Get to know your consumer with Social Listening

Remember when, not so long ago, the only way to find out about customers’ tastes and interests was through surveys or by asking them directly? Knowing what the perception of the products or services was in order to detect needs or opportunities for improvement was a very arduous investigation. However, thanks to technology, things have changed a lot nowadays. The tools of Social Listening or active listening have allowed us to analyze a large amount of data, thanks to consumer publications, relevant behavioral patterns can be located.

Social networks, the Internet and devices with online access have generated such a wide and constant digital flow of conversations that they make the network a very detailed reflection of social and market reality. Studies reveal that almost 90% of the population in Spain has at least one device with an Internet connection, that Spaniards spend around 6 hours a day online and that networks such as Instagram generate more than 45 thousand posts per minute.

If you combine this with the fact that human beings are social beings (whose need is focused on sharing their opinions, activities, tastes and complaints with others), at the business level we find ourselves with access to a digital world that possesses a very valuable treasure: information.

But what do we do with all this “Data”? How much of it is of real value? Obviously, it is necessary to segment it and extract the one that is of interest to us. And all this outstanding knowledge, and in real time, is extracted by applying social listening and analyzing consumer behavior.

What is consumer psychology?

The consumer psychology is the study of how people choose and use different products and services, how their needs are born at the time of purchase. Several factors come into play, among others: personal interests, behaviors, socio-cultural and emotional aspects.

All these points should be analyzed by asking the following questions:

  1. How do customers feel about different products, services and brands?
  2. Why do they decide on something among different alternatives?
  3. How do they research and make their purchases?
  4. How does your environment influence your purchasing decisions (social networks, friends’ opinions or advertising)?

By solving the above questions, a concrete profile can be created to help companies improve their sales channels or processes. Even (knowing all that) you can influence customers’ decisions.

And how does Social Listening help to understand the consumer?

Active listening is not only a technology that monitors social networks, but it is a tool that helps you understand who your audience is and how they behave. It goes much further:

  • Constantly monitor what your customers are saying. In this way, you can observe the positive or negative activity on a certain focus of interest and see how they feel, act or react, which gives you advantages when it comes to continuing or modifying the applied strategy.
  • Look beyond your business. On what other channels (other than corporate social networks) are users talking about your brand? Often it is only a small part of the information we receive in our accounts, so we need to broaden our horizons and look at other platforms.
  • It is a detailed analysis tool. You don’t need to be a data scientist to interpret the results provided by the consumer through Social Listening. The only thing you need to know is how to compile them using the right keywords. In one place you will have all the metrics based on your searches. Everything you need to know on a quantitative and qualitative level about consumer habits. Make the most of metrics and apply new strategies!

Conclusion

We cannot base our decisions on intuition. Knowledge must be gathered with methods that have the capacity to adequately handle large volumes of data. Therefore, refusing to listen to the consumer at a virtual level is not an option today, you risk being left out of the market when being able to anticipate it is the challenge.

In the end, it is the digital media that give us the opportunity to understand the interests of customers. This translates into: improving marketing and communication strategies, personalizing experiences, engaging users and, last but not least, taking the business to another level.

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