Consumers are organizations’ greatest assets because they are the main reason why organizations exist in the first place. They allow growth and expansion in a corporate world, and provide a sense of purpose in a non-profit world, which is why they should be the main focus. The ability to understand consumers to be able to influence, persuade, and motivate them is critical.
Gathering and analyzing data needed for consumer insights are essential to any market researcher, and an important tool in planning marketing and communications strategies. There are many ways of gathering these data. With the emergence of the Internet, a lot of newer data gathering techniques are now conducted online.
Connecting with your Customers
Many organizations have created an online research community that gives consumers the opportunity to enter into decision-making processes. These also allow organizations to stay on top due to the insights these consumers have to offer through monitoring trends and purchase behavior, which they will find useful in creating concrete plans. It can be valuable to establish lasting relationships with everyday consumers who can provide this kind of thoughts or ideas.
Your Customers are Talking are you Listening?
Consumers are out on the Internet communicating with one another about brands and/or organizations. This is a chance for an organization to get involved with these conservations, otherwise, if they are not willing to listen, their competitors may be. Some organizations understand the role and concept of online consumer insight more than others. This can set you at an advantage over your competition if you effectively gather and interpret useful information about your consumers, and distribute these insights throughout your organization.
The information gathered becomes part of an organization’s collective knowledge base, and marketing/communication efforts will only be as good as the data on which it is based. Moreover, strategies will only be as effective as the insights into consumers who inform them.
If you have a need for a market research online community, or want to learn more about engaging hard-to-reach groups, contact us.