In today's competitive world, brands are constantly seeking new ways to stay relevant and connect with their target audience. While it's tempting to focus on the majority of customers, smart brands know that the real insights often lie with the outliers - the passionate and vocal minority who aren't afraid to share their honest opinions – the good, the bad and the ugly! 

Whilst some stakeholders may say that these people are not your core market so why listen, outliers provide valuable insights that the majority simply can’t do. These are the ones to listen to - and can create true unlock moments.  

Uncover Hidden Gems 

The outliers can be a goldmine if you’re willing to listen. These customers are often the first to spot emerging trends, identify pain points, and offer innovative solutions. These perspectives allow us to challenge existing assumptions. And often uncover some inconvenient truths. 

They can shine a light on early warning signals about shifting consumer preferences, enabling you to make informed decisions and stay ahead of the curve. 

Push Boundaries 

Your most devoted customers are often the ones who push the boundaries, challenging you to think outside the box and explore new possibilities. By actively engaging with these people, brands can uncover insights that might otherwise go unnoticed, leading to game-changing innovations and a competitive edge. 

Whether it's through social media interactions, customer advisory boards, or targeted research initiatives, brands that embrace the fringes of their customer base are better equipped to anticipate emerging trends, address pain points, and develop products and services that truly resonate with their audience. 

Increase Brand Loyalty

Of course showing that you value the input of your most passionate customers, can also lead to a deeper level of brand loyalty – or even reassessment. These people feel heard, respected, and part of the brand's success. As we talked about in Quality over Quantity brand advocates that spread positive word-of-mouth and encourage others to join the fold are priceless. 

Fit for Purpose

Outliers of course can take multiple forms. They may be heavy users, brand advocates or those that use your product in a different way to how it was intended. Depending upon the need we can unlock potential innovation or communication opportunities by immersing ourselves in their circumstances. We can witness the challenges they face, and the work arounds they’ve found – all rich territory for innovation.  

Engaging with those who already love your brand isn’t about flattering egos. It’s about using that close relationship and working in partnership to understand all of the different elements that create the emotional closeness - and how to spread the love. 

So, step away from the majority view, into the outliers and your next breakthrough may be just around the corner. 

Uncover deeper truths. Talk to Hummingbird Insights