What makes for good consumer insight?
Good consumer insights need to meet two basic criteria: relevance and reliability.
1. Relevance
Lots of things are interesting. People are interesting! What they do is interesting! Why they do it is especially interesting! If you do enough research, you’ll find plenty of interesting stuff.
But to be useful, consumer insights need to be relevant to the questions facing your business. How should your products and services evolve? How should you position them? How should you communicate with customers in order to sell them?
Try this simple process to ensure your research will generate relevant consumer insight:
Write down one of the business objectives you’re working towards.
List out the decisions you need to make to get there.
Map the information you’ll need to make each of those decisions.
Design a research approach that will generate that information.
This will ensure that your research ladders back up to the decisions you need to make, ultimately helping you reach your business objective(s).
2. Reliability
In addition to being relevant, your consumer insights also need to be reliable – after all, totally inaccurate data is of no use to you.
There is a long list of things to consider here, depending on your methodology. Here are a few questions to check your research against:
On the most basic level – is your data correct? Have you double-checked your calculations?
Are your sample sizes sufficiently robust to draw conclusions? Is your sample representative of the audience you’re extrapolating out to?
How pure is your methodology? Have you avoided leading the witness?
Could there be a disconnect between what people say and what they actually do?
Are these the sort of questions people can meaningfully answer anyway?
Of course, the pressures of operating in a commercial environment (i.e. one without infinite time and resources) means that some of these questions can be hard or even impossible to answer.
That’s okay – perfect, unsullied reliability is more of an aspiration than a reality. You simply have to ensure your insights are reliable enough to make solid decisions.
The consumer insight workstream
On that note, let’s circle back to where we started. What is the point of all this? How can consumer insight help you in practical, actionable ways?
As a matter of fact, consumer insights can support you at every stage of the business lifecycle. Whatever decisions you need to make, understanding your customers (and potential customers) provides invaluable context for your options.
Let’s break it down across a typical product or service workstream:
1. Discovery
When you’re first starting out, consumer insights can help you make better decisions about how to discover business opportunities and which ones to pursue. For example:
Use exploratory qual research and ethnography to identify underserved or unmet consumer needs to fulfill.
Use market sizing research to understand the size and composition of the market and make an informed choice about which segment(s) to go after.
Use cultural and trend research to better understand the underlying shifts happening in a market and identify emerging opportunities.
2. Define
Once you’ve identified a given opportunity, consumer insight can also help you define and hone your proposition for that opportunity. For example:
Use co-creation – incorporating consumer insights from the very start of the ideation process – to ensure that your idea will resonate with your target audience.
Use proposition testing to bring consumer insight into the refinement process and ensure your proposition is optimal.
Use demand testing to check there is sufficient interest in your proposition before you start building or taking it to market.
3. Launch
Having defined a proposition, consumer insight can help you make better decisions about how to take it to market. For example:
Use pricing research to understand sensitivity in the market and ensure you’re pricing your product or service optimally for consumers.
Use brand and comms research to understand how you’re perceived in the market and what messages you need to communicate.
Use customer journey research to see how potential customers decide between different options to inform your sales strategy.
4. Scale
Finally, once you’ve launched, consumer insight can help you make better decisions about how to grow and scale your new business line. For example:
Use customer acquisition research to understand what drives decision-making and how to further optimise your positioning.
Use customer satisfaction research to understand the changes your customers want and prioritise your roadmap.
Use customer loyalty research to understand what fosters retention, particularly for high-value customers, and shape your strategy accordingly.
To sum up: every business must make decisions which ultimately determine the success of those businesses. Consumer insights are critical input into this decision-making, because they ensure decisions are actually aligned to customers.
Beyond that, though, there’s a nearly endless list of ways to generate and use consumer insights! While this post is a good primer, there’s no substitute for an expert who will evaluate your business and advise on consumer insights based on their extensive market experience.