Business insights are valuable and can be extremely helpful when it comes to driving better performance. However, there are a few things you need to keep in mind in order to get the most out of your business insights. First and foremost, you need to make sure that your insights are relevant to your business. Secondly, you must use your insights effectively in order to achieve desired results. Lastly, you should maintain good communication with your team in order to ensure that everyone is on the same page when it comes to using business insight.

What Does Business Insights Mean?

A business insight combines data and analysis to make sense of and deepen understanding of a situation, giving your company a competitive edge. This gives you a deeper understanding of the key mechanisms relating to your specific business and goes beyond a basic understanding of a problem. Setting the scene for the situation and clearly stating the conundrum to all participants in the discussion are two steps in the process of developing business insights. Then, you ought to be able to explain why something actually happens in reality and perhaps identify some of the factors that influence consumer behavior in relation to the insight. When you do this, the final step of defining the ideal experience from the perspective of the customer is frequently easy to complete.

Analyzing these steps doesn’t ensure that you will be able to generate a business insight. There is no foolproof method for making these helpers, and you and your team frequently need to think critically about them. Thanks to the enormous growth that business insights have the potential to unlock, this effort precisely demonstrates their value to the companies that discover them. You can find a revolutionary product in any industry, and behind each revolutionary product, you usually find one or more insights into the psychology of consumers or the workings of the company that uses it. Businesses that offer the most insights are more likely to succeed.

Types of Business Insights

What Does Business Insights Mean

In order to provide you with the material for excellent ideas that hit their mark, you’ll want to cover the following three general insight categories:

  1. Audience Insights
  2. Competitive Insights
  3. Cultural Insights

Audience Insights

When conducting research for this section, you should consider your audience’s needs, interests, and desires, as well as their level of comprehension and the steps involved in the purchasing process.

You’ll be curious to learn WHY they do what they do, in addition to WHAT they do.

But don’t mention any demographic data here. Today, demographics are becoming less and less important. You should gather the following psychographic data:

  • Attitudes and behaviors
  • goals, needs, and desires
  • level of comprehension – other companies they support – interests – reasons

Among the online resources we employ to gather this data are:

Interests, brands they follow, and more – StatSocial
Interest data and motivations: Klear

  • Level of understanding – Nexalogy
    Behaviors and attitudes – Experian
  • Consumer behavioral data from Environics

However, you should also conduct some observational research. You should spend some time with things like comments and online conversations if your research is restricted to a desk environment.

Competitive Insights

When defining the competition in this section, you need to cast a wider net. Depending on what you want to achieve, there will be much more competition for your audience’s attention than just your category rivals. For instance, you should include the publications they are reading in your content strategy.

You observe what your competitors are doing, both right and wrong, when it comes to them. What the public is reacting to and what the public is not. You don’t want to be a carbon copy, though. Although you should study your rivals, you should also use this research to identify your distinctive angle. What is lacking in the competition? Bring the data together and perform a SWOT analysis (strengths, weaknesses, opportunities, and threats) to get a clear picture of where you should play.

Among the online resources we employ to gather this data are:

  • BrandWatch – SimplyMeasured – Meltwater

Cultural Insights

The culture of your target audience and rivals can also be very instructive. Your audience insights will give you leads into the culture, but the most important things to look for here are: who are the ‘celebrities’ or influencers in this culture, what language is used (insider, slang, etc.), what is the history, and what are the current trends and behaviors?

You’ll gain deeper insights that genuinely seem to speak to the audience as a result of understanding the culture. For instance, GE collaborates with some of the most well-known scientists online, including Neil DeGrasse Tyson, ASAP Science, and Bill Nye. They are aware that in order to appear credible to their audience, they must speak through these personas.

Some of the online resources we employ to identify cultural influencers include:

  • Buzzsumo – StatSocial – Klear – GroupHigh – Traackr –

But once more, in order to truly understand the culture, you should conduct some observational research.

How to Demonstrate Business Insight

What Does Business Insights Mean
  1. Review Category Results

To fully comprehend your category results when conducting an analysis on category growth, you should consider a variety of measures (such as dollars, units, equivalized volume or tonnage, profit, etc.). The graph that follows illustrates several potential outcomes for your data as well as the interpretation of the various growth measure combinations

Retailers should examine their business across the most crucial subcategories based on the Shopper decision tree since this is only a brand view. The following items should also be included in the category assessment:

  • Results that have been trended over various time frames (to reveal both short- and long-term trends); seasonality analysis; and market share development and trends (click here to learn how to make a great quadrant analysis / bubble chart).

Once more, these analytics ought to offer various subcategory views based on the factors that the Shopper values most.

  1. Recognize key business drivers

I’m referring to the strategies, such as product assortment, shelving, pricing, and promotion, when I say “core business drivers.” These strategies offer strategic information, which prompts subsequent action in the category. The best set of metrics to identify which business strategies are generating your results are baseline and incremental sales. Understanding baseline sales vs. incremental sales is crucial for anyone who is in charge of making decisions or suggestions about the tactics (click here to learn more about these two important measures).

The second choice is promoted vs. non-promoted sales if you don’t have access to baseline and incremental sales (which is a much more limiting way to analyze tactical results). This is so that weekly total volume is either all promoted sales or all non-promoted sales, where weekly total volume is either weekly baseline sales plus weekly incremental sales (dependent on whether there was a promotion that week). A helpful diagram to illustrate the distinction is provided below:

You can gain a much better understanding of what’s causing your results by including baseline and incremental sales results, along with percentage growth and percentage sold on each. The category as a whole saw a 4% increase in dollar sales, as shown in the following graph, with the exception of manufacturers #4 and #6. The baseline sales are down 1% while incremental sales are up 33% when the results are broken down into Baseline/Incr. The manufacturers who contributed to these results can then be seen by scrolling down the table. Additionally, you can determine which manufacturers depend most on baseline and incremental sales (in this example, Manufacturers 1, 2 & 3 are most reliant on incremental sales).

The following step would be to delve more deeply into each of the category and subcategory baseline sales and incremental sales results, using the following examples:


  • Regular/Base Price; Shelving (share of shelf); New Product Launches (innovation share growth); Product Distribution (number of items, total distribution points);
  • Direct mail and marketing campaigns (penetration, avg household expenditures; share of requirements)


  • Advertisements, circulars, flyers, promotions (% of sales resulting from a promotion; number of flyers); temporary price reductions (TPR) / promoted prices (avg. TPR price; avg. promo price; % of sales resulting from an advertisement vs. TPR)

This final step is really where it all comes together; you might learn some unexpected things about your company here. Net, baseline, and incremental sales are incredibly effective indicators of which strategies are influencing your company’s overall performance.

  1. Examine other elements

It is crucial to take into account the Consumer and their purchasing habits. It is challenging to link consumer purchase behavior to either baseline or incremental sales because pre-shopping decisions and decisions made in-store can both influence consumer purchasing behavior. Both panel data and transactional and loyalty data can be used to analyze consumer purchasing patterns. Here is an illustration of panel data demonstrating consumer trends for a particular category:

If this retailer wants to boost sales in a particular category, they must either attract more Customers to the store to make purchases from that category or persuade existing Customers to spend more money in that category. Through consumer panel data, it is possible to assess two consumer metrics that influence volume: penetration and average household spending.

A category’s health can also be significantly influenced by political, environmental, and economic trends, all of which should be monitored on a regular basis. To improve this area of understanding, every resource that is available should be used, including government statistics, news organizations, polling and research firms, and media outlets. The Internet is a fantastic resource for knowledge.

  1. SWOT evaluation

SWOT analysis is a popular planning technique. It is beneficial to assess a business’s strengths, weaknesses, opportunities, and threats. When analyzing category health, this analysis is very powerful.

Key findings from your health assessment should be recorded in a SWOT analysis based on whether or not they will help you achieve your goals and whether they are internal or externally motivated. This enables you to create the bigger-picture opportunities and priorities for each of your health assessment’s dimensions.

Now that you know the process for finishing a health assessment, you should be able to use it to finish assessments from a variety of angles. You can find some interesting facts about your company that you hadn’t thought of by focusing on various dimensions.

Never rely on a single data source, and avoid obsessing over the details of your data analysis. You can reach a new level of understanding and generate action for your business by “looking higher and broader.”

How to Use Business Insights to Drive Better Performance.

What Does Business Insights Mean

Business insights can play a valuable role in improving overall performance. By using business insights to understand your customers and stakeholders, you can identify areas where you need to improve service or improve efficiency. Additionally, by understanding how your business works internally and externally, you can better understand how to drive sustainable business performance.

To use business insights effectively, however, it’s important to have a clear understanding of what you’re trying to achieve. If you don’t know what your goals are, it will be difficult to develop action plans and track progress.

How to Use Business Insights to Enhance Your Bottom Line

When using business insights for enhancement purposes, it is important to consider the following:

1) What does this information help me do?

2) How will this information help me achieve my desired outcome?

3) What are the costs associated with this information?

4) What benefits could I receive from incorporating this information into my business?

5) Is there someone else who could benefit from this information?

How to Use Business Insights to Drive Sustainable Business Performance

This section discusses how businesses can use their data in order to drive sustainable financial performance. The three main ways that businesses can use data for sustainable financial planning include:

1) Understanding customer needs and behaviors so that we can personalize offers and content;

2) Analyzing pricing methods and trends so that we can optimize costs; and

3) Identifying environmental impact factors so that we can make informed decisions about production processes or marketing strategies.

How to Use Business Insights to Improve Customer Engagement.

What Does Business Insights Mean

This section looks at how to use business insights to improve customer engagement. One way to do this is by understanding what makes customers happy and using that information to drive better results for your business. Additionally, you can use insights to create more engaged customers who are more likely to recommend your products or services to others.

How to Use Business Insights to Drive Happiness

One way to achieve happiness for your employees is by understanding their motivation behind why they work for your company. By doing this, you can develop strategies that help employee engagement be high and provide them with a positive environment in which they feel appreciated. Additionally, you can use insights from customer surveys or other data sets to understand what makes customers happy and make changes accordingly.

How to Use Business Insights to Create More Engaged Customers

In order for your customers to be truly engaged with your product or service, you need to start by understanding what makes them happy and using that information in order to create a product or service that meets their needs as well as theirs. This might involve creating a gamut of experiences (e.g., digital/web services, physical products/services) that allow people the opportunity engage with them on their own terms while also providing value they appreciate.

How to Use Business Insights to Improve Your Bottom Line.

Business insights can help you improve your bottom line by understanding how your customers interact with your product or service. By using this information, you can create more efficient and effective products and services, as well as better understand customer needs and desires.

To use business insights to drive better results, you’ll need to be able to identify the receptors that your customers are turning to for assistance. You can also use insights to improve sales processes, measure customer satisfaction, and track customer trends.

In addition, businesses should make sure that they are incorporating data analytics into their operations in order to understand the most important factors driving performance. This way, you can customize your marketing and advertising campaigns in order to reach the most effectively marketable individuals or groups of people.

3 ways to use business insights for better performance:

1) Use insights to develop personalized products or services that appeal to specific customers.

2) Improve sales processes by identifying which channels are working best for your target market

3) Use data analytics in order to understand what factors are driving performance and optimize marketing strategies.


By using business insights to improve customer engagement and bottom line performance, you can create a sustainable business. By using business insights to drive happiness, create more engaged customers, and improve your bottom line, you can achieve long-term success.

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