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Human Insights

One of the featured categories on All Things Insights is our Consumer Insights resource page which features a range of helpful information for the insights professional. This includes the science of customer behavior, consumer trends, conversion, cultural anthropology, customer research, diversity and equality initiatives, growth marketing, measurement, media, customer satisfaction, qualitative and quantitative research, user experience, loyalty, and more. This area further looks at the customer journey, consumer experience, extending the consumer relationship, collaboration around the consumer, and more.

 

Consumer insights are deep and valuable understandings of the customer’s behaviors, preferences, needs, motivations, and expectations of consumers. They are derived from the analysis of data and observations related to consumer interactions with products, services, brands, and the broader market environment. Our consumer insights resources help businesses and organizations better understand their target audiences and consumer trends, enabling them to create more relevant and effective marketing strategies, products, and services.

 

Consumer insights go beyond surface-level demographic information and delve into the psychological, emotional, and social factors that influence consumer decisions. By uncovering these underlying drivers, businesses can tailor their offerings to meet consumer desires, solve their problems, and deliver exceptional experiences. These insights are often gained through methods such as surveys, focus groups, market research, social media analysis, and data mining, among others. Ultimately, consumer insights empower businesses to connect with their customers on a deeper level and make strategic decisions that lead to customer satisfaction and brand loyalty.

Articles

A chef in the kitchen kneading a large piece of dough with flour on his hands.

Beyond the Budget: Johnsonville’s Karen Kraft on Maximizing DIY Research

What's cooking? For the market researcher, it could be a lot, as they are all too often tasked with doing more with less. This has always struck a cho...
Hands holding and sifting sand at the beach.

Taking the Pulse of Sentiment Analysis

Just how are you assessing sentiment? With the developments in AI, more market researchers are turning to open Internet sentiment analysis tools that...
Silhouette of man by a lake as it gets dark, symbolizing the consumer for next year amid uncertainty.

Navigating Uncertainty: What’s Next for Consumers in 2026

As we head into the important fourth quarter of 2025, there remain several questions about the economic environment and the current state of the consu...
A colorful variety of smiley face candies or buttons.

Connecting More Meaningfully with Your Customers

We all know someone who is deeply passionate about a brand, a hobby or interest, whether that's a sports team, comic books, gaming, sewing, fitness, o...
Rows of same-looking white eggs with one red egg standing out from the crowd.

Increasing Engagement with Conversational Surveys

Can surveys get more conversational? AI-powered market research tools are developing at a rapid pace. As part of that wave of evolution, conversationa...
Cookie cutters of gingerbread men, with dough shapes, rolling pin and flour.

Shaping Consumer Insights Through Ethnographic Research

Ethnographic research seems to be having a moment, or rather moments, in this new AI-driven market research world. After all, a counterpoint to AI is...
A range of sharp colored pencils outlining a heart shape.

Sharpening Your Empathy Skills to Deepen Customer Relationships

Deep empathy in market research involves understanding customers beyond surface-level data by deeply connecting with their emotions, motivations, and...
Smiling female shopper at home on the laptop surrounded by shopping bags.

The Future of Consumer Behavior: Trends to Watch

As we head towards the back half of 2025, several key consumer behavior trends have been shaping the marketplace. These trends can continue to help th...
Pie chart graphic with people symbolizing target buyers, one red slice stands out as a target consumer.

AI-Powered Personas: Transforming Consumer Insights

As artificial intelligence has developed, more tools are becoming available to support sophisticated and transformational persona creation. This inclu...
A happy family hugging each other in a circle outdoors, 3 kids and two adults.

Human Insights: Creating Value in an AI-Driven Business World

There will always be a need for consumer, or as some term it, human, insights. The need to discern what consumers are thinking is an intrinsic part of...