The Role of Tools to Track Consumer Preferences

The tech revolution has transformed how brands track consumer preferences, offering real-time, actionable insights. These tools play a key role in GTM planning.

• AI-Based Analytics

Platforms like NielsenIQ and Kantar use AI to analyse sales, digital engagement, and feedback. These tools spot trends and forecast demand shifts. For instance, they help brands track consumer preferences for categories like plant-based foods or sustainable packaging.

• Social Listening Tools

Tools like Brandwatch and Sprinklr scan platforms like Instagram, X, and WhatsApp for consumer sentiment. A personal care brand can use them to identify preferences for natural ingredients and adjust formulations accordingly.

• Distribution Management Systems (DMS)

Platforms like FieldAssist offer real-time visibility into inventory and regional sales. They allow brands to track consumer preferences at the retail level and optimise supply chains.

• Customer Relationship Management (CRM)

CRMs like Salesforce and Zoho consolidate data across channels. They track purchase patterns and engagement, helping personalise GTM efforts.

• Internet of Things (IoT)

Smart appliances and vending machines provide detailed consumption data. A beverage brand, for instance, can track demand for chilled drinks at urban kiosks and adjust SKUs for local preferences.

Together, these tools support decisions across SKU planning, pricing, messaging, and channel strategy. For example, Amazon India data reveals a strong preference for smaller pack sizes in value-conscious segments. Brands can respond with format adjustments that improve conversions.

Aligning GTM Strategy with Tools That Track Consumer Preferences

A responsive GTM strategy depends on real-time insights. Tools that track consumer preferences enable better decisions in three core areas:

• Launch Timing

Google Trends and search analytics identify seasonal spikes in demand. A beverage brand can time its hydration campaigns around summer peaks, boosting effectiveness.

• Regional Focus

Platforms like Euromonitor highlight regional consumption patterns. A home care brand might focus eco-friendly SKUs in cities where sustainability drives demand.

• Channel Strategy

Data from D2C platforms and e-commerce helps decode where consumers prefer to shop. A skincare brand may promote subscriptions on its website while offering one-time purchases on Flipkart.

• Use Case: Demand Sensing

Britannia used AI-driven demand sensing to track rising interest in low-sugar biscuits. The result was a focused NutriChoice launch in metro areas, which cut stockouts by 20%.

• Use Case: AI-Based Personalisation

Nykaa uses recommendation engines to custom skincare promotions. This helped it boost conversions by 15% on trending items like Vitamin C serums.

1. Segmented Targeting and Product-Market Fit Using Tools That Track Consumer Preferences

India’s diversity requires sharp segmentation. Tools that track consumer preferences help custom GTM plans by region, age group, and lifestyle.

• Market Segmentation Tools

Platforms like Tableau and Power BI segment customers by age, income, values, and location. A snack brand can use this to target millennials with plant-based offerings.

• Behavioral Analytics

Tools like Mixpanel track site interactions, revealing preferences for promotions or delivery options. Brands can adapt packaging or SKU size for value-driven buyers.

• Cohort Analysis

Cohort tools track repeat purchases and loyalty. An energy drink brand, for example, can target Gen Z with social campaigns based on high re-engagement rates.

These insights help align GTM actions with local flavor preferences for instance, spicy snacks in the South versus milder ones in the North.

2. Case Examples: GTM Success Through Consumer Insights

• Example 1: Personal Care Brand Targeting Gen Z

A mid-sized skincare brand wanted to launch a sustainable line. It used Sprout Social to track interest in cruelty-free products and Instagram transparency. The team launched an Instagram-first GTM campaign with micro-influencers. This led to a 35% rise in engagement and 25% growth in six months.

• Example 2: Food Brand Optimising SKUs

A regional snack brand partnered with BigBasket to analyse flavor preferences. Heatmaps revealed high demand for spicy snacks in Mumbai and tangy ones in Bengaluru. The brand optimised SKUs by metro, raising sales velocity by 18% and cutting excess inventory by 15%.

3. Recommendations for Leaders

To align GTM strategy with tools that track consumer preferences, leaders should focus on three pillars:

• Invest in Analytics

Deploy AI dashboards, telemetry tools, and advanced analytics. These platforms are essential for agile, insight-led GTM decisions.

• Build Agile Feedback Loops

Enable cross-functional teams to respond quickly to trends. Fast iteration improves campaign relevance and product-market fit.

• Ensure Legal and Operational Readiness

Comply with India’s Digital Personal Data Protection Act (DPDPA) by securing consent and anonymising data.
Partner with consultancies like LawCrust to manage data laws and integrate insights into GTM, supply chain, and marketing.
Train teams to build a culture that values responsible, data-driven decision-making.

Conclusion

In India’s competitive consumer goods landscape, a successful GTM strategy must be powered by tools that track consumer preferences. AI, CRM, DMS, social listening, and IoT are no longer optional they are essential.

With these tools, companies can launch faster, personalise better, and scale smarter. Backed by partners like LawCrust, leaders can ensure legal readiness while making the most of consumer data. This combination is key to sustained growth, market leadership, and deeper customer loyalty in 2025 and beyond.

About LawCrust

LawCrust Global Consulting Ltd. delivers cutting-edge Hybrid Consulting Solutions in Management, Finance, Technology, and Legal Consulting to ambitious businesses worldwide. Recognised for our cross-functional expertise and hybrid consulting approach, we empower startups, SMEs, and enterprises to scale efficiently, innovate boldly, and navigate complexity with confidence. Our services span key areas such as Investment Banking, Fundraising, Mergers & Acquisitions, Private Placement, and Debt Restructuring & Transformation, positioning us as a strategic partner for growth and resilience. With an integrated consulting model, fixed-cost engagements, and a virtual delivery framework, we make business transformation accessible, agile, and impactful.

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