GETTING TO KNOW YOUR CUSTOMERS
Written by Chloe Healion
Why do our customers do what they do? It’s the question we all want to answer right?
Understanding your customers’ wants and needs is extremely important to make your business stand out - and become your customers’ first choice. To find this information, we need to work towards discovering consumer insights.
So, what are they?
An insight is a human truth about a customer. It reveals something unique about their thoughts or behaviours that you can tap into and make your advertising more meaningful.
Sounds great right?
Unfortunately, the biggest challenge companies tend to face is going from a fact to a true insight. Just because something is true, doesn’t mean we advertise it.
Many people fall asleep at the opera, but you wouldn’t promote the opera as a great place to take a nap.
So how do we get there?
After doing a bit of research, you may be stumped on how to get from what those needs and wants are, to why this is the case. Don’t worry, we’ve got you covered.
Find out what you need to improve
Finding the right answers begins with asking the right questions. Do you need to create awareness of a new product? Are sales down for a particular consumer segment? These answers can help guide your research, giving you an idea of what to look for and why.
2. Gather the right data
Our customers are using oodles of devices and platforms when they are looking to buy something. To help us advertise at the right time and on the right platforms, we need to look at their purchasing process.
As a starting point, try to conduct research on your customer and trends in the media/community. Relating this to what your company offers allows you to communicate your product’s benefits in an effective and meaningful way.
3. Making sense of the data
To get to that consumer insight, you may need to conduct further research. Try a focus group or release a survey. A consumer profile - an imaginary customer you aim to target - can also be an effective way to make sense of your research and understand your customers’ wants, needs and behaviours.
4. What thoughts or behaviours do you need to change?
Linking back to our first step, we have an issue we should be trying to solve. But now, your solution can be better for the current market, depending on the data you discover.
The final takeaway:
Get started! Finding consumer insights is hard work but can pay off in the long run. Find out how Rebel Nation can help you collect great insights and implement these recommendations into your future marketing efforts.