From launching new products to building out marketing campaigns, savvy businesses build plans around concrete customer insights.

At their core, customer insights meld market research with shopper behavior and customer sentiment around your brand, offering a lens into what makes the buyer react a certain way, what motivates them, and what aspects of your brand or products are resonating in the market.

In the following pages, you’ll find strategies on how to:

• Forge direct relationships with your customers to learn what they care about
• Leverage reviews and other online content to mine customer sentiment about your brand and products
• Identify new business opportunities, change perceptions, and foster brand advocacy