A customer insight, or consumer insight, is an interpretation of trends in human behaviors which aims to increase effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit.
While companies today might agree that consumer insights are a good thing, there are varying levels of opinions about just what these insights should be and how to use them. Traditionally, the struggle has broken down along departmental functions. Research focuses on the numbers, marketing wants to reach new customers, and sales just wants more leads, with little coordination, sharing or understanding.
How it works
when marketing new products. By sifting through market information, polling consumers, and finding niche areas in the marketplace, these professionals allow marketers to base decisions on research-backed data points. Read on to discover how consumer insight managers work with their team to find out just what it is consumers want.