Build a Marketing Foundation
Consumer Insights Roadmap for CMOs
Transform your marketing strategy with a proven progression of research that gets you actionable consumer insights quickly, and without chaos.
Why you need a research roadmap
You’re a new (or experienced) CMO, brand or insights leader. Maybe you’ve expanded your product portfolio, established yourself in a new vertical, or simply looking to stay ahead of disruptors in a crowded marketplace. Maybe you’re just getting serious about maturing and organizing the use of research in your organization.
Today’s top-performing brands connect with their customers on a personal level. They make decisions based on real consumer insights, not assumptions.
Build a future-proof marketing strategy
Have a strategic, phased plan you can use to build an insights-driven marketing strategy.
Insights for every marketing move
Use actionable research to guide your campaigns, product launches, and brand decisions.
Balance quick wins with long-term brand value
Rely on data that supports both your short-term performance and build long-term brand equity.
The 4 phases of consumer insights
Lay the foundation
Understand your audience and market deeply.
Consumer segmentation research
Define your key customer segments, behaviors, and values to sharpen your messaging and targeting.
Category deep dives
Analyze how consumers shop, buy, and use your products. Identify unmet needs and market opportunities.
Pro tip
Start by including a segmentation typing tool that informs every future study. Langston’s proprietary Life Lenses framework offers 24 unique distinct psychographic segments that uncovers underlying motivations and lifestyle choices.
Stay connected with the consumer
Track brand perception and keep your competitive advantage. Get this in place before you start making big changes, so you can see the impact of your tactics over time.
Brand health tracking
Measure awareness, consideration, and loyalty over time.
Brand health pulse
Identify your brand’s market position and where you can strengthen acquisition and retention.
Pro tip
For many brands, annual brand tracking is plenty frequent. For large brands or those spending a lot on advertising, tracking your brand two or four times a year may be appropriate.
Foster strategic change
Apply consumer insights to guide strategic marketing decisions.
Category sizing
Quantify revenue potential across product types.
Concept testing
Validate creative, product, and campaign ideas before launch.
Pro tip
We have yet to find anyone that says their brand was too connected to the consumer, but we have unfortunately seen many brands that neglected to include consumer perspectives in their planning for the future.
Fine-tune your approach
Optimize marketing and merchandising with targeted research.
Pricing research
Find optimal price points for new and existing products, as well as portfolio management.
Feature, messaging, and positioning development
Identify the tactics and channels most likely resonate with the unmet needs of consumers and align with your unique brand identity.
Pro tip
With a consumer-connected strategy already in place, you’re now in a position scale using consumer insights data in an agile way.
What are the benefits for CMOs, brands, and insight leaders?
Better decision-making
Replace assumptions with facts.
Faster time to market
Launch with confidence.
Higher ROI
Direct resources to what matters most.
Let’s build a brand that resonates with your target audience
We ensure your research drives action by:
Rolling out insights in manageable phases to avoid overload.
Reinforcing key findings through multiple formats and channels.
Highlighting the insights that matter for your marketing, product, and executive teams.
Schedule your consultation today and start turning insights into market advantage.