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Numbers can tell us a lot, especially when it comes to sell-through, either it sold or it didn’t right? Well not exactly. While that statement ‘either a product sold or didn’t sell’ is very true, it’s not the whole truth.
Consumer Insight according to searchcustomerexperience.com (Links to an external site.)is the understanding and interpretation of customer data, behaviors and feedback into conclusions that can be used to improve product development and customer support.
When you’re in an office it’s easy to look at sell-through numbers and say well we won’t release that product again. Instead of just dismissing the product, find out why straight from the source. Consumers have the best insight because they are the people purchasing your product.
I’ve found the best way to gather consumer insight is being in the moment with a consumer and sparking conversation. This would technically be viewed as an interview but I prefer to keep things light and casual in a retail setting. When the product is in front of them and they’ve organically shied away or gravitated towards the product is a great time to gather their feedback and interest. Many companies have field representatives or third-party partners who gather this information and deliver it in real-time. What is your favorite way to gather consumer insight?