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Consumer Insights

Best for
Understanding the real people behind the numbers, what they buy, watch, believe, and why
What you get
Go beyond demographics, filter by things such as habits, brand loyalty, and lifestyle choices, then cross-reference to find connections you wouldn't have thought to look for


Consumer Insights is ÀÖ²¥´«Ã½app×îа汾's self-serve survey analysis tool. Whether you're building a hyper-specific audience profile for a product launch, tracking how your brand stacks up against competitors across demographics, or benchmarking consumer behavior across 30+ countries - this tool is built for that kind of research, and you don't need a research team to run it.


This guide covers how to navigate the tool, run your first analysis, use the more advanced features, and get your data out in a usable format. If you've just been granted access, start at the top and work through the sections in order. If you're looking for something specific, jump to the relevant section.



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What questions can Consumer Insights answer?

These are just a few examples of what's possible. Consumer Insights covers hundreds of topics and industries- the scenarios below show how specific and actionable the data can get.


Audience segmentation
Build a target audience profile using behavioral and psychographic variables. Understand who your customers are and what drives their decisions.
Brand tracking
Track brand awareness, usage, preference, and loyalty across demographics, regions, and time. Identify where you're winning and where competitors are pulling ahead.
Trend analysis
Track how consumer attitudes and behaviors shift over time. For example, how podcast consumption has changed year-over-year across generations in the U.S.
Cross-country comparison
Compare data across markets to inform regional strategy, like benchmarking smartphone brand loyalty across countries before a product launch.
Competitive intelligence
Understand how competitors are positioned and who their audiences are. Understand where you have an edge but also where you don't.
Media and touchpoint planning
Identify the most relevant marketing touchpoints for your audience and understand their media behaviors to sharpen your targeting.
Market sizing
Measure market potential and track category development over time across geographies and demographics.

Ready to get started? Here's how to access the tool



Don't have access to Consumer Insights yet? It's available as an add-on to your existing ÀÖ²¥´«Ã½app×îа汾 license. Get in touch with us to find out more.

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