1.

Technically skilled
It is essential that a customer insight analyst or the manager has strong numerical and statistical
skills. Preferably, insight analysts or manager should be trained in a STEM subject to a degree
level, with prior experience using statistical analysis techniques. For instance, they should be
familiar with analysis software like SPSS, SAS, and KXEN. In addition, they should have a flair
for coding, with the ability to write and correct their own work.
2. An adept problem-solver
An exceptional insight analyst or manager will apply creative analytic methods to solve
problems. Therefore, although mathematical skill is important, a great customer insight analyst
will be creative as well as technically gifted. In essence, having the tools is not enough – the
analyst needs to know how and when to use them. With a perceptive, inventive approach to
analytics, a great customer insights analyst will be able to leverage customer data to generate
solutions. More often than not, ingenuity and creativity is something that cannot be taught –
so identify promising members of the staff team and cultivate their analytic skills.
3. A curious mind
The best analysts are curious analysts – and a truly gifted customer insight analyst will always
ask questions. Always looking to explore new possibilities and unearth knowledge, these
analysts will seek new analytic approaches, explore data, and relish new challenges. Often, these
analysts will solve problems customers did not even know they had – which is a sure-fire way to
maximize customer satisfaction. However, in order to make the most of an inquiring mind, it is
important to make sure they have direction. Supply specific data and outline clear goals, so that
analysis is streamlined and targeted.
4. Empathetic and customer-centric
Excellent customer analysts can see from the consumer’s point of view. They understand
customer expectations and seek to facilitate the best possible customer experiences. These
analysts are empathetic, broad-minded, and put the client at the center of their approach. By
taking into account the customer’s preferences, they can examine data on a granular level to meet
specific goals. These analysts will deliver work that has numerous tactical applications in a
clearly visualized, jargon-free form that the wider team can digest and act accordingly.

In most enterprises, a customer insight analyst will undertake the following tasks:

- Capture and interpret customer data from a range of sources and communicate these findings across
departments.

- Lead on customer propensity analysis  and leverage this intelligence to improve marketing
strategy.

- Manage data quality  and ensure actionable uses organization-wide.

- Provide expert advice on the best analytical tools and software .

- Develop a strategic data transformation plan  and communicate this framework to relevant
stakeholders.

Consumer insights come in various forms. Learning about the different

types of customer data will help you know what to look for when it comes
time to collect and analyze insights.

Firmographic data
Usage information
Customer loyalty information
Customer service data
Competitor data

Firmographic data
For B2B companies, this information describes the attributes of the businesses that are using
your product or service. Firmographic data typically includes details like the size, location, and
industry of the company.

Usage information 

Usage data indicates consumer behavior, such as how people use your product or service and
exactly what that looks like. These insights might show whether your customers use your
product weekly or whether they use it several times a day.

Customer loyalty information

This data reveals how happy people are with your business. Net Promoter Score (NPS) is a
common way to measure customer loyalty; it entails sending customers a one-question survey
and asking how likely they are to recommend your product or service to other people.

Customer service data

As you might have inferred, this data divulges the quality and the context of customer
interactions with your support team. What are customers saying to your representatives, and
what do they want to know? Is there anything they’re upset by or don’t understand?

Competitor data
This information indicates how competitors are running their companies and how you can
position yourself to stand out. You’ll likely need to conduct market research or consumer
research to collect competitor data.

Roles of consumer insights manager

Technically skilled
An adept problem-solver
A curious mind
Empathetic and customer-centric

Technically skilled

It is essential that a customer insight analyst or the manager has strong numerical and
statistical skills. Preferably, insight analysts or manager should be trained in a STEM
subject to a degree level, with prior experience using statistical analysis techniques. For
instance, they should be familiar with analysis software like SPSS, SAS, and KXEN. In
addition, they should have a flair for coding, with the ability to write and correct their
own work.

An adept problem-solver

An exceptional insight analyst or manager will apply creative analytic methods to solve
problems. Therefore, although mathematical skill is important, a great customer insight
analyst will be creative as well as technically gifted. In essence, having the tools is not
enough – the analyst needs to know how and when to use them. With a perceptive,
inventive approach to analytics, a great customer insights analyst will be able to leverage
customer data to generate solutions. More often than not, ingenuity and creativity is
something that cannot be taught – so identify promising members of the staff team and
cultivate their analytic skills. 
A curious mind

The best analysts are curious analysts – and a truly gifted customer insight analyst will
always ask questions. Always looking to explore new possibilities and unearth
knowledge, these analysts will seek new analytic approaches, explore data, and relish
new challenges. Often, these analysts will solve problems customers did not even know
they had – which is a sure-fire way to maximize customer satisfaction. However, in order
to make the most of an inquiring mind, it is important to make sure they have direction.
Supply specific data and outline clear goals, so that analysis is streamlined and targeted.

Empathetic and customer-centric

Excellent customer analysts can see from the consumer’s point of view. They understand
customer expectations and seek to facilitate the best possible customer experiences.
These analysts are empathetic, broad-minded, and put the client at the center of their
approach..