Increasingly, these dot-connecting insights come from the huge — and ever-growing — pool of unsolicited, unprompted online consumer conversations. Lou holds a Master of Arts from Hofstra University and a Bachelor of Arts from Holy. It doesn't’ have to be a measured result like a key performance indicator, in fact, that’s probably the worst way to think of insight discovery. Enjoy an uninterrupted reading experiencedsmddls,d,sd,;,;,;! You are examining topics, areas of concern. In that way, insights can seem a little mysterious. Think you can match it?Think you can do better? Continue Let’s say you’re in the shower one morning. moment when you understand a previously unrecognized (or “deep”) truth or make a slightly weird or interesting connection. In online research, you are going to see things you didn’t ask for. Did our company’s most recent campaign resonate with consumers? An insight usually stems from a fresh observation or brainstorm that has potentially valuable implications on whatever goal you’re trying to accomplish. It’s not the same thing as discovering patterns. Prior to Crimson Hexagon, Lou served as the CMO for Attivio, a privately held cognitive search and insight platform company. Who is a previously undiscovered audience that may be interested in my brand/product? Insights come into view when you tap into the creative minds of your community members. They lead to clear behavior and attitudes. Inspiration simply doesn’t work that way. Insights give us fresh perspectives; they are unexpected. Why or why not. Hi there! A simple example: If you’re looking at fast food trends and focusing on the price of a meal, you may actually discover that price isn’t the deciding factor in most cases. But if all of this sounds intentionally opaque and circumstantial, we’re here with some good news: There’s a new way to think about, and source, consumer insights (Click on the link to read What is Customer Data Platform CDP & Where does it Fit into my Data Ecosystem?) We express insight as a statement, a synthesis of knowledge or collective intelligence. Sometimes a good consumer insight will reveal a perspective that the analyst may not have thought of before. Real consumer insights reveal how an individual consumer thinks about his or her situation related to the product category being studied. But you are NOT thinking about work. Or, after all of these sources have been thoroughly reviewed and absorbed, an entirely new synthesis could occur.

Much of the real work of generating insight happens in the background – subconsciously. It’s not the same thing as statistics. Andy Davidson, Chief Strategy Officer at strategic insight consultancy Flamingo: Anna Ho, Associate Director of Strategy at Smashing Ideas in Seattle: Dan Kent-Smith, Senior Vice President at Edelman Intelligence: Tracey Follows, Head of Strategy at WIRED Consulting: Mike Grigsby, VP Customer Insights and Advanced Analytics at Brierley and Partners: At Chaordix, we think of insight as that remarkable aha!

Insights are tough to find, but critical to unlocking organic growth. hbspt.cta._relativeUrls=true;hbspt.cta.load(4098998, 'f8375e46-a4b0-45ce-a5fa-a2fd3813ed0e', {}); Join an impressive group of marketing and innovation professionals who have also signed up to our mail list. Give us 2 business days to confirm your spot! Or by finding a new piece of information that you weren’t expecting, but that totally changes your perspective on an entire problem. Consumer insights can come directly from sales or engagement data, surveys, focus groups, direct interviews, and online data. Take this quick quiz covering a dozen fundamental marketing terms. First, it enables you to query essentially everything online. You’re running a little late so you might be thinking about the commute, or what’s up next weekend or getting your daughter to school on time. Customer Insight: An observation on the behavioral patterns of your target customers that can be used to make strategic adjustments to better suit their needs. Thank you for your interest in joining the MarTech Advisor Slack Community! In other words, consumer insights are tidbits of data that help businesses better market and sell their products...or help them better understand the market landscape. How has my brand/product trended over time? Consumer insights can come directly from sales or engagement data, surveys, focus groups, direct interviews, and online data. Sometimes good consumer insights will lead to ‘ah-ha!’ moments mentioned above. In other words, experiencing/unearthing/sparking an insight is not where your work ends; insight propels you toward what comes next—which can be change, growth and improvement, maybe even a breakthrough product that transforms your brand. By submitting your e-mail address you agree to our, © 2020 MarTech Advisor is among the trademarks of, 4 Ways Brands can Turn Social Data into Consumer Insights. It’s not noticing when people say what they need. When you share this new thinking with your team, there’s a good chance at least one person’s eyebrows will go up just a little bit, signaling that you’re onto something important.

They are fraught with personal anxieties and hopes, they are essentially the underlying paradigm (framework) of self. Plus, subscribe to receive updates about new blog content and other resources from CoSchedule. How has perception changed over the past 1, 3, 5 years? But that shouldn’t stop you from

How does my target customer compare to the target customer of my competitor? A Purchase Act for example. Whether you have in-house research or you’ve engaged an outside research team, in either case, all of your employees are looking at online news, forums, chats, Twitter, Instagram, Reddit, online publications and more. Previously, Lou was the CMO at Ektron, now Episerver, and held leadership positions at TIBCO Software and EMC, now Dell. You’re drying off and all of a sudden you have the insight that if you tighten your supply line by 10 days you could add another two months of sell-in time for the new Bluetooth headphones you’re about to introduce. Consumer insight is a flash of understanding on the part of a marketer regarding an unidentified or unmet need in the marketplace, or a new/better way to satisfy an existing need. T +1 (403) 263 2655 Toll Free +1 (877) 263-7775, 6 digital trends shaping consumer insights. Sometimes the insight is simply one data point that can confirm or dispute a previously held belief. MarTechAdvisor.com and its partners use cookies to help personalize content and ads, provide social media features, and analyze traffic and its behavior. That would be a bit like saying “Yes, I’ve just thought of something that could change the world forever. I got /12 on the Marketing Terms Quiz via @CoSchedule! Then, share your results on social media and show off your marketing smarts. Confirm your email id so you don’t see the popup again! But even more important, there is a great synergy between online consumer research and the pursuit of more deeply understanding your customer. It’s what you do with your insight that will make the difference to your customers and your business. You’re not asking questions and getting specific responses from individuals. 3 simple questions - 3 minutes is all it will take to help us know you a little better. The reason those kinds of insights pop up is that you’re examining unsolicited information that consumers have volunteered to express in their own words, at their own pace. Skip. The kind of engagement that drives optimal customer lifetime value and real business impact. Learn what a real consumer insight really means, with unique perspectives from various market research and brand marketing leaders. Priceless info. That’s billions of people and trillions of posts, messages, blogs, and articles. For one thing, it’s new. An insight is special for several reasons. What we’re really talking about here is public online data. That's awesome!about average.leaving some room for improvement. And when the lights go on you’d probably say to yourself “I never looked at it that way before” or “This is exactly the missing puzzle piece we need”. Internal vs external crowdsourcing (and when you can use both! https://coschedule.com/marketing-terms-definitions/https://cosched... Download a resource bundle including marketing templates, ebooks, guides, and more. And the answers will often surprise you. They reduce irrelevance and focus you on what is meaningful, setting the foundation for successful product development. © Copyright 2020, all rights reserved. We review every application to create & maintain meaningful discussions in our community. Traditional research methods are solid, time-tested ways to get there, and they still have value. [They] provide unexpected vision and drive a different way of looking at the results, a different way of looking at the problem.”, “Insight is something that everyone already knows. essential martech insights week on week. Winning CX will come from Brands who can balance relevance, consistency and convenience to drive engagement. Insight is something a little trickier to define. You can do many different things to stimulate the process, but don’t expect results on Thursday at 10:30.

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