Campaign Customer Insights

Actionable consumer insights are drawn from numerous types of data. Demographic data helps create a picture of the consumers who make up a market: their ages, incomes, genders and other facts. Behavioral data gleaned from transactional and website analytics reveals how they interact with brands and what they purchase. Psychographic, or attitudinal, data uncovers consumers’ values, feelings and motivations; qualitative research such as one-on-one interviews and focus groups are often used to yield this information. Together, these types of data give brands an understanding of who the consumers are, what they do and why they do it. 

Consumer and customer insights can be characterized as descriptive, diagnostic, predictive or prescriptive. Descriptive insights are largely quantitative and reveal how people behaved. Diagnostic insights look behind the behavior to discover what led to it. Predictive insights forecast future behavior based on past patterns, and prescriptive insights draw on all of the above to suggest what an organization should do to improve performance and meet goals.

Understanding the consumers you want to reach — who they are, what they do and what drives their behavior — is vital to creating a customer experience that keeps them coming back. Insights into consumers’ priorities enables a brand to tailor its touchpoints, marketing campaigns, service offerings and products to better meet consumers’ needs and eliminate pain points. Without this information, organizations often waste resources on media, features and services they assume consumers care about rather than on what shoppers really want.

People don’t always behave in rational ways. Behavioral science strives to understand why they make the decisions and act as they do. Businesses that have empirical insights into the emotions, biases and context driving purchase decisions can refine their messaging, strategies and offerings to align with consumers’ motivators, habits and existing behavioral patterns and forge deeper, longer lasting connections.