How does Consumer Insights help in creating a Marketing Strategy?


When it comes to digital marketing, the term “customer insights” is frequently used. But what exactly are consumer insights and how do they aid in the creation of a digital marketing strategy? Let’s go over customer insights in depth.

To reach their target demographic, brands employ a variety of marketing strategies. While some firms strive to attract a certain target group, others provide products for everyone. So the topic of how to reach the precise target demographic is a huge one.

This is where consumer insights come in handy. Let’s learn more about customer insights and how they can be used to improve marketing strategy.

What is Consumer Insight?

Customer insights are trends in consumer behaviour that can be investigated using consumer data, such as demands and frustrations, and can be utilized to improve the effectiveness of a product or service.


In a nutshell, consumer insight is an in-depth understanding of your customers based on their interactions with your business. Data like as browsing history, campaign response patterns, demographics, and so on are examples of consumer behaviour.

Brands must conduct extensive research on their consumer insights in order to understand their behaviours, needs, and purchasing patterns. This enables firms to invest in a highly tailored marketing plan that can improve consumer experience while also assisting the brand in building loyalty and relationships.

Furthermore, analysing consumer behaviour can assist a brand in optimizing the customer experience and making targeted marketing decisions that boost revenue.

How to get consumer insights for your brand?


1. Through Surveys

The primary way for gathering consumer insights is to conduct surveys and collect customer data. You can invite your clients to submit surveys based on their purchasing journey, including different stages.

For example, if your customers subscribe to your emails, they may receive a survey on their shopping experience. Similarly, if customers unsubscribe from your newsletters, they may be questioned why they did so.

Small surveys like these might assist your brand in gathering direct information about your clients with minimal effort.

2. Through Focus groups

Focus groups can be used to elicit detailed answers on your product or service. A focus group is a small group of consumers chosen from a pool who can provide extensive feedback about their purchase decisions and why they like your brand, including their customer journey.

Your brand representative can also assist in gathering consumer insights by engaging in an in-depth dialogue with the consumer group that can yield additional information. A focus group, on the other hand, is essential for a brand representative to have a conversation with consumers, including both new and loyal customers.

3. Through Consumer Behaviour Data

Consumer behaviour data is information derived from how customers interact with the product and how they interact with your brand. This information can contain metrics like page visits, downloads, email sign-ups, and other critical user actions.

These customer data can be gathered and tracked by evaluating the brand’s website or through social media monitoring tools. Once you’ve gathered this information, you can use it to get consumer insights and develop stronger marketing strategies.

How do consumer insights help to develop a marketing strategy?


1. Communication with your target audience is more efficient

Customers today consume a variety of material since digital marketing is always evolving. As a result, it is critical to give your customers with relevant information that is related to your products and services and draws them to your brand.

When you understand your consumer insights, you will know who your customers are and what kind of products they want.

Based on this information, you will be able to engage customers with the appropriate marketing tactics and personalised communication with the appropriate messages in each customer engagement.

2. Improve your customer experience

Consumer insights will teach you about your customers’ motivations and intentions at each touch point, as well as what they think of your brand. These factors can be leveraged to improve their experience with your brand from start to finish.

For example, if you see that your consumers are abandoning the payments page, this indicates that your content is adequate but the checkout page is inadequate. As a result, using consumer data, you can improve your checkout page for a faultless experience.

3. Boost brand awareness

To be successful in this digital age, you must stand out from the throng. As a result, it is critical to raise brand awareness among your target demographic. And, in order to effectively raise brand recognition, it is critical to understand what your customers are looking for and what type of material is required to entice them to engage with your business.

Examining consumer insights allows you to learn about your customers’ behavior data, which can be used to derive information about your target audience, such as what type of material they interact with the most and which type of content they turn to. All of these insights can help your brand create relevant and compelling content for your target audience.

4. Enhance your customer persona

Consumer insights aid in the identification and development of a thorough ideal buyer persona, which boosts your brand’s, services, and product’s digital marketing approach. It aids in gaining an understanding of client trends and patterns that change over time.

You can learn about how these factors are changing by learning relevant customer insight through methods such as examining buying behaviours, sentiment analysis, and behavioural patterns. You can produce fresh information and material based on the adjustments to improve your brand’s consumer persona.


The information provided above aids in understanding your consumer and how they contribute to the area occupied by your business. Based on these, you may develop an effective digital marketing strategy to help your brand grow.

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A British National currently based in Dubai & London, Amit brings on board over 15 years of international experience in business development, marketing, E-commerce, and strategy.