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Harnessing the power of customer insights software for market research success

Published on September 15, 2023 by Akanksha Singh

In today’s dynamic business landscape, customer insights have become the cornerstone of informed decision-making. Technology has proven to be an important tool in helping organisations keep up with changing consumer preferences and needs. Customer insights software has also evolved into a critical component of market research strategies. According to a survey of 500 analytics and business intelligence professionals from around the globe, 56% of organisations leveraging analytics are experiencing faster and more effective decision-making, and more than half (51%) report better financial performance. The adoption of customer insights software has gained significant momentum and is likely to continue doing so.

With multiple options available, customer insights software has emerged as a game changer in the field of market research services.

Use cases of customer insights software:

  • Product development: Customer insights software helps development in line with consumer preferences by analysing feedback, reviews and sentiment data, enabling businesses to fine-tune their offerings for maximum appeal.

  • Marketing campaigns: Marketers can tailor their campaigns based on insights gained from consumer data, ensuring messages resonate with target audiences.

  • Market segmentation: The software helps identify distinct consumer segments, enabling companies to tailor their marketing strategies to a group’s unique preferences.

  • Competitor analysis: Customer insights software enables businesses to refine their strategies by analysing and providing valuable insights on a competitor’s strengths and weaknesses.

  • Predictive analysis: Leveraging historical data, the software can predict consumer behaviour, enabling businesses to proactively adapt their offerings.

Benefits of customer insights software

  • Precision in decision-making: These platforms transform raw data into actionable insights, enabling informed decision-making based on real-time information, reducing reliance on guesswork.

  • Time efficiency: Automation features streamline survey creation, data collection and analysis, minimising manual effort and saving time. Many insight tools provide real-time data, allowing businesses to monitor trends and respond quickly to emerging opportunities and challenges.

  • Customisation: Tailored surveys and advanced questionnaires allow researchers to collect granular insights specific to their research objectives.

  • Data visualisation: Visualisation, such as through graphs, charts, interactive dashboards and infographics, makes complex data easier to understand, enabling quicker decision-making and simplifying communication of findings to stakeholders.

  • Risk mitigation: Early detection of negative sentiment and emerging issues allows businesses to address them promptly, minimising potential damage to reputation.

  • ROI measurement: Customer insights software can help measure the effectiveness of marketing campaigns, allowing businesses to adjust strategies and allocate resources more carefully.

Overcoming the challenges

Data security and privacy concerns

While the benefits of customer insights software are vast, challenges such as data security and privacy concerns cannot be ignored. To overcome these challenges,

  • Invest in secure platforms: Opt for platforms with robust encryption, compliance certifications and data protection measures.

  • Provide user training: Ensure your team understands the software's security features and best practices.

Data overload and analysis paralysis

The abundance of data generated by these tools can lead to analysis paralysis. To tackle this challenge,

  • Define clear objectives: Set specific research goals to focus on extracting relevant insights.

  • Use analytics tools: Leverage built-in analytics tools to identify trends and patterns effectively.

Integration complexity

Integrating insights from these platforms into existing systems can be complex. Overcome this hurdle through

  • API integration: Use APIs to seamlessly integrate data with other business systems.

  • Cross-functional collaboration: Involve IT and data teams in integration processes.

Outsourcing: A strategy to optimise effort and time

As organisations grapple with resource constraints and complex research demands, outsourcing emerges as a viable solution in comparison to using the software directly. Outsourcing to specialised market research firms can provide benefits such as the following:

  • Expertise and experience: Leverage the expertise of professionals skilled in handling diverse customer insights platforms. They also understand research methodologies and data analysis and how to interpret insights in a way that can provide more accurate and valuable results than through using software alone.

  • Access to a wider range of tools: While customer insights software has its benefits, market research firms often have access to a broader range of advanced tools and technologies that can provide deeper insights and analysis.

  • Complex data interpretation: Interpreting raw data and turning it into actionable insights requires skill and experience. Market research firms can effectively analyse complex datasets, identify trends and extract meaningful conclusions.

  • Scalability: Market research firms can handle projects of varying sizes. This scalability is particularly useful for businesses that have fluctuating research needs.

  • Cost effectiveness: In the long run, outsourcing can be cost-effective. Hiring and training in-house staff to manage research efforts may involve more substantial upfront costs.


The realm of customer insights software is a treasure trove of opportunities for businesses seeking to make informed decisions. By understanding the market research use cases, benefits, challenges and effective strategies to overcome them, organisations can harness the power of these tools to achieve actionable insights that drive growth and innovation. Furthermore, considering outsourcing as a strategic approach could amplify the impact of customer insights efforts, optimising both effort and time investment.

How Acuity Knowledge Partners can help

We are a global one-stop shop for solutions for all major functions of market research, offering a combination of the latest technology, optimal execution techniques, robust quality and extensive experience. With expertise in customer insights software, including Qualtrics, Decipher, Confirmit, Dimensions, Trivian and SurveyToGo, we provide actionable insights for businesses through brand, product, market and ESG research.


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About the Author

Akanksha Singh is a Delivery Lead within the Survey Programming and Data Processing line of business at Acuity Knowledge Partners (Acuity). She holds a PGDM in Marketing and Communication and has over 8 years of experience in business development and content marketing for various industries including IT and ITES, Finance Tech, Healthcare Tech, Environmental services, and the Insight industry.

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