Consumer Insights Survey 2022

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* 1. What is you job title/role? (Please specify)

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* 2. Size of Company by Revenue (in US Dollars)

Up to 50M

50 to 100M

100 to 500M

500 to 1B

Over 1 B

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* 3. Industry

Agency

Banking and Finance

Consumer Products

Food and Beverage

Gaming

Healthcare and Pharmaceutical

Media and Entertainment

Retail

Technology

Transportation

Travel and Hospitality

Sports

Other (please specify)

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* 4. Which of the following consumer insights tools are you currently using:

Alpha

Brandwatch

Digimind

Medallia

NetBase Quid

Resonate

Stratifyd

Sysomos

Synthesio

Talkwalker

Other (please specify)

None of the above

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* 5. How often do you use consumer insights for campaign strategy?

Every campaign

Most campaigns

Some campaigns

Few campaigns

We don’t use it for campaigns

Comments:

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* 6. Do consumer insights make your campaigns more successful?

Yes

Don’t know

Please elaborate on your answer as to why you feel this way.

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* 7. Are you measuring the impact consumer insights have on campaigns?

Yes, all the time

Yes, most of the time

Yes, some of the time

No, we do not measure impact

Comments:

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* 8. Please rate the following channels by their importance to the success of your campaigns.

	Very important	Mostly Important	Sometimes important	Not important at all	N/A
Blogs and Forums	Blogs and Forums Very important	Blogs and Forums Mostly Important	Blogs and Forums Sometimes important	Blogs and Forums Not important at all	Blogs and Forums N/A
Facebook	Facebook Very important	Facebook Mostly Important	Facebook Sometimes important	Facebook Not important at all	Facebook N/A
Instagram	Instagram Very important	Instagram Mostly Important	Instagram Sometimes important	Instagram Not important at all	Instagram N/A
LinkedIn	LinkedIn Very important	LinkedIn Mostly Important	LinkedIn Sometimes important	LinkedIn Not important at all	LinkedIn N/A
News Media	News Media Very important	News Media Mostly Important	News Media Sometimes important	News Media Not important at all	News Media N/A
Pinterest	Pinterest Very important	Pinterest Mostly Important	Pinterest Sometimes important	Pinterest Not important at all	Pinterest N/A
Podcasts	Podcasts Very important	Podcasts Mostly Important	Podcasts Sometimes important	Podcasts Not important at all	Podcasts N/A
Reddit	Reddit Very important	Reddit Mostly Important	Reddit Sometimes important	Reddit Not important at all	Reddit N/A
Snapchat	Snapchat Very important	Snapchat Mostly Important	Snapchat Sometimes important	Snapchat Not important at all	Snapchat N/A
Tumblr	Tumblr Very important	Tumblr Mostly Important	Tumblr Sometimes important	Tumblr Not important at all	Tumblr N/A
TikTok	TikTok Very important	TikTok Mostly Important	TikTok Sometimes important	TikTok Not important at all	TikTok N/A
Tumblr	Tumblr Very important	Tumblr Mostly Important	Tumblr Sometimes important	Tumblr Not important at all	Tumblr N/A
Twitch	Twitch Very important	Twitch Mostly Important	Twitch Sometimes important	Twitch Not important at all	Twitch N/A
Twitter	Twitter Very important	Twitter Mostly Important	Twitter Sometimes important	Twitter Not important at all	Twitter N/A
Youtube	Youtube Very important	Youtube Mostly Important	Youtube Sometimes important	Youtube Not important at all	Youtube N/A

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* 9. Please rank the primary uses for consumer insights data.

	Very important	Mostly important	Sometimes important	Not important at all	N/A
Community management and engagement	Community management and engagement Very important	Community management and engagement Mostly important	Community management and engagement Sometimes important	Community management and engagement Not important at all	Community management and engagement N/A
Improve customer care	Improve customer care Very important	Improve customer care Mostly important	Improve customer care Sometimes important	Improve customer care Not important at all	Improve customer care N/A
Understand voice of the customer	Understand voice of the customer Very important	Understand voice of the customer Mostly important	Understand voice of the customer Sometimes important	Understand voice of the customer Not important at all	Understand voice of the customer N/A
Track crises in real-time	Track crises in real-time Very important	Track crises in real-time Mostly important	Track crises in real-time Sometimes important	Track crises in real-time Not important at all	Track crises in real-time N/A
Monitor brand health	Monitor brand health Very important	Monitor brand health Mostly important	Monitor brand health Sometimes important	Monitor brand health Not important at all	Monitor brand health N/A
Inform campaign strategy	Inform campaign strategy Very important	Inform campaign strategy Mostly important	Inform campaign strategy Sometimes important	Inform campaign strategy Not important at all	Inform campaign strategy N/A
Measure campaign success	Measure campaign success Very important	Measure campaign success Mostly important	Measure campaign success Sometimes important	Measure campaign success Not important at all	Measure campaign success N/A
Influencer identification & impact measurement	Influencer identification & impact measurement Very important	Influencer identification & impact measurement Mostly important	Influencer identification & impact measurement Sometimes important	Influencer identification & impact measurement Not important at all	Influencer identification & impact measurement N/A
Capture competitive intelligence	Capture competitive intelligence Very important	Capture competitive intelligence Mostly important	Capture competitive intelligence Sometimes important	Capture competitive intelligence Not important at all	Capture competitive intelligence N/A
Product innovation	Product innovation Very important	Product innovation Mostly important	Product innovation Sometimes important	Product innovation Not important at all	Product innovation N/A

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* 10. What problem are you currently using consumer insights to solve?

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* 11. What problem would you like consumer insights to solve that is not yet possible?

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* 12. Do you agree that consumer insights should inform strategic decision-making?

Strongly agree

Agree

Neither agree or disagree

Disagree

Strongly disagree

Comments: Please elaborate on your agreement/disagreement.

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* 13. Do you agree that consumer insights help brands connect more authentically with consumers?

Strongly agree

Agree

Neither agree or disagree

Disagree

Strongly disagree

Please elaborate on your agreement/disagreement

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* 14. Do you agree that consumer insight capabilities are essential for communications agencies?

Strongly agree

Agree

Neither agree or disagree

Disagree

Strongly disagree

Please elaborate on your agreement/disagreement

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* 15. Do you agree that brands expect agencies to provide consumer insights capabilities?

Strongly agree

Agree

Neither agree nor disagree

Disagree

Strongly disagree

Please elaborate on your agreement/disagreement

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* 16. Do you agree that Brands expect agencies to provide consumer insights as standard for the roll-out of any campaign?

Strongly agree

Agree

Neither agree or disagree

Disagree

Strongly disagree

Comments:

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* 17. How much do you spend on consumer insights tools today? (in US Dollars)

$0-10K

$10 -25K

$25-50K

$50-100

Over $100K

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* 18. Is your consumer insights budget adequate?

Budget is adequate

Budget is inadequate

Please elaborate on your answer as to why you feel this way.

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* 19. How many people in your organization use consumer insight tools on a regular basis?

1-2 people

3-5 people

5-10 people

More than 10 people

N/A - We don't have such a tool

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* 20. Are consumer insights captured and accessible to one main team, or is the capability democratized?

One team

One team and a few others

Everyone has access

I don't know who has access

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* 1. What is you job title/role? (Please specify)

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* 2. Size of Company by Revenue (in US Dollars)

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* 3. Industry

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* 4. Which of the following consumer insights tools are you currently using:

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* 5. How often do you use consumer insights for campaign strategy?

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* 6. Do consumer insights make your campaigns more successful?

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* 7. Are you measuring the impact consumer insights have on campaigns?

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* 8. Please rate the following channels by their importance to the success of your campaigns.

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* 9. Please rank the primary uses for consumer insights data.

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* 10. What problem are you currently using consumer insights to solve?

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* 11. What problem would you like consumer insights to solve that is not yet possible?

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* 12. Do you agree that consumer insights should inform strategic decision-making?

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* 13. Do you agree that consumer insights help brands connect more authentically with consumers?

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* 14. Do you agree that consumer insight capabilities are essential for communications agencies?

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* 15. Do you agree that brands expect agencies to provide consumer insights capabilities?

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* 16. Do you agree that Brands expect agencies to provide consumer insights as standard for the roll-out of any campaign?

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* 17. How much do you spend on consumer insights tools today? (in US Dollars)

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* 18. Is your consumer insights budget adequate?

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* 19. How many people in your organization use consumer insight tools on a regular basis?

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* 20. Are consumer insights captured and accessible to one main team, or is the capability democratized?

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* 21. What consumer insights KPIs do you track that are critical to your business?