Consumer behavior, preferences, and expectations can change in the blink of an eye, making it imperative for businesses to stay ahead of the curve.
This is where consumer insight surveys come into play, acting as invaluable tools for unlocking the mysteries of consumer sentiment and behavior.
In this blog post, we’ll delve deeper into consumer insight surveys, exploring what they are, why they matter, and how they can revolutionize the way you understand and engage with your target audience.
Consumer insight can be a core topic of market research in the sense that it provides a lot of decision-making research that can help your brand grow positively (especially from a survey).
We like to think of consumer insights as the interpretation of customer data from the customer’s point of view (including their interaction with your brand).
Market research gathers data on consumer behavior using research methodologies like interviews, focus groups, experiments, and surveys. This type of research often generates both quantitative and qualitative data, such as data on market demographics and consumer sentiment.
Consumer insights can also focus on different things about your consumers from their age, location, or their experience.
Our market research company believes in examining all parts of consumer insights to have a successful consumer insight survey or project completed.
By collecting feedback and data from consumers (including your customers) that you can analyze, you’re getting insights into what it’s like to be a customer (or potential customer who is thinking about buying from you).
It should also give you more insight into what actions or things you can change to make the customer experience better for them.
Analysis and deep insights from a consumer insight survey or project might include:
Consumers typically may expect a lot from brands they are loyal to (depending on the product). That’s why it is critical to listen to them on a regular basis and make changes if needed.
In fact, research from 2021 shows that 91% of consumers are more likely to buy from a brand that listens to them and fulfills their needs. On top of that, 76% would be willing to fill in a short survey on a website to help get a more personalized experience for themselves.
Therefore, neglecting consumer insights or feedback can be a critical error for today’s businesses.
As a market research company that has worked with consumer insights for nearly 80+ years, we know how to best collect, analyze, and understand consumer insight data. We’ll show you how you can best get the consumer insights you need for your brand.
Designing a consumer insight survey can be a great way to get more quantitative information from your target market.
You’ll want to include your own custom-designed questions that aim to get in-depth, detailed responses and therefore the best analysis for your analysis.
If you’re just getting started with customer insights or consumer insight surveys, we’ll include ways to make the best survey and how we might build a custom consumer insight survey ourselves.
The first stage to any market research project is a kickoff meeting with your team’s stakeholders and your dedicated Drive Research project team.
Here we clearly outline the purpose of your survey. This includes determining what specific insights you hope to gather from consumers and how you plan to use this information to improve your products, services, or marketing strategies.
We’ll also identify your target audience of who you want to survey be outlining factors such as age, gender, location, income level, interests, and purchasing behaviors.
Based on your objectives, our team creates clear, concise, and unbiased questions in a word document. We like to ensure that questions are relevant to your audience and easy to understand.
Our online survey company also uses a combination of closed-ended (multiple-choice, rating scales) and open-ended questions to gather quantitative and qualitative data.
After the survey draft is complete, your team will review and approve of the document. Once both parties are satisfied with the consumer insights questionnaire, we begin to program it.
Before launching the survey, Drive Research conducts a small-scale pilot test with a sample of your target audience to identify any issues with question wording, survey flow, or technical glitches.
We’ll make necessary adjustments based on feedback received during the pre-test.
Then, the survey is sent to the remaining sample to fully kickoff fieldwork.
It is recommended to regularly monitor survey responses to track participation rates and identify any issues that may arise during data collection.
Once data collection is complete, analyze survey responses to extract meaningful insights. Our market research company utilizes statistical analysis tools to identify trends, correlations, and patterns within the data.
Doing so allows us to synthesize findings from the data analysis to draw conclusions about consumer preferences, behaviors, and attitudes.
We then use these insights to make informed decisions and recommendations for product development, marketing strategies, or customer experience improvements for our clients.
Lastly, our team prepares a comprehensive report summarizing key findings, insights, and recommendations derived from the survey. We will present the report during a debrief meeting, incorporating visualizations such as charts, graphs, and tables to enhance understanding.
It is then recommended for the client to implement strategies and initiatives based on the insights gathered from the survey to enhance customer satisfaction, drive business growth, and achieve organizational objectives.
Here are some example consumer insight survey questions covering various aspects of consumer behavior, preferences, and opinions:
Demographic Information:
Product/Service Usage:
Purchase Behavior:
Brand Perception:
Customer Experience:
Feedback and Suggestions:
Market Trends and Preferences:
A survey that explains and gives a deeper look at why consumers behave the way they do. A digital survey can examine why people behave the way they do in your online store. A retail survey can look at why people behave a certain way at a business location.
Similar to consumer insights, customer insights look at the “why” behind consumer actions. However, consumer insights examine the thought process of your entire potential market, while customer insights just focus on people who are already your customers.
Methods like customer satisfaction surveys and case studies can help businesses get more insight into their current customers instead. With current customers things to look at might include customer preferences, frequency of purchase, and repurchase behavior.
Consumer insights are an interpretation of data collected by businesses to gain an understanding of how their target market perceives them. Analyzing the behaviors or opinions of consumers allows companies to really understand what their consumers want and need, and most importantly, why they feel this way.
Drive Research conducts consumer insight surveys for all different types of brands. We take care of the process from start to finish including writing, distributing, and analyzing your data. We’ll even help consult on your project the entire way.
Contact Drive Research today.
