Have you ever found yourself faced with a considerable amount of information (study results, press articles, social media monitoring, etc.), without knowing where to start to extract clear and actionable consumer insights?
A complex situation, which calls for a certain level of method in the articulation of consumer insights.
With regard to consumer insights, a Consumer Insight Manager may find himself faced with two situations:
Having structured your studies in advance(qualitative or quantitative) to ensure an output in the form of insight,
Having to deduce a posteriori and from different sources(studies, distribution network feedback, social media monitoring, ethnographic observations, etc.) key elements that can lead to highlighting consumer truths articulated in the form of insights (see our SMT method, for complete and precise insights).
This second option is undoubtedly the most complex because it requires articulating these consumer truths a posteriori. That is to say after the collection of information when it is no longer possible or easy to interact with consumers. Deduction work that requires a real working method.
The first step is to inventory and characterize the main signals (quantified results, key verbatims, trends, paradoxes, etc.). It is then a matter of putting them into perspective clearly and bringing out the tensions that they must illustrate. Finally, move on to an editorial phase which allows the insight to be brought to life in the form of a credible consumer statement which clearly reflects the concern highlighted by the various materials collected (studies, monitoring, etc.).
We support our clients at different levels in this process:
To structure their qualitative or quantitative study tools from the outset so that they quickly produce insights (search for insights),
To extract on demand on certain specific cases, a posteriori insights from a large corpus of consumer knowledge elements using our methodological approach. A CMI can sometimes find itself faced with a large volume of information without knowing where to start to extract insights. We then carry out this process for him (writing insights with the SMT method),
To perpetuate this approach through the acquisition of analytical reflexes in the context of certaintrainingintra-company based on tailor-made and multi-source case studies (study results, press articles, monitoring of social networks, etc.).
We carry out missions to support this transformation.