Consumer insights
The function inside a company that understands customers' attitudes, motivations and behaviour.
Consumer insights, also called market research, customer insights or CMI, is the function that answers questions about customers using primary research. That means surveys, interviews, focus groups, ethnography and, increasingly, AI-moderated and synthetic methods.
For thirty years the function ran on studies. The insights engineer is what it looks like when it runs on systems.
Related terms
Part of the insights engineer definition hub.