Consumer insights (CI).

The term consumer insights (CI) refers to the collection, interpretation and deployment of customer (read: target) insights and, more specifically, customer needs. These customer insights form the basis of how to design a website or specific web page and how to design a customer journey. In addition, consumer insights give the company the necessary insights on how to better align the offerings with customer needs. In this way, a company is better able to recruit and retain the desired target group. Consumer insights are therefore a bridge between analyzing market surveys and shaping marketing activities. The main objective here is to understand why the target group makes specific choices. Consumer insights focuses on gaining insights regarding mindsets, moods, motivations, desires, ambitions and motives.

Various consumer insights models can be applied to obtain the necessary customer insights. These can include models such as:

- Impact assessment to relate actions from the provider to customer behavior.
- Customers as Assets to measure the long-term value of customers.
- Propensity Modeling to predict the future behavior of the target group based on past actions.
- Cross-sell Analyses to visualize which related products and services can be used to increase future cross-sell and upsell returns.
- Critical Lag to encourage customer loyalty and increase retention based on a personalized customer approach.