Methods for discovering consumer insights:
Posted: Tue Dec 10, 2024 9:18 am
Methods for discovering consumer insights
There is no single silver bullet that will simplify this task or help automate it. However, there are effective methods for discovering insights, although they can often be discovered by accident.
Desk Research – analysis of existing sources – involves the analysis of available data, cross-verification of this information and its processing in order to obtain useful conclusions and information.
Individual Depth Interview – in-depth individual interviews – consist of a direct conversation between the researcher and the respondent. The main task is to obtain detailed information and opinions that meet the selection criteria, have specific features or belong to a given group.
Participant Observation – the researcher goes into a specific social environment and observes a given group from the inside.
Mystery Shopper – a mysterious customer – an experienced auditor observes a premises/shop, assesses the surroundings and talks to employees. The main goal is to determine the level of service, with the malta telemarketing auditor working incognito.
Thematic Apperception Test – projective techniques – thanks to them you will understand the preferences, attitudes and opinions of the people tested. The information base is what they say about other people, situations or things.
Focus Group – focus groups – usually small groups of people from a given target market to whom you direct ideas and questions regarding your product or service.
Also read: Your Brand's Tone of Voice. Build a solid element of your brand communication strategy.
Insight will ensure success
The path to effective sales consists of several stages. One of them is checking how the brand is perceived by current customers and people who have not used the offer yet but have some information about it.
Then, look at your competition . Assessing the actions of companies in the same industry is a source of valuable data. This way, based on the experiences of your competitors, you have a chance to learn which strategies are effective and which are not doing so well.
What's more, a customer who is at the stage of making a purchase decision often checks out competitive offers. In this area, it is important to convince them of your offer and show that it is better than other solutions. Therefore, it is important what features give the company an advantage over the competition. You can use this knowledge in your marketing communication.
There is no single silver bullet that will simplify this task or help automate it. However, there are effective methods for discovering insights, although they can often be discovered by accident.
Desk Research – analysis of existing sources – involves the analysis of available data, cross-verification of this information and its processing in order to obtain useful conclusions and information.
Individual Depth Interview – in-depth individual interviews – consist of a direct conversation between the researcher and the respondent. The main task is to obtain detailed information and opinions that meet the selection criteria, have specific features or belong to a given group.
Participant Observation – the researcher goes into a specific social environment and observes a given group from the inside.
Mystery Shopper – a mysterious customer – an experienced auditor observes a premises/shop, assesses the surroundings and talks to employees. The main goal is to determine the level of service, with the malta telemarketing auditor working incognito.
Thematic Apperception Test – projective techniques – thanks to them you will understand the preferences, attitudes and opinions of the people tested. The information base is what they say about other people, situations or things.
Focus Group – focus groups – usually small groups of people from a given target market to whom you direct ideas and questions regarding your product or service.
Also read: Your Brand's Tone of Voice. Build a solid element of your brand communication strategy.
Insight will ensure success
The path to effective sales consists of several stages. One of them is checking how the brand is perceived by current customers and people who have not used the offer yet but have some information about it.
Then, look at your competition . Assessing the actions of companies in the same industry is a source of valuable data. This way, based on the experiences of your competitors, you have a chance to learn which strategies are effective and which are not doing so well.
What's more, a customer who is at the stage of making a purchase decision often checks out competitive offers. In this area, it is important to convince them of your offer and show that it is better than other solutions. Therefore, it is important what features give the company an advantage over the competition. You can use this knowledge in your marketing communication.