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By Use Case
New product development
2024 US consumer trends
2024 UK consumer trends
Zero-party data revolution (US)
Zero-party data revolution (UK)
Consumer research made simple
The data you need to inform decisions
Target the consumers that matter
Get the most from your research
Smart features, simple outcomes
Track brand health and performance
Know your consumers
Test creative and track effectiveness
Analyse competitors and new markets
Scoping and new product development
Simple, accurate research for ambitious marketers
Quick, reliable data for fast-moving insights teams
Learn from Attest’s experts in the Consumer Research Academy.
Get a head start with survey templates written by our research experts.
Need help with the Attest platform? Get answers and chat with the team.
How up to speed are you with what’s going on inside your customers’ heads?
Maybe it’s been a while since you checked in with them. Or you have new customers from a target audience you don’t know very well. Or perhaps you’re making some big (AKA expensive!) marketing decisions this year.
Whatever you’re working on, the time is ripe to gain insight from your target market.
The way to do that is with a consumer insights survey. It’s more than a tool to gather data and create charts that look awesome in slide decks.
In the right hands, it is a strategic tool that can unlock a more in-depth understanding of your target market. It enables informed decision-making for product development, targeted marketing, improved customer experience and overall business strategy enhancement.
You get all of that by diving into customer experiences, behaviors and expectations through things like research you can send to your consumers.
Below we’ll explain more about it, and help you get started.
Guessing games are fun at parties but not so much in the boardroom. Consumer insights surveys give clarity and direction, which is essential in every imaginable market.
These surveys serve as a direct line to your customers’ thoughts, and should definitely inform your product development, help you refine marketing strategies, and drive impactful business decisions.
Here’s why they’re so valuable.
Research and surveys reveal crucial consumer insights about how customers interact with your brand and services at every touchpoint—from consideration and online shopping to customer service and everything in between. This gives you the knowledge you need to improve what is happening at those touchpoints. You’ll learn how to smooth out any friction and improve their overall journey.
Looking for research inspiration? Look at your customer insights strategy. Zoom in on all the quirks of your target consumer. Surveys provide detailed information on customer preferences and behaviors — if you ask the right questions — and let you run more targeted advertising and effective marketing campaigns with more unique angles.
By identifying trends and patterns in customer feedback, this type of research can alert you to potential issues that may lead to customer churn, giving you time to make things better for those people and improve overall customer loyalty.
Making informed decisions about new markets or products is easier if your train of thought is backed by data from consumer insights and research. It ensures that your expansion efforts and new products align with actual customer needs and preferences.
Research isn’t just how your brand is performing in numbers, it’s about how it’s doing in everyone’s heads (and hey, sometimes even hearts).
Consumer insight research helps you gauge where your brand stands in the eyes of your customers, offering a clear perspective on your brand’s performance and areas for improvement.
Just googling occasionally to see what your competitors are up to won’t cut it anymore. You need to run research to find out what their customers think about them and how you compare. Shopper insights are super valuable for strategic planning and positioning your brand effectively in the market.
Which insights software should you choose?
Here’s our rundown of the top consumer insights software that can help you gather data that’ll elevate your projects.
Crafting the right research questions is crucial for unlocking meaningful insights from your customer and broader consumer research. These ten example questions are meant to give you a sense of what questions can help you tap into the heart of your consumers’ thoughts and preferences:
These questions should, of course, be tailored to fit your specific industry or customer base, providing valuable research insights into consumer behavior, preferences, and perceptions.
Knowing what to ask starts by knowing what you’re after. Check out our advice and consumer insight examples to guide you through it from start to finish.
You need to know what you want to achieve with your research first.
But let’s take a closer look at what it takes to create an effective customer and consumer insights survey.
Before diving into creating questions to hunt for those consumer insights, it’s essential to define what you are interested in and want to achieve with your survey—or better yet, with the results of your research.
Are you looking to gauge consumer sentiment or customer satisfaction and find specifically what to improve?
Want to understand buying behaviors and attitudes to perhaps invest in new sales channels? Or even assess brand perception so you can get a direction for your next big campaign?
Your objectives will guide every aspect of the survey, from writing questions to analyzing your data. Start by identifying the specific aspects of consumer behavior or sentiment that will be valuable to you and your team, and make sure these align with your broader company goals.
This will bring focus to your questions, what participants to reach and what channels to use for your research.
The questions you ask are the heart of your survey. To craft questions that provide valuable insights follow these research best practices.
Questions should be straightforward and easy to understand. Avoid technical jargon or ambiguous language that might confuse survey respondents. If you need to use complicated words, make sure you offer an explanation. You want to avoid people filling in an answer to a question they don’t really understand.
Ensure your questions are neutral and don’t lead respondents toward a particular answer. Leading questions can skew your data and undermine the survey’s validity.
Mix things up with a variety of question types, such as multiple choice, rating scales, and open-ended questions, to gather a range of data. This also helps keep customers engaged. Walk through the survey yourself (and share it with your team) to get a sense of whether people will get bored or tired of answering the same types of questions over and over.
The order of questions can influence how respondents answer. Start with general questions and gradually move to more specific ones. It can be helpful to group questions about related topics together.
Before launching it to a broader audience, test your survey on a small group—and not just people who worked on the survey. This can help identify any confusing questions or technical issues. Aim for a test group that is an accurate representation of your intended audience.
Deciding how to distribute your survey is as crucial as the questions you ask. Just because something is convenient for you to distribute and analyze, doesn’t mean it’ll get you the quantity and quality of responses you’re looking for.
Each method has its strengths and limitations, let’s look at some:
Now, those are some choices, but how do you actually pick the perfect one?
Start by looking at the consumers you’re trying to target and investigate where you’ll be most likely to reach them with your research.
Add to that your other research needs and budget, and you can quickly narrow it down.
It’s time to get the word out there and deliver your survey to your respondents. Here’s how to ensure your survey finds its audience:
Next up: transform your data into actionable insights and steps to take. Here’s how to make the most of the data you’ve gathered:
For real-world examples of how businesses have successfully analyzed and applied consumer insights, check out Attest’s customer stories.
Turning survey findings into informed business strategies is the ultimate goal. Step zero would be to get the entire company and all relevant stakeholders on board with the idea that the outcome of your survey will affect your output (we love this example of Clim8 who changed their marketing).
More on that in a bit. First, let’s look at how to effectively action your consumer insights, step by step:
Your consumer insights team loves it, we love it — but how do you get the other stakeholders (like Finance or the C-suite etcetera) on board? This is one of the biggest roadblocks in most companies.
Here’s how to make sure you get the internal buy-in to make a difference with your research.
Are you eager to spring into action and make some impactful decisions for your brand, drive more sales, and create more imaginative campaigns?
Your first survey could launch a lot sooner than you think, thanks to Attest. We help you talk to your target market in an effective way. And you’ll get a dedicated research expert at your disposal who will help you make the most out of your data. Create a consumer insights survey with our consumer insight software today.
Which consumer insights platform is right for you?
Here’s our rundown of the top consumer insights platforms that can help you gather data that’ll elevate your projects.
Customer Research Manager
Nikos joined Attest in 2019, with a strong background in psychology and market research. As part of Customer Research Team, Nikos focuses on helping brands uncover insights to achieve their objectives and open new opportunities for growth.
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