#customer-insights

#customer-insights

The role of social media as an insights engine - instructing you on what audiences like, dislike, and are willing to buy - is unparalleled. This information can be crucial in guiding creative projects. It's impossible for a single creative director, no matter how great, to be able to understand the zillions of online communities and subcultures. Social media has helped culture become less homogeneous and that's a good thing. So let's use it to listen to those many diverse cohorts.

Great copy doesn't start with writing; it starts with understanding who you are writing for. To create high-converting assets, you must tap into your customers' specific pain points, fears, motivations, and desires. When interviewing clients, you need to move past surface-level answers. Audrey Chia recommends asking specific questions to uncover their emotional state: "What are you actually most afraid of?" "What is stopping you from taking action?"

The reality is people are talking about your brand and your industry - whether you're in the (digital) room or not. They're swapping product recommendations via Instagram Stories or sharing feedback using TikTok comments. Paying attention to your direct mentions and tags is great - necessary, even - but it's not enough if you want to hear more unfiltered thoughts directly from your audience. That's where social listening comes in.

The idea for Keplar was conceived in 2023 when Dhruv Guliani (above right), previously an engineer at Google, where he worked on speech and voice AI models, and machine learning engineer William Wen, participated in the South Park Commons founder fellowship program. The duo spoke with market researchers and brand managers and realized that the tools these professionals rely on - written surveys and interviews conducted by humans - can now be replaced by conversational AI.

Market research is the process of collecting, analyzing, and interpreting data, providing insights into target audiences, competitors, and market conditions, enabling informed business decisions.

HSBC's Pulse Check survey showed that nearly 68% of local customers expect no change or improvement in their wealth position by year-end, despite global uncertainties.

Anchors differ at various stages of business development; they can include flagship products, R&D, services, or repeat business, which eventually drive revenue and profitability.

Stop chasing the tire-kickers and learn to identify actual buyers quickly with targeted questions that illuminate their buying intentions and commitment levels.

AI is no longer just in the back office. It's front and center in every customer and employee conversation, and it's being brought to organizations in ways they can tangibly see and benefit from.