Brands should identify, collect and organise insights from datasets like online reviews and purchase data among others.
Most businesses already have access to datasets, like social engagement channels and online reviews. They need to dive deeper into these channels to gather useful insights and then organise them to “design strategies, develop tactics, deliver experiences and drive innovation.”
Social engagement channels can help brands gather ethnographic insights into consumer behaviour, perceptions, attitudes and preferences. These channels can also help marketers better understand customers’ engagement and brand experiences. Brands can also leverage online reviews to analyse their market position and understand how people perceive their brand.
Collecting customer feedback through surveys or focus groups can help marketers gauge the brand’s perceived value and specific product performance and gather consumer purchase trigger information. Marketers can then use these insights to create experiences that resonate with their target.
[4 minute read]