’t try to embellish it somehow. Just tell why you believe in your idea and how it can help. The simpler the story, the more it will resonate with listeners.

Conclusion

The fact that customer focus now largely depends on whether your project is implemented on the Internet or not. But access to the Internet is not something bad, on the contrary, it gives the opportunity to interact more closely with customers, speeds up payment from anywhere in the world. Customers also get the opportunity not only to receive feedback, but also to communicate with other customers who can share their experience of working with a company or buying a service. It is important to organize your strategy correctly and be able to choose goals for its implementation. Always sticked to the designful plan and try to be closer to the consumer.

Bibliography

Creating Consumer Insight