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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

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...
Steering helm at the center of a ship, with view out the windows.

The Human Element: Navigating the AI Revolution

As we continue our series on human insights, it has become clearer in the market research community that the integration of human-centricity to the wo...
Older woman baking an apple pie in the oven in the kitchen.

Beyond Algorithms: Reclaiming Human-Centricity

With the rise of artificial intelligence, much has been made of this new era of insights, with a growing emphasis on collective intelligence. The cons...
A close up of the eyes and face of a woman.

Human Insights: Understanding People to Drive Impact

In today's data-rich world, the ability to understand the "why" behind human behavior is more critical than ever. While quantitative data tells us wha...
Young girl enjoying and watching a tablet device.

Winning Over Generation Alpha

When it comes to marketing and branding initiatives, to win over Generation Alpha we first need to recognize that they are developing into a savvy, cr...
Younger girl shopping through racks of vintage clothes, thrifting.

How An Embrace of Thrifting Provides Gen Z Insights

In this spotlight on Generation Z, we look at how this influential consumer group is driving a significant surge in thrifting and secondhand shopping,...
A color picker fanning out showing a wide variety of colors.

Decoding Consumer Motives: The Power of Psychographic Segmentation

As learning about your target consumer becomes ever more precise and discerning, psychographic segmentation becomes a crucial key to unlock consumer m...
Retail merchandising aisle showing a wide range of beverages.

Transforming Data into Decisions: The Human-AI Partnership

Artificial intelligence is significantly transforming market research by automating tasks, analyzing vast datasets, and providing new methods for unde...
Human fighter pilot in the cockpit of a fighter jet.

AI, Insight, and the Human Factor: A New Blueprint for Market Research 

Day three of TMRE @ Home 2025 showed that the future of research isn't man versus machine — it's man with machine. From synthetic data to AI agents...