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How To Use Customer Insight Surveys

8 September 2021

Diana Owens

One of the most challenging aspects of marketing is that it is difficult to come up with insights that will allow you to effectively market to a particular target demographic. Some businesses lack data on their customers and other businesses have bad data. To avoid this problem, you will need to conduct an effective consumer insights survey.

Understand the Questions You Want to Be Answered

You may know something interesting about your customer. For example, you may know that your customers rate a product very highly during taste tests but fail to purchase the product. But to market to customers more effectively, you will need to know why they are behaving how they are.

Make sure to rethink your current assumptions. For example, you will want to consider whether you might want to shift your focus toward a different target market, whether you might need to shift the perception of your brand, and whether you fully understand your audience. 

Generate Simple Solutions From Complex Data

You will want to condense the data you have gathered down to a couple of sentences that marketers can refer to when creating their marketing campaigns. For example, you may have a lot of data on the issues that your customers typically face, such as the journey your customer goes through to purchase the product, but you will then want to simplify the conclusions for marketers.

Often, there is an emotional feeling you are trying to change for your customer. For example, there might be a negative perception of your brand that you may not even be aware of, such as a product being considered "cheap," and you will then be able to take the necessary steps to convince customers that your product is made out of high-quality materials.

Place Your Unique Customers in Groups

Each individual customer is unique. However, you may notice patterns among different types of customers. For example, you might decide to group your customers based on their ages or income brackets. 

An insight is only useful if it is put in context. By having a team that comes from a variety of backgrounds and can share different perspectives, you will be able to better interpret the data you have been able to gather. 

Generate Greater Profits

Businesses that use customer insight surveys may generate more profits than other types of businesses. Therefore, you will want to work with a company that specializes in customer insight surveys.

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