Consumer insights are really just interpretations of trends in human behavior. Understanding consumer behavior is valuable to brands because it helps them increase the effectiveness of consumer products and marketing with the ultimate goal of increasing both sales and brand perception.
But consumer opinion is constantly changing. By the time most brands understand what consumers want, their opinions have already changed. Without an understanding of consumers, brands can’t make the right decisions about launching products, engaging a target audience, or creating marketing campaigns.
Luckily social media data offers a window into the mind of the consumer allowing brands to track consumer preferences in real-time. The very nature of social media makes it the perfect place to uncover the most current and relevant consumer insights.
Social media data has become far more abundant and accessible over the years, but sorting through the noise to uncover relevant insights can be a challenge. Social media analytics provides the best way to make sense of all of the data and uncover insights that matter to your brand.
So where should brands start when trying to uncover consumer insights with social media analytics?
1. What are consumers saying?
The best place to start when seeking to uncover consumer insights from social media data is to understand what people are saying about the conversion you are interested in. This could be the conversation around a topic as wide as “red meat consumption” or as narrow as the discussion around a particular iPhone model. Getting the big picture of what the key topics are within that conversation will help you hone in on what matters most to your business.
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2. Who’s saying it?
Understanding who’s doing the talking is equally important to what’s being said. Looking at the specific attributes of an audience discussing a particular topic or expressing a particular emotion about a brand adds important context to the content of any conversation. Segmenting the large audience into specific groups can reveal how those with different ages, locations, and interests view the topic differently.
4. How can we use the insights?
After answering the previous questions, the most important step is understanding what the insight means to your brand. How can you apply it to your strategy? Every consumer insight presents a wide variety of applications in anything from messaging to product design. The key to uncovering the most actionable insights is learning to ask the right questions and using the right tools to answer them.
To see detailed examples for each of these steps, download the free Consumer Insights Guide here: