NetBaseQuid provides insights to help marketers and advertisers understand consumers’ needs, desires, motivations, and behaviours across all digital channels. NetBase is a leading provider of cloud-based analytics solutions for marketing teams, brand managers, customer service professionals, human resources departments and product development teams. Below are what companies or brands should look for in a consumer insights tool.

Use friendliness

Consumer insights tools should be consumer-friendly. This means that the consumer should be able to navigate and use the device with ease, and it should contain consumer identities – not brand names – to protect consumer privacy.

Companies should also look for a consumer insights tool containing social data from across the Internet, such as forums, blogs, and other social networks like Instagram, YouTube, Pinterest, and more. The tool you choose should help you understand topics that are trending on social media platforms as well as consumer trends by region or gender; provide consumer engagement indicators; capture consumer opinion; discover what consumers value and why they buy various brands; identify which keywords best describe your target market; pinpoint how much influence each has online (influential members carry more consumer weight), and determine consumer decision-making timelines.

Inclusion of “Real-Time” data

Consumer insights tools should provide real-time analysis of consumer social posts, giving companies a valuable glimpse into consumer attitudes, opinions and intentions in near real-time. This gives companies a competitive advantage by enabling them to respond immediately to consumer sentiments, feedback and questions on social media or elsewhere on the Internet— from blogs or product reviews — instead of being reactive.

Marketers need to have easy access to the metrics that matter most, such as exposure to various consumer segments, consumer demographics and other consumer characteristics, better understand their customers’ wants, needs and desires. The insight should include an understanding of the impact social media has had on consumer behaviour.

Relevancy

Consumer insights tools should provide consumer data that has been organized into consumer segments, such as age and gender demographics; consumer interests and preferences; brands and products consumers like or dislike; pain points experienced by consumers — they need to focus only on the necessary consumer data so companies can obtain a complete picture of consumer characteristics and behaviours. This means that all consumer profiles must be current, relevant and accurate at the time of consumer data collection. The process should also include removing old consumer identities from previous campaigns.

Customer support

A consumer insights tool should offer superior customer support, which means it always has experienced and knowledgeable staff members available to assist marketers with questions or suggestions. A company’s success depends on its ability to obtain results quickly. If a company is not happy with the product, it needs someone to make things right quickly.

Clientele compatibility

Companies need an easy-to-use solution that addresses their specific business problems to obtain meaningful consumer data that will help them improve their products, build better relationships with customers and strengthen their brand image. Make sure the tool you choose is compatible with your existing technology platform(s) as well as your organizational structure. Also, consider whether you have enough time, staffing and expertise within our organization to learn new technologies to obtain the consumer data you need.

Time-to-market

Marketers must obtain actionable results quickly, so they can take advantage of emerging opportunities or address potential risks. The tool you choose should provide marketers with access to the most current consumer demographics, interests and opinions; consumer segments that are both global and regional; as well as identifying various levels of online influence across social networks like Facebook, Twitter, YouTube, Pinterest and Instagram (and more). The tool should allow easy integration into your existing technology platform(s), which means you do not have to spend additional time learning how to use it. Your IT department will appreciate this since it saves them time when installing new software on your organization’s systems.