New technologies have placed customers at the center of every brand strategy. Mobile phones, social networks, big data, the Internet of Things… They all play in two directions. On the one hand, empowering customers, on the other, as an excellent opportunity for companies to get to know them better.

The challenge, of course, is to decipher what can be done with all the information obtained. Research departments tend to focus on numbers, marketing wants to understand how to reach new consumers, the sales department chases new leads. The most complex thing is to coordinate each of these interests. Today, research sees the need to offer real and useful information capable of being used and activated by all those responsible for getting prospects and customers.

Data should be the source on which strategic decisions are structured in the form of insights. To do this, it is important to understand what you want to achieve and what is the value of the information obtained.

Customer insights represent the truth about the customer based on their behavior, experiences, beliefs, needs, or wants. A relevant reality to be used for a specific target. An authentic interpretation of what arouses their emotions and evokes positive or negative connotations regarding a brand or product.

Given that, as we have seen, data is only valuable if it helps the Organization make better decisions, here are 5 tips to turn data into insights.

4 Tips for Transforming Data into Insights:

Define the objectives to identify the nature of the data to be collected. By identifying what you want to achieve, it will be easier to plan what data needs to be analyzed.

1. Identify the customer journey to capture every touchpoint. The complexity of today’s multichannel system sometimes makes accuracy difficult.

2. Bring together the different information collected in a single platform that allows a global vision available to all those best prepared to act on the results achieved.

3. Achieve internal alignment between all departments involved. Train the team to ask the best questions that will lead to the best answers.

4. Quantify the results obtained. Is the number of customers growing? Does it increase the loyalty of those earned? Are the channels of dialogue improving?

For this reason, its analysis is not something that arises quickly, but requires time and effort to analyze its different motivations, actions, symbols and values through qualitative and quantitative research techniques. And in any case, they must always meet the following 3 properties.

The 3 R’s of a good Insight:

– It must be reasoned in order to lead to a better understanding of the customer based on one or more clues.

– It has to be real, articulated as the answer to an unmet need.

– It must be relevant to a specific target. It is vital to focus on a shared interest of a segment of the population.

Customer Insights are a great way to increase brand trust. Let’s think that organizations that know their customers have a greater capacity to satisfy their needs and this leads to greater loyalty and trust towards the brand.

Nowadays, brands must be very close to the customer if they want to last over time. Companies that know how to identify why customers act and feel a certain way will achieve a competitive advantage that will help them build long-term relationships. Let’s not forget that we all like to be heard.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock