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Consumer Insight Driving Strategy

  • Claiming to know your customers isn't always knowing your customers

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  • Invest in time - what do the learnings really mean for your business?

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  • Be effective in your investment to drive real change in consumer learning

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  • Don't spend too much on consumer understanding (or do nothing with it)​​

 

Real consumer insight is at its best when it can be applied to the strategic direction of a business.

 

It can unlock hypotheses and thinking that wasn’t previously possible. It can stimulate debate that invigorates a business and takes it forward.

 

But to do this takes more than just money or people. It requires an inquisitive mind, a desire to learn and the ability to understand and collaborate with the wider business.

 

So the reality is, you don’t have to spend millions of pounds on consumer insight. Many businesses fall into the trap of doing more – more data, more programmes, more analysis, more people.
 

One of the biggest opportunities though is to do less! Focus on what you have, join up your thinking, and combine different data assets and outputs to create a compelling yet simple story.

 

You might be amazed at what you already know. The most important part is to think hard about what you are already doing and why? How are you using the outcomes of existing work or future work you want to implement? Does the business have the desire to change and act upon the new information it will have?

 

Sometimes this first step is the hardest and often where we bring clarity and independent thinking.


The strategic application of consumer understanding is really about what you do, how you do it and the decisions you make. 

 

  • Will it help you target new markets, refocus your product offer or your communication?

  • Will it enhance your customer experience?

  • Can this deep insight be used in discussions with commercial partners and investors? 

  • Will you be better informed than the competition enabling you to develop quicker, better and more effectively?

 

It should help your business prioritise and make more focused decisions.


If it’s done correctly, leaders across the business should understand, use and champion the impact consumer insight has on their business and the success it achieves.

 

So configure, learn and apply consumer understanding for strategic benefit. That's BrightDirection.

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