Using consumer insights data to improve CX — Sam Torres // The Gray Dot Company

Sam Torres, Chief Digital Officer at The Gray Dot Company, shares her insights on optimizing customer experience data insights and privacy regulations. Traditionally, consumer insights came from costly and time-consuming market research reports. However, the digital landscape, powered by AI and machine learning, allows us to swiftly access and understand consumer mindsets, significantly speeding up the process. Today, Sam discusses using consumer insights data to improve customer experience.
About the speaker

Sam Torres

The Gray Dot Company

- The Gray Dot Company

Sam is Chief Digital Officer at The Gray Dot Company

Show Notes

  • 01:28
    The benefits of digital consumer insights data
    Digital provides insights into consumer mindsets faster, more efficiently, and cost-effectively than traditional market research. Leveraging AI and machine learning, we can extract valuable data from online communities and sources to improve customer engagement and experience.
  • 04:08
    Data sources for consumer insights
    Focus on psychographic data to delve into user motivations and challenges. Leveraging YouTube API, keyword research, and competitor analysis, we can conduct sentiment analysis, understand audience satisfaction, and inform product roadmaps
  • 08:35
    Incorporating consumer insights into business decision making
    Begin with keyword research, using tools like Google Trends to figure out keyword volume and what users are looking for. Then crawl platforms like YouTube and Reddit to understand what content is engaging your audience to find out the questions you need to answer.
  • 14:17
    AI tools for consumer insights and data analysis
    While AI tools like ChatGPT can assist in generating code and correcting syntax, it's crucial to be cautious about inputting proprietary information. These tools lack true AI capabilities and are unsuitable for data analysis as they dont vet data or provide unique insights.
  • 17:33
    Success stories of leveraging consumer insight data
    The use of consumer insight data transformed a streaming platform's content programming decisions. By analyzing YouTube videos and competitor keywords, Gray Dot developed a topic idea generator, helping the platform make informed choices and enhance their content strategy.
  • 19:37
    The value of consumer insights data
    With consumer insights data, were looking at customers in aggregate, so user stories and customer interviews still hold value. However, consumer insights data is ideal for understanding new audiences and enhancing your ability to connect with diverse consumer segments.

Quotes

  • "Digital has enabled us to get into the mindset of the consumer much easier, faster, and we can do it for much less because we're not spending 18 months doing surveys." - Sam Torres

  • "Google is losing share. Users 18 to 24 are more likely to vet a product on TikTok vs. seeing how it ranks on Google. These are things to keep in mind about where your audience is doing their searches." - Sam Torres

  • "If you're looking for unique insights, ChatGPT and other tools like it are generally not going to get you there. It's a fancy auto-complete." - Sam Torres

  • "Consumer insights data can help you tap into new audiences or people that you couldn't relate to before." - Sam Torres

About the speaker

Sam Torres

The Gray Dot Company

- The Gray Dot Company

Sam is Chief Digital Officer at The Gray Dot Company

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