How to ... gain the edge with customer insight

There are few tougher challenges for marketers than identifying and influencing what shapes customers' attitudes and prompts their behaviour. So what's next for customer insight?

How to ... gain the edge with customer insight

Move over, market research. Just because you can ask customers questions doesn't mean you should. Companies spend millions of pounds on this, but customer insight has moved on from market-research capabilities, focus groups and survey skills.

Don't ask or look for what you already know. Think relevancy. Although customers might interact with your brand in thousands of ways, there are only four things you need to consider: which brand was involved; how did the customer interact; how did they feel about their experience; and, most importantly, will they come back for more?

Is it all about the (big) data? Hardly a month goes by without hearing about "big data", information mined largely from multiple, online data sources such as social media and transactional data. However, just because you might have access to stacks more data, does not mean your brand will have the answers to everything.

Insight isn't a one-off project. Your customer will often evolve as quickly as the digital channels that your brand operates in, so you will need to adapt your insight strategy accordingly.

Be careful with your evaluation. It is not necessary for consumers to always "like" what your brand is doing. What matters is that your insight provokes a reaction and that you connect with consumers on an emotional level.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More