How to Choose the Right Brand Insights Platform
Savannah Trotter • 13 Jun 2024
Brand insights platforms give you the opportunity to improve your brand strategy with data from your target market. But choosing the right tool is key.
Today, we'll explore brand insights, steps for collecting them, and how to choose the right brand insights platform for your needs.
What are Brand Insights?
Brand insights are actionable learnings derived from data that reveal how consumers perceive your brand. These insights go beyond surface-level information; instead, they give a deeper understanding of your brand's identity in the market, how consumers perceive your brand, and your strengths and weaknesses compared to competitors.
Brand insights generally focus on areas like brand perception, awareness, sentiments, loyalty, preference, or usage.
How Can Insights Help Your Brand?
Some of the most popular ways you can benefit from gathering brand insights include:
Brand Insights Will Strength Your Brand Positioning
Your brand positioning is the unique value that your brand can bring consumers. Good brand positioning can differentiate you from the competitors in your market, giving you a specific place in people's minds.
Learning how people perceive your brand, how they perceive your competitors, and what they want will allow you to adjust and refine your positioning.
Brand Insights Will Improve Your Brand Experience
Brand experience refers to the perception that people have when they interact with your brand. It encompasses every touchpoint along your customer journey, from acquisition through post-sale service and support.
How your brand makes people feel is important and greatly impacts how likely someone would be to try (and return to) your brand.
By understanding the impressions, opinions, and sentiments surrounding your brand, you can systematically improve all of your brand experience touchpoints.
Brand Insights Allow You to Evolve with Your Market
Market conditions and audience preferences are constantly evolving. If you don't want to be left behind, your brand will need to do more than keep up.
Gathering brand insights over an extended period (for example, through brand trackers) allows you to evaluate how your market is evolving so that you can take proactive steps to change with it. This approach ensures your brand remains relevant and competitive.
Brand Insights Give You Competitive Intel
Understanding how consumers perceive your competitors, where they have the upper hand, and where they fall short can open a new world of possibilities for your brand.
How Can You Gather Brand Insights?
1. Web Analytics Tools
Web analytics tools (like Google Analytics) will provide some data on how visitors interact with your website and individual pages. By analyzing metrics like page views, bounce rates, and conversion rates, you can understand which copy and creative combinations drive engagement with your target audience.
2. Social Media Data
Social media platforms can be a rich sources of brand insights. Social listening tools will help you track engagement metrics, monitor brand mentions, and analyze sentiments. This data can reveal how your brand is perceived online and identify trends before they manifest in your market.
3. Market Research and Brand Insights Platforms
Specialized market research platforms, like SightX, offer comprehensive solutions for gathering and analyzing brand insights. These platforms use advanced analytics and AI to provide deeper, more accurate insights into consumer behavior and market trends. They offer features such as survey creation, data collection, and automated analysis, making it easier to derive actionable insights.
A Checklist for Choosing the Right Brand Insights Platform
Audience Targeting Functionalities for Relevant Insights
To get the most relevant insights, you need to collect feedback from the right audience(s). While some platforms offer survey tools and research methodologies, they often lack an online panel integration, which makes fielding your surveys and studies much more difficult.
When vetting platforms, look for one that allows you to target, segment, and set quotas for specific audience groups right in the platform. Not only does this make your life easier, but it also ensures you have total control over the audience you target.
Robust Question & Experiment Options to Uncover Compelling Insights
Even if you are only beginning your brand insights journey, you'll want to choose a platform that offers a wide range of question types and experiment designs.
While surveys can be a great tool for gathering brand insights, there are many methodologies you can use to take your knowledge to the next level. For example:
You can uncover the key drivers of brand loyalty using a Key Driver Analysis study. You can test different brand messaging, colors, and creative themes with concept testing. Or, you can learn which of your brand's attributes matter most to consumers with a MaxDiff analysis.
Templates & AI Project Building Tools to Fast Track Studies
While building surveys and experiments from scratch is always an option, it can be time-consuming.
Seek our platforms that offer various templates and AI project creation tools. These will allow you to build solid studies based on reliable methodologies without the time suck generally associated with doing so.
Automated Analysis Capabilities to Discover Insights Faster
Once you've gathered solid data from your target audience, you'll need to analyze, synthesize, and summarize your findings. This is where AI can come in very handy!
Generative AI tools help you dig deeper into your data without getting lost in the details. AI consultants(like our very own Ada) can inspect your data in seconds, giving you quick answers to questions like:
"Which branding concept did people prefer?" "What were the most common sentiments in my open-ended questions?" "Which demographic reported the highest amount of brand loyalty?"
When it comes to summarizing and reporting, Generative AI is excellent at condensing large data sets into digestible information. This means you can uncover the key insights in your study with just a simple prompt.
All this to say, make sure the platform you choose has robust AI capabilities if you want to save time on your studies.
Support and Services for a DIT (Do It Together) Approach
And, of course, no matter what platform you choose, make sure they offer comprehensive support and collaborative services to ensure you get the insights you need when you need them.
Getting Branding Insights with SightX
If you're ready to start collecting your own brand insights, we've got you covered! With SightX's GPT powered tools, brand research has never been easier, faster, or more accurate.
Let our Generative AI consultant, Ada, build you a custom brand survey in seconds. Set audience targeting criteria to ensure your data comes from your target audience. And once the results are in, Ada will analyze, summarize and report on your findings, picking out key insights in seconds and making recommendations on ways to apply them.
