Consumer Insight
Who would use this service?
- Customer Insight Teams
- Brand and Category Managers
- Market Research Agencies
- Advertising Agencies
- Retail and Manufacturer Insight Teams
- NPD - Research
What is Consumer Insight?
Consumer insight is an essential process in the developing and launching of a product. Consumer insights provide a conversation in which a brand learns about a customer and in turn addresses the needs, achieving a result that is mutually beneficial for both the brand and customer.
Why should Consumer Insight be gained?
Fundamentally, understanding the thoughts and behaviours of target customers means that a product can be developed to encompass these desired values and the product can be launched successfully.
However, consumer insight goes above and beyond a successful launch and market positioning and can also achieve the following:
-
Identifying the needs and expectations of customers in terms of the level of service provided by a company, not just the products.
-
Exploring whether processes in place are customer focused throughout.
-
Examining and defining whether employees are customer focused too, and if not, the steps to do so.
How is Consumer Insight achieved?
There are various methodologies for gaining consumer insight and these include combining individual data collection, alongside the analysis of performance data already available ( e.g. complaints and enquiries).
Face-to-Face Data Collection
Our face to face data collection is something we do particularly well and whether you need an 'expert' panel or feedback from 'regular' consumers, Assosia's global panel can assist.
Our clients state that sometimes an expert panel doesn’t give them the results they need and they require a real 'live' or 'blind' test. Feedback is given on how a normal consumers palate reacts to certain flavour and taste changes, versus those consumers who are trained to taste the most subtle of variations.
With over 5,000 individual UK associates alone, you can also select the exact panel members to be sent products directly to their homes to store, cook, test and taste products in their usual environment, whilst recording their full experience of how each product performed in a live situation. Alternatively we can ask individual associates to purchase products directly from key retailers and start the process from there. These steps guarantee that with Assosia you will receive consumer insights that are both authentic, and a true reflection of your panel.
A/B Testing
Additionally Assosia can offer product testing which can be kept anonymous and reported back as Brand A and Brand B results - where even our head office do not know the brands used.
This is a great way to gain consumer insights into how your products faired against your competitor, or even your own updated recipe without the end user knowing either the manufacturer or brands they are trialling.
If you would like to discuss the possibilities this method of gathering consumer insight could open up for your R&D and NPD teams, please contact services@assosia.com and one of our services managers will contact you back.