Marketing science evolves along with the changes in consumer behavior. The success key here is know the consumer insights so that you can deliver appropriate solution to your customer based on their need.

Nowadays, people have changed significantly in all aspect of their life especially behavior. Green life, minimalist, healthy life, and other life style have become a new trend globally. These changes make an impact in business life. We can see the impact such as: how they work with companies, how they get information, the way they process an information, how they interact with other, how they respond changes, how they decide to buy something, and so on.

According to these facts, marketing as a knowledge and science are evolving. A modern marketing concept is emerging, especially the concept that is related to consumer insight.

After its emergence, now many business realize how important to understand their consumers. Therefore, before developing new products or services and marketing them to targeted customer, they usually perform some marketing research to attain costumer insights. That’s why there are some market research companies are busy with their client to perform customer insight project to help their client developing consumer insight information system.

What is consumer insight?

Consumer insight in marketing term is effort to understanding consumer and target market comprehensively.

Example for this:

- Try to understand why consumers act a specific manner

- How they get information

- How they share information with each other

- What cultural background are shaping their views.

- Who are their influencer to make decision.

- How much their average income

- What are their interest

- Which communities do they join and get involve

And many examples of information which you should consider to gain costumer insight.

Why costumer insight is important for business?

Company which do not try to get a customer data and perform research to get consumer insights, and company that fail to perform research so they can not attain customer insights, will not able to engage with prospect and current customer.

If you fail to connect with prospect, you will not be able to motivate the prospect to buy your product or service. In addition, if you fail on this stage, you can not produce an outstanding product  based on your customer need. The customer or prospect prefer to buy a product from your competitor because your competitor’s product is suitable for the prospect’s need.

The essence of this step is, by performing customer insight, your product will be more desirable.

The second reason is, by performing consumer insight, you can build your brand based on establishing emotional relationship with consumer. Additionally, emotional relationship is built by providing a proper solution or a suitable product for your customer. In other word, the customer need something, you provide them a proper solution. And if you need feedback for improvement, the customer give a feedback to you. It is called win-win solution.

The third one is, the customer’s need trend today may not work in the near future. So, you have to perform consumer insight research in continual basis.

How to get consumer insight?

You have ever heard some of terms like these: customer service questionnaire, customer satisfaction survey, client satisfaction survey, customer experience, strategy, etc.

Those term are one of many methods to get consumer insights. Now, I will share you some basic information regarding the ways to get costumer insights.

The simple ways to comprehend consumer insights are:

- Start thinking like your consumer

- Always be curious about your customer about all the things related to your product.

- Customers may buy your product for the first time, the question is will they buy it all of the time? Therefore, try to get their feedback whether they satisfy or not.

- Work with data, and analyze the data.

It is easier for you to utilize the current CRM and integrate it with one system which Is called consumer insight information system. These subjects need special article to explain, so I will explain you later.