Consumer insights are the foundation of what makes businesses able to prove to their customers that what they do provides real results.
These days data is more valuable than it ever has been. By collating information, trends and patterns about your sales, customers, and products, you can relay your findings back to the consumer to help you effectively and successfully market your company.
Collating facts, figures and statistics is a crucial element to gaining the knowledge and insights you need in order to build a strong understanding of your business.
But how do you turn your data into practical and meaningful marketing collateral to achieve the desired effect?
Break it down
Like any well-constructed writing method, there is a formula to building an effective customer insight statement.
So, let’s break it down step-by-step.
Before anything, let’s identify the stat/fact or figure.
Example: 99% of customers agreed that the product “FunPlates” works.
Context
Firstly, consider your surroundings carefully.
(This doesn’t always mean in the literal sense, as like I am right now, you may be working from your home office, so I’m not asking you to pay close attention to the crumbs that may or may not be on your keyboard or that coffee cup that is absolutely overdue a rinse…)
Your “surroundings” refer to the wider context of the statistic you have to hand. Ask yourself these three questions…
- Who is my customer?
- Where is my customer?
- What problems does my customer need solving?
Example: My children have become picky eaters at home, they refuse to eat their vegetables and make mealtimes a chore.
Here, you have identified the context to the statistic you want to shout about. The customer is a parent, at home, and their problem is that their children won’t eat their vegetables which is negatively impacting their family life.
The problem
Next you should expand on the problem your customer is facing so that it can relate to as many people in your audience as possible.
Then, address the customers feelings and frustrations with their problem and try to invoke feelings of empathy, ideally in the first person. Try to get across the emotional elements of the issue to highlight the need for a solution.
Example: My children throw tantrums at the table when I try to get them to eat their vegetables. I feel like a useless parent, and I worry that their health will suffer if they don’t eat the right food. Every mealtime is a fight and it’s causing a rift between me and my children.
Resolve
Here is where you offer a solution to your customer’s problem. It’s vital to remember that the individual doesn’t necessarily care about your product, but ultimately, they want to improve their current situation.
Finally, use your stats. Once you have proven that your customers are benefitting from your product back it up with the data and knowledge you have about your product.
Example: “The daily struggle to get my children to eat healthy food at mealtimes was taking a toll on our family. ‘FunPlates’ has helped to encourage my kids to eat their vegetables and now we’re enjoying dinner as a family again.” - 99% of parents say that “FunPlates” have changed their children’s eating habits for the better.
Why does this matter?
Insight statements help your business form a connection to new and existing customers by pinpointing where their life could be improved by your product and building a foundation of trust.
Insight statements can work throughout the sales process to highlight multiple issues that your customers might face. Enhancing your statements with quantifiable statistics back up the emotional aspects and add authority to your message.
Your insight statements can also be conveyed through multiple types of media channels, whether it’s imagery, video, GIF, audio, or print, hitting your customers with same message across a variety of platforms is the best way to ensure maximum exposure of your brand.
Hopefully this has been a helpful guide to walk you through creating your own impactful and effective insight statements for your business.
Gathering insight
If you want to gain statistics, qualitative and quantitative data, and insight about your business, you should consider partnering with JudgeService. Our innovative reporting dashboard can you provide knowledge and results that you can share in your own insight statements and other marketing collateral.
Contact us today on 01423 649039 or browse our solutions to find out how we can help your business succeed!
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