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The Top 5 Best Practices for Consumer Insights

June 2, 20232 min
Lauren Daniels photo
Lauren Daniels Tastewise
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Consumer insights play a vital role in driving business success by helping organizations understand their target audience’s preferences and behaviors. In a recent webinar featuring Katie Kaylor, a Consumer Insights expert at Mars Foods, we gained valuable knowledge on best practices for leveraging consumer data effectively.

Key takeaways:

  • Triangulate data from multiple sources for a comprehensive understanding of consumers.
  • Use effective storytelling to bridge the gap between data and action.
  • Foster a consumer-focused mindset throughout the organization.
  • Democratize data to encourage inclusive decision-making.
  • Challenge biases and rely on evidence-based insights for impactful strategies.

Below, we’ll dive into the top five takeaways from Katie’s webinar, giving you actionable insights to enhance your understanding of consumers and inform your decision-making processes.

Triangulating multiple sources for a holistic view:

To gain a comprehensive understanding of consumers, it’s crucial to gather insights from diverse sources. Katie emphasized the importance of triangulating data from surveys, social media listening, market research, and other relevant sources. By combining different perspectives, organizations can uncover concrete patterns and trends, enabling them to form a robust narrative about their target audience’s preferences and behaviors.

Crafting effective and engaging storytelling:

Consumer insights are most impactful when they are effectively communicated throughout the organization. Katie stressed the significance of storytelling in conveying insights compellingly. By weaving data-driven narratives, research teams can bring consumer insights to life, making them relatable and engaging for all stakeholders. Effective storytelling helps bridge the gap between data and action, inspiring teams to leverage insights to drive consumer-centric strategies.

Driving consumer centricity across the organization:

Consumer centricity goes beyond the purview of Consumer Insights departments. Katie highlighted the importance of embedding a consumer-focused mindset across the entire organization. By fostering a culture that prioritizes consumer needs, businesses ensure that all functions, from product development to marketing and customer experience, are aligned with consumer preferences. This holistic approach has the knock-on effect of enhancing customer satisfaction and loyalty.

Democratizing data for inclusive decision-making:

Democratizing data is key to fostering a more inclusive decision-making process. Katie emphasized the importance of making consumer insights accessible to all stakeholders within the organization. Employees across different departments are empowered to make informed decisions based on consumer preferences by providing access to data and insights. This inclusivity encourages diverse perspectives and ultimately leads to more consumer-centric strategies.

Debunking myths and embracing evidence-based insights:

It’s essential to challenge personal biases and assumptions that can hinder consumer-centric decision-making. Katie encouraged webinar participants to step out of the ‘n=1’ bubble and rely on evidence-based insights. By embracing data-driven decision-making, more accurate and impactful choices that align with consumer preferences are possible. This approach helps dispel myths and ensures strategic actions are grounded in objective evidence.

Katie Kaylor’s presentation highlighted the importance of agility and effectiveness in consumer data analysis. As the food and beverage industry strives to make data-driven decisions that resonate with consumers, partnering with Tastewise can provide valuable resources and expertise. Interested to learn more about how Tastewise can help your business? Get in touch.

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