Making Insights Actionable: The Capabilities of the Right Consumer Data

How AI-based Intelligence Works for Brands, From Start to Finish

There’s something big in store for the consumer packaged goods (CPG) industry, and it’s not something you’ll find on a shelf. The latest artificial intelligence (AI) technology is enabling brands to understand the customer like never before.

Advancements to AI-powered natural language processing (NLP) provide brands with real-time analysis of consumer feedback from the point of sale (POS), e-commerce reviews, social media, and smart labels. As a result, brands no longer have to wonder what their product tastes or looks like to their audience.

Instead, brands can receive real-time intelligence directly from the customer and proactively make the changes needed to ensure success. So what exactly do these actionable insights allow brands to accomplish? Here are three areas of your business that can be impacted with NLP, today.

1. Product Development

With insights that come directly from the consumer, brands can tweak products and manufacturing in real-time to better align with customer needs. You heard it right -- brands no longer have to wait for data. Rather, technology can collect all reviews, references, etc. instantly so brands can assess what’s working (and what’s not) every single hour of every day. This has broad implications across product quality, freshness, taste, packaging, pricing, and more.

When it comes to SKU rationalization, NLP enables a more seamless process where brands can quickly understand what’s selling, what isn’t, and what changes are needed to keep and expand shelf space. This kind of data-backed creation is optimal for cost savings. It ensures success and retailer pick up, while also illuminating market gaps unbeknownst to competitors.

2. The Customer Experience

NLP’s advanced insights can also help businesses assess the entirety of the consumer journey, from the first perception to purchase. This enables brands to improve the customer experience and make personalized changes based on an individual’s preferences and behaviors.

An in-depth understanding of the consumer can be used to target customers with personalized incentives or suggestions for further shopping, based on personal attributes. It can also guide brands on which stores they should sell in, if e-commerce is preferable, and more – all based on what the customer wants. QR codes can be printed on the packaging, so customers have the opportunity to give feedback, engage and guide a brand even further.

2. Marketing

With the ability to determine customer sentiment, NLP data can help your team optimize messaging, advertisements, branding, public relations, and more to ensure it resonates with your audience.

Plus, thanks to the high level of personalization enabled, AI helps brands tailor specific campaigns to consumers based on their interests, geographical region, age, and more to increase the likelihood of retention, purchase, and loyalty. For example, NLP might uncover that your audience prioritizes sustainability. This insight could guide what influencers you partner with, what channels you advertise on, and how you label your product.

Discovering the right consumer data has applications across all aspects of a business. When properly applied, NLP can embolden a brand’s strategy and increase overall customer loyalty, sales and success. Product development, customer experience, and brand marketing power can be tailored to the consumer like never before with access to the right data (including data in places you may be forgetting to look).

To really see what the right data capabilities can do for you, visit