The Brand's Guide to Modern Consumer Insights

The explosion of data from social media, public online sources, and the enterprise combined with advancements in artificial intelligence have given brands access the ability to answer the question “what do consumers want?” like never before.

In this guide, we’ll explore what’s driving this “golden age” of consumer insights, and how brands can tap into it.

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Where do modern consumer insights come from?

  • Social media data

    Social media delivers huge volumes of unvarnished, unsolicited consumer opinions about any topic.
  • Public online data

    It’s not just about social media. Online conversations and data from reviews, forums, blogs and more can reveal more detailed insights.
  • Enterprise data

    Enterprise data connects the dots between what consumers are saying online and what your customers are actually doing.

How can brands uncover consumer insights?

  • Text analytics & Natural Language Processing

    Make sense of messy, unstructured human language in everything from social posts to reviews and call transcripts.

  • Machine learning

    Frame analysis in your terms and categorize conversations at scale. More accurately identify sentiment, emotion, and specific elements within images.

  • Image analytics

    Get the whole picture of the conversation by analyzing the content and elements contained within images.

  • Real-time alerts

    AI can notify you the moment something relevant to your brand happens in online conversation.

How can brands use consumer insights?

  • Audience Analysis

    Identify and understand the audiences, influencers, and personas that matter to your brand.

  • Brand Analysis

    Measure brand health and determine what’s driving positive and negative sentiment about your brand and products

  • Campaign Analysis

    Monitor your campaign performance to understand ROI and consumer response across channels.

Audience Analysis

Identify and understand the audiences, influencers, and personas that matter to your brand.

See our AI-Powered Consumer Insights platform in action

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