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Demand Intelligence / Consumer Intelligence

Understand what drives demand.

Understand the intentions and needs behind demand, and how they are shifting across categories, products and markets.

Consumer Intelligence

Understand why demand is changing.

Consumer Intelligence turns orientation behaviour into a continuous understanding of the intentions and needs behind demand — revealing how they shift over time.

01 — INTENTIONS

See what people are trying to achieve.

Understand the canonical intentions behind orientation behaviour across categories and products.

02 — NEEDS

See what people really need.

Connect intentions to the underlying needs creating and shaping demand.

03 — INTENT & NEED SHIFTS

See what is changing.

Track which intentions and needs are gaining or losing importance over time.

04 — DEMAND DRIVERS

See what is driving demand.

Understand which changing intentions and needs are behind growth, decline and emerging demand.

By decision

Built for the decisions that start with people.

Consumer Intelligence helps teams understand changing intentions and needs before translating them into products, propositions, positioning and growth.

01 — CONSUMER STRATEGY
Decide which needs matter.

Understand the intentions and needs shaping demand and how their importance is changing.

Consumer needs Intentions Need shifts
02 — CATEGORY STRATEGY
Decide what is driving the category.

Understand which changing intentions and needs are behind category growth and decline.

Category drivers Intent shifts Need development
03 — VALUE PROPOSITION
Decide which needs to address.

Understand the needs and desired outcomes your proposition should respond to.

Need priorities Desired outcomes Value drivers
04 — INNOVATION
Decide which needs to solve next.

Identify emerging and growing needs that can shape new products, services and propositions.

Emerging needs Unmet needs White space
05 — POSITIONING & MESSAGING
Decide what to lead with.

Understand which intentions and needs are becoming most relevant within your market.

Intentions Need priorities Message relevance
Demand Intelligence

See demand from another view.

01

Market Intelligence

Understand where the market is moving.

Explore →
02

Product Intelligence

Understand what people want.

Explore →
03

Brand Intelligence

See how brands are moving.

Explore →
04

Competitor Intelligence

See who is gaining ground.

Explore →
Customers

Dunlop Protective Footwear uses Consumer Intelligence to see what people are orienting toward, not just what they buy.

“I had run campaigns for nine years and never realized people were orienting toward so many different terms. That was a real eye-opener.”
Colin Clark
CMO, Dunlop Protective Footwear

FAQ

› What is Consumer Intelligence?

Consumer Intelligence gives you a continuous understanding of the intentions and needs behind demand. Trendata classifies orientation behaviour into canonical intentions and connects those intentions to underlying needs, revealing how both are shifting over time.

› How does Consumer Intelligence fit within Demand Intelligence?

Consumer Intelligence is one of five views within Trendata Demand Intelligence. It focuses on the intentions and needs behind demand, while Market, Product, Brand and Competitor Intelligence provide additional perspectives on the same underlying demand model.

› What can I analyse with Consumer Intelligence?

Trendata can analyse canonical intentions, underlying needs and how their importance is changing across markets and categories. This allows you to move beyond what people are looking for and understand what is driving that demand.

› How is Consumer Intelligence different from traditional consumer research?

Traditional consumer research often captures stated attitudes and preferences at a specific point in time. Consumer Intelligence continuously observes how intentions and needs develop through real-world orientation behaviour, making it possible to follow shifts as they happen.

› How does Trendata understand consumer intentions and needs?

Trendata analyses orientation behaviour across Search, Social and AI and classifies it into canonical intentions. These intentions are connected to underlying needs, creating a structured view of what people are trying to achieve, why that demand exists and how it is changing over time.

› Can Consumer Intelligence identify changing consumer needs?

Yes. By following demand continuously, Trendata can identify intentions and needs that are gaining or losing importance and reveal emerging shifts before they become fully visible in traditional performance data.

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Understand what drives demand.

Bring Consumer Intelligence into your next consumer, category, product or growth decision.

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