The importance of consumer insights has held steady since the dawn of advertising, but the sources and methods of uncovering these insights have changed dramatically.
The explosion of data from social media, public online sources, and the enterprise combined with advancements in artificial intelligence have given brands access the ability to answer the question “what do consumers want?” like never before.
In this guide, we’ll explore what’s driving this “golden age” of consumer insights, and how brands can tap into it. Specifically, we’ll explain:
- The three sources of modern consumer insights
- How AI and machine learning power modern consumer insights
- Five ways global brands employ modern consumer insights
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