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Customer Insight

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Customer Insight

Customer insight focuses on the intersection between the interests of the consumer and features of the brand or organisation. Its main purpose is to understand why the consumer cares for the brand as well as their underlying mind-sets, moods, motivation, desires and aspirations that trigger their attitude and actions. 

Customer insight should be seen as more than just raw data or research. It’s a multi-dimensional view of customers derived from the strategic analysis of a variety of qualitative and quantitative data and information including: demographic data, surveys and consultation, actual operational data, front line staff feedback, formal and informal correspondence, behavioural and attitudinal research findings, customer relationship management (CRM) data and customer feedback.

Although customer insight is a broad and important process, and it is hard to cover in full here, there are generally some important elements which commonly appear. These are:

Segmentation: This is a market strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. These strategies maybe used to identify target consumers and provide supporting data for positioning to achieve a marketing plan objective.

Engagement: This is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs and developing a relationship with the brand.

Utilisation: This is the process of analysing existing customer databases to identify which customer purchases the brand/product and how they buy it.


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