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  • Writer's pictureKristin Harper

Consumer Insights Research in 2023: How to Stay on Top of Trends

Consumer Insights Research - How to Stay on Top of Trends

If you're a business professional, then staying on top of consumer trends is key to staying competitive and creating successful products. Consumer insight research provides brands with the information needed to understand their target audience, making it an invaluable tool for any organization. By understanding what makes consumers tick – their wants, needs, and behaviors – organizations can make informed decisions about their strategies. In this blog post, we’ll discuss what consumer insights research is and how teams can use it to create a competitive edge.

What is Consumer Insights Research?

Consumer insights research refers to the systematic process of gathering and analyzing data from consumers to gain a better understanding of their wants, needs, and preferences. This research is crucial for businesses because it helps them make informed decisions about their products or services. By understanding the consumer, a brand team can tailor their offerings to meet its target audience's needs and desires. Consumer insights research can involve many different methods, including surveys, focus groups, and online tracking. Without this valuable research, businesses would be left guessing what their consumers want, potentially leading to lower sales and customer satisfaction. In short, consumer research and insights is vital for any company looking to stay ahead of the competition and satisfy their customers' needs.

How Businesses Use Consumer Insights Research

Consumer research and insights is an essential tool used to understand their target audience. By analyzing consumer behavior, preferences, and opinions, companies gain an even deeper understanding of the needs and wants of their target audience. With this invaluable information, businesses can make informed decisions about product development, marketing strategies, and customer service initiatives. With this rich consumer information, companies can also identify emerging trends, stay ahead of the competition, and ultimately, improve their bottom line. It's no wonder that many successful organizations invest heavily in this type of research, as it allows them to better connect with their consumers and stay relevant in ever-changing markets.

Benefits of Using the Research

As brands continue to face stiff competition, it's imperative that they stay ahead of their competition by understanding their customers' needs and preferences. This is where research comes in. With discoveries gleaned from this type of work, teams can make informed decisions that impact their bottom line. By analyzing consumer behavior, businesses can identify areas for improvement, develop effective marketing strategies, and create products and services that resonate with their target audience. Additionally, it can help identify emerging trends and stay ahead of the curve. Utilizing this approach not only helps to increase revenue but also fosters brand loyalty and customer satisfaction.

Methods Used to Gather Insights

To gain valuable knowledge about consumer behavior, businesses use a variety of methods and techniques to gather data. Common quantitative methods include surveys and questionnaires, where people respond to questions about their experiences, needs, and preferences. This method can provide a deep understanding of satisfaction, loyalty, and the effectiveness of advertising among others.

Another common method used for gathering deep consumer understanding is through focus groups. This method involves a small group of people who are brought together to discuss their experiences with a product or service. Focus groups allow researchers to observe their target audience interacting with each other and identify common experiences, motivations, and behavior patterns. This information can help improve products or services by gaining a deeper understanding of what customers are looking for.

In today's increasingly digital world, organizations are also using online analytics. With the rise of e-commerce, businesses can track customer behavior on their websites and mobile applications to gain a better understanding of what their consumers are interested in. By analyzing data such as page views, click-through rates, and time spent on particular products or pages, organizations can identify trends and make informed decisions about marketing campaigns, promotions, and product development.

Finally, in-store observation is another valuable method of gathering consumer research and insights. By observing shoppers in-store, researchers can identify buying patterns, areas of interest, and obstacles that may be preventing shoppers from making purchases. This can be done through systematic observation methodologies or interviews with customers. By observing these behaviors, businesses can gather real-time feedback on the effectiveness of their in-store merchandising, product placement, and other factors that impact the shopping experience.

Utilizing a combination of these methods – surveys, focus groups, analytics, and observation – can help cross-functional teams gain a comprehensive understanding of their target audience and create effective marketing strategies to meet their needs.

The Role of Data Analysis

With the help of data analysis, a company can grasp a deeper comprehension of its target audience's behavior and preferences. Analyzing data can provide an understanding of how customers interact with their brand and their competitors. Investing in data analysis results in valuable information about what consumers want, which can help guide marketing and product development decisions. There are many potential sources of data – sales and shipments, UPC scanner data at retail stores, eCommerce, social media, primary and secondary reports, and competitive data, to name a few. Utilizing consumer insights to better understand one's audience leads to stronger customer relationships and sales growth. Therefore, it's essential to prioritize data analysis to gain a competitive edge in today's market.

Impact of Technology

Technology has transformed the way consumer research and insights is conducted in today’s digital world. With the widespread use of smartphones and social media platforms, sales, marketing, and innovation teams have access to a vast amount of data that can help them understand their customers better. The use of big data analytics and artificial intelligence has made it possible for a company to make sense of this wealth of information and gain a deep understanding of consumer behavior. Additionally, technology has made it easier and faster to conduct surveys and gather feedback from customers, enabling businesses to adapt quickly to changing market trends. The impact of technology has been significant, as it has revolutionized the way companies approach market research and helped them stay ahead of the competition.

Examples of Successful Businesses

Consumer research and insights has revolutionized the way brands cater to their target audience. With the ever-growing competition, it has become crucial for companies to understand the needs and wants of their customers to survive in the market. From understanding consumer behavior to analyzing their preferences, businesses have successfully discovered consumer “AHAs” that increase their sales and grow. For instance, Coca-Cola's "Share a Coke" campaign was a result of consumer insights, which led to a personalized marketing approach, making the customers feel more connected to the brand. This has impacted the advertising, product development, and merchandising strategy for this iconic brand. Shoppers can now visit stores to see their names written on a Coke bottle.

Similarly, Mars M&Ms tapped into the personalization trend with customizable chocolate candy-coated treats in a variety of colors and adorned in a variety of initials and icons to celebrate many types of occasions – from weddings to baby showers and beyond.

Finally, Amazon's "You May Also Like" and Netflix's personalized content recommendations are also examples of how research has transformed the competitive landscape. As a result, visitors and viewers alike stay on the platforms longer, leading to increased sales, loyalty, and advertising revenue. With such a competitive marketplace, enhancing the user experience is critical for brands to remain relevant and preferred. By using these approaches, companies can make more informed decisions on their product development, marketing strategies, and overall business operations. Importantly, the customer-inspired innovation has led to greater sales, more reasons to buy, and increased brand affinity.

Tips on How to Use the Research

Consumer insight research can be a game-changer for organizations looking to stay competitive in today's market. By gaining a deep understanding of the wants and needs of their target audience, a company can tailor their products and services to better meet those needs. One important tip for effectively utilizing consumer insight research is to think beyond just demographics and basic preferences. It's important to dig deeper and really understand the underlying motivations and emotions driving consumer behavior. Additionally, it's crucial to keep an open mind and be willing to pivot strategies based on new information. By taking these steps, businesses can use consumer insight research as a powerful tool for growth and success.


In conclusion, consumer insights research is a valuable and powerful tool that can help businesses of all sizes stay competitive, create better offerings, and improve marketing strategies. Technology continues to reshape the way we use data to gain an understanding of consumer behavior, allowing us to fine-tune our research techniques and receive more accurate results much faster than ever before. By using the tips for effective consumer insights discussed in this post, organizations can gain access to extremely valuable data that can be used to increase their overall success. Don't miss out on the opportunity for growth gained through valuable customer feedback – contact Driven to Succeed, LLC today to learn how we can help.

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Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

Answers to Your Consumer Insights Research Questions

What is Consumer Insights Research?

Consumer insights research is a type of market research that focuses on understanding the needs, preferences, and behaviors of consumers. It involves gathering and analyzing data about consumer behavior and attitudes, as well as their lifestyles and purchasing habits. The goal of this research is to help businesses make informed decisions about product development, marketing strategies, and overall brand positioning. By understanding what drives consumer behavior, companies can create more effective marketing campaigns, improve products, and ultimately increase profitability.

What is the difference between Market Research and Consumer Insights Research?

Market research is a broader term that refers to the process of gathering and analyzing data about a market, including customer needs, trends, competition, and other factors that may impact a business's success. It can involve both quantitative and qualitative research methods, such as surveys, focus groups, and data analysis.

On the other hand, consumer insights research is a more specific subset of market research that focuses on understanding the motivations, behaviors, and preferences of consumers. It typically involves qualitative research methods such as in-depth interviews, ethnographic research, and observation. The goal of consumer insights research is to understand why consumers behave in certain ways, what drives their decision-making, and how brands can better connect with them through products and marketing.

In summary, market research provides an overall picture of the market, while consumer insights research focuses more specifically on understanding the psychology and attitudes of various consumer segments.

What are the benefits of Customer Insights Research?

There are several benefits of customer insights research, including:

  1. Understanding customer needs and preferences: This is perhaps the most obvious benefit of customer insights research. By gathering data on customer behavior and attitudes, businesses can gain a better understanding of what their customers want and need. This enables them to create products and services that meet customer needs more effectively.

  2. Improving customer experiences: By understanding customer preferences, businesses can make changes to improve the customer experience, such as enhancing customer service processes or improving the user interface of digital products.

  3. Creating more effective marketing campaigns: Customer insights research can provide valuable data on what motivates customers to make purchasing decisions, which enables businesses to create more effective marketing campaigns that resonate with their target audience.

  4. Identifying new market opportunities: By analyzing customer behavior and preferences, businesses can identify new market opportunities that they may not have otherwise considered.

  5. Staying competitive: Gaining insights into customer behavior can help businesses stay ahead of their competitors by identifying gaps in the market, which they can then leverage to create unique products and services that differentiate them from competitors.

Overall, customer insights research can help businesses make more informed decisions and improve their bottom line by creating products and services that better meet customer needs and preferences.

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