Why Customer Insight Matters

The world’s population holds an incredibly diverse range of opinions, thoughts, and perspectives on every imaginable subject. Researchers estimate that the average adult experiences between 12,000 and 70,000 thoughts per day. For businesses understanding what current and potential customers are thinking and feeling is not just useful - it is essential for long-term success.

But how often do we genuinely dedicate time to actively listen? In the leisure sector much of a customer’s spend is entirely optional, making it even more critical to understand their priorities, emotions, and attitudes. In today’s fast-moving environment, where preferences and behaviours can shift overnight, listening can quite literally be the difference between profit and loss. It has never been more important to build it into your strategy.

Contact with the market should not be an occasional exercise but a continuous process, embedded into your business culture. Here are three compelling reasons why:

1. Minimise risk – By testing products and services before launch, you can identify potential pitfalls early and refine your offering to better meet customer needs. Listening also helps uncover recurring complaints, giving you the chance to address issues before they damage your reputation or revenue.

   
   

2. Spot opportunities ahead of the competition – Trends and customer interests emerge quickly and can just as quickly fade away. Businesses that listen closely are more likely to identify these opportunities first, allowing them to adapt, innovate, and capture market share while competitors are still catching up. Just as importantly, it enables you to filter out distractions and avoid wasting time on irrelevant ideas.

   
   

3. Use resources more effectively – Insight into who your customers are, what they value, where they engage, and why they choose your brand gives clarity across every function - from marketing and sales to product development and strategic planning. With better information, you can allocate budgets and energy to the areas with the highest return.

   
   

The good news is that customer listening doesn’t need to be complex or time-consuming. It can start with simple steps: preparing a few key questions to ask at point of sale, running a quick Facebook or Instagram poll, or creating a short online survey using tools such as SurveyMonkey or Typeform. These small actions can generate insights that shape smarter decisions, stronger engagement, and ultimately, more sustainable growth.