Consumer Insights
Consumer Insights is Statista's self-serve survey analysis tool. Whether you're building a hyper-specific audience profile for a product launch, tracking how your brand stacks up against competitors across demographics, or benchmarking consumer behavior across 30+ countries - this tool is built for that kind of research, and you don't need a research team to run it.
This guide covers how to navigate the tool, run your first analysis, use the more advanced features, and get your data out in a usable format. If you've just been granted access, start at the top and work through the sections in order. If you're looking for something specific, jump to the relevant section.
New to Consumer Insights? Watch the full walkthrough.
What you can do with Consumer Insights
Consumer Insights offers a variety of use cases, including the following:
Audience segmentation
Brand tracking
Trend analysis
Cross-country comparison
Competitive intelligence
Media and touchpoint planning
Market sizing
Consumer Insights is an add-on that can be purchased in addition to your existing Statista license. If you’re interested in Consumer Insights, get in touch with us.
Key terms: a quick glossary
Before you dive into Consumer Insights, it's worth getting familiar with a few key terms. You will see them throughout the tool and they each have specific meanings that aren't always obvious at first glance.
| Term | What it means |
| Rows | What you want to measure or understand. Rows are the survey questions or response options you're evaluating. For example, which apps respondents use, or which brands they're aware of. |
| Columns | The groups you want to compare. Columns let you break down your row data by different segments. For example, by age group, gender, or income level. This helps you see if answers differ across different types of people. You can compare multiple column selections side by side. |
| List view | The default view when you open a survey question. List view shows a single question's responses as a simple percentage breakdown, with no column variable applied. It's your starting point before adding a cross-tab. |
| Cross-tab | A table that shows your row variable broken down by one or multiple column variables. The core analysis format in Consumer Insights, it's how you get from 'what percentage uses X' to 'which demographics use X most.' |
| Target group | A custom audience you define by combining multiple demographic, behavioral, or psychographic criteria. Once created, a target group can be applied as a filter or used in analysis. See our article on creating custom target groups for a full breakdown. |
| Filter | Filters narrow your entire analysis to a specific group, rather than showing them side by side. If you apply a filter, all results reflect only that audience. |