Intent Insight
Working with an Intent Report
Introduction
Consumers are at the very core of any business that has ever existed. To be able to reach out to these consumers, it is imperative to map every touch point of their decision making and build your business strategy over it. To understand ProfitWheel’s philosophy of Consumer Intelligence, please go through our blog {Name of the Blog}. In this manual, we will cover an extremely important touch point of the Consumer Journey, “Intent”.
The starting point of Intent is from the Omnibox. In case you have never used the Omnibox, want to know more about it or have questions about different ways of using it, please refer to the Product Manual, “Omnibox – The Starting Point”. In this manual, we will only cover usage of Omnibox with reference to fetching the Intent Insight Report.
Using The Omnibox to generate an Intent Report
Once you are on the Insights page, it is difficult to ignore Omnibox, which is the search box that is prominently placed in the middle of the Home Page.
Click on it and it will show you the top audiences from the audience platforms connected to your organization and the once you have access to. However, that is not the option would want to take, as selecting an audience will lead to fetch other types of insights and not Intent.
To fetch an Intent Insight, you can start by typing a keyword. In the example above, we went with the word fragrance, with an intent to search for intent surrounding perfumes or fresheners. Remember, you don’t always have to enter a specific category or product you are looking at. Sometimes entering a broader term can help you identify different universes or even the place of your product in a universe. Hence, we took a broader term as “Fragrance” instead of “Perfume”.
You can spot in the screenshot that it shows up Keywords at the top left of the recommendations drop down, Interest on the right and below them both, we have the Audiences. Let’s focus on the keywords side of recommendations. You can click on show more to see more recommendations or simply hit enter to select the keyword you have entered. When you hit Enter/Command on entering a word or a phrase, it will consider it as a Keyword input by default.
In the country field, it will pick up the country you are logging in from, by default. Should you want to get results from another country, please change it by clicking on the flag.
Omnibox intelligently picks up the best report you should generate with the input. If intent is not selected by default, kindly select Intent. Towards the left of the search bar, it shares if the volume of the keyword selected is sufficient or not, for the report to give you significant insights that you can rely on.
Advanced Filters
You will see 2 options there, ‘Exclude keywords’ helps you to remove the noise from the results. For example, if you are sure that you don’t want to see an output related to air fresheners, you can just exclude it. Language will ensure that you get results with linguistic skewness. You add cities if you are looking for results from a specific geographies.
Once you are sure about your inputs, click the arrow towards the right to fetch the insights.
consumr.ai will get to work, but would require your patience. Ideally, it does not take more than a minute to get the standard report. If you need more insights, you can enable Advanced AI and the system will get to work again to display additional insight in cards that will be appended in the same report. Till the time the cards are not successfully processed, it will show skeleton loaders with a message on the top that will display the current status of the report with an estimated countdown timer.
Keyword Summary and Trend
The first two cards to load will be the summary of the keyword and the core keywords trend.
The summary card will tell you the basics about the keyword like what category it belongs to, the strength of the keyword, and the top search terms with reference to the core keyword entered.
To the right of the summary card, you will be able to see a line chart that will show you the search trend of the keyword over the last 12 months. Along with that, you will see a trend line in green that will sum up the overall trend. For example, in the screenshot above, the purple line chart shows you a stagnant search trend till Sept 2023, then rises, peaks, falls, bottoms, rises again, plateaus, and then drops. Very difficult to sum up this trend in one word. Hence, the trend line statistically helps you identify if the overall trend is increasing or declining. In this case, the green dotted line shows you that it's a weak inclining trend. In an event, when there are more than one keywords, you will see buttons lined up right below the graph. You will be able to see the trend per keyword at a time, that can be controlled by clicking on the buttons with the name of the keyword.
Advanced AI
Do not be confused when you see, blue coloured stripes with advanced AI written on it.
This only means that you have run a standard report and if you need more insights that can be populated for this report, click on the "Enable Advanced AI" button in purple to the right of the strip. You will instantly see more cards appear that will load as the data is processed successfully. If you do not wish to wait to get the advanced AI report, it is not mandatory to enable it. Once enabled, whenever you visit this report, you will always have the advanced AI cards available for you.
Consumer Mindset Parameters
Note: This is an Advanced AI insight.
This section talks about what the consumers are thinking. This primarily focuses on the kind of questions consumers ask when they are trying to search, or the comparisons they make with reference to the keyword and keywords that co-relate to the core keyword.
Questions Asked
consumer.ai will gather the most frequently asked questions surrounding the core keyword and categorize them. As you can see in the above screenshot, there are three categories that were dynamically created. The category "cold fragrances" shows the kind of questions consumers ask with reference to fragrances as a keyword. But it also tells you that "why can't fragrances be patented?" is a high-volume question.
Comparisons Made
In this tab of the mindset section, you will be able to find categories of comparisons made with the keyword entered for this report. And each category will have brands or categories that the core keyword was compared with.
Comparisons Made
In this tab of the mindset section, you will be able to find categories of comparisons made with the keyword entered for this report. And each category will have brands or categories that the core keyword was compared with.
Correlated Keywords
This is the last tab of the mindset section, where keywords are categorised based on correlations with the core keyword. To know more about what correlation means statistically, you can do a quick search on Google. However, in this card you will see five categories of correlation.
Strong positive will show all the keywords that have a strong positive correlation with the core keyword. This means, historically if the core keyword's search trends go up, the keywords from this category are likely to see an increase in searches.
Weak positive means all the keywords that may go in the same direction as the core keyword in searches and at the same time. However, the intensity of incline or decline in searches will not be as strong as strong positive keywords.
Strong negative means if the core keyword’s searches increase, the keywords in this category will most likely see a decline in searches.
Weak negative means if the core keyword’s searches decline, then the keywords in this category will most likely see an increase in searches, however it may not be as strong as strong negative.
No correlation means that the fate of the core keyword is not tied to this category of keywords. Hence, an increase or decrease in search trends for the core keyword may not have any impact on the keywords in this column.
Right next to the correlated keywords across all the columns, you will find a number that will range from +1 to -1. This is the unit of measure of correlation. Any keyword that is closer to +1 has a stronger positive correlation. Any keyword that moves towards -1, after zero, has a negative correlation. Any keyword that has zero as a unit of measure of correlation has no correlation.
Conversion Funnel & Seasonality
The conversion and seasonality charts are interactive and interdependent. The conversion funnel is a visual representation of how the keywords that are related to the core keyword line up in three different levels of the conversion funnel. On the other hand, the seasonality chart shows line graphs for four types of keyword seasonality:
Evergreen represents keywords that are consistent and perform similarly throughout the year irrespective of seasons.
Rising represents keywords that show a rising trend over the last few months and show promise in terms of performance. Hence, they are noteworthy.
Seasonal represents keywords that are very season-specific. These seasons could be annual, monthly, quarterly, weekly, or even daily. These seasons could also be occasion-based or month-of-the-year based as well.
Lastly, Volatile represents keywords that are erratic. They do not follow a pattern and are inconsistent and unpredictable.
Categories, Top Themes and Keywords Table
This section is a combination of three interrelated and interactive charts.
Categories
This card that looks like a column is divided into three different colours, green represents higher volumes, yellow is mid volumes and, red is for low volumes. The section is based on the keywords that the system has extracted and grouped into tags that represent each cluster. Each of these tags based on the volumes are then classified as high-volume, mid-volume, and low-volume categories. They are also very interactive, hence when you click on any one of the categories, the themes and keyword cards will respond.
Top Themes
This section, card or column displays a word cloud. If you have already clicked on one of the categories, be aware that the word cloud only shows related themes to the selected category. So, if you want to see all the themes together, make sure that none of the categories is selected.
What is interesting is that you can right-click on any of the words in the word cloud and exclude them from the word cloud. This will allow smaller words in the cloud to take up more space and bring the situation in perspective. For example, if your core keyword is perfume, then it is likely that the biggest word in the word cloud is perfume that dominates, dilutes or skews the whole analysis. Excluding a theme of this magnitude can easily help bring out more hidden keywords. On the other hand, if you left-click on any of the words in the word cloud, it will bring out more related keywords to the selected word in the word cloud. This feature gives you the ability to deep dive into a particular word of interest and find out more themes that surround the word you have selected. This can be a very important step in the process of discovery.
Keyword Table
The last section on the right most column is the keyword table. Depending on the category or the theme that you have selected, this section will show you all the keywords that are a part of the category or theme that you have selected. If you did not select a category or a theme, then all the keywords from the output of this insight will be displayed on scroll. Along with each keyword, you will find sparklines of trends for that keyword for the last 12 months. As you scroll down to reveal more keywords, you will notice that it will have a purple button towards the right that expands the card to show the sparkline for that card. Only the top four cards will be expanded by default.
On the top right side of the keyword table card, you will see a funnel that will give you the option to select correlations.
Creating Draft Campaigns
Finally, at the bottom of the report, you will find a purple band that is always present throughout your journey of understanding this insight. This button allows you to use the intelligence of this report to create a campaign and activate it on the platform you want.
Conclusion
Mindset and Intent covers a critical stage in the consumer life cycle. This stage over a period shapes the habits, behaviors, and loyalty towards the product. It provides you with an opportunity to filter out your plan based on the sample, it provides. Using this insight as a playground to create a perfect launch pad for a well calculated and efficient Media, Creative or Content Strategy and plan. On the other hand, for research purpose or to build a holistic business strategy Intent and Mindset can be woven in the storyline, alongside Behavior, Market, Social and Product Report to give a 360 degree view of the consumer landscape.
Conclusion
Mindset and Intent covers a critical stage in the consumer life cycle. This stage over a period shapes the habits, behaviors, and loyalty towards the product. It provides you with an opportunity to filter out your plan based on the sample, it provides. Using this insight as a playground to create a perfect launch pad for a well calculated and efficient Media, Creative or Content Strategy and plan. On the other hand, for research purpose or to build a holistic business strategy Intent and Mindset can be woven in the storyline, alongside Behavior, Market, Social and Product Report to give a 360 degree view of the consumer landscape.
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