Need-State Mapping
What are the biggest needs, pain points, and emerging themes in this category?
For CPG insights and category teams
Consumer & market insights grounded in millions of real consumer signals
Simporter Insights turns social conversations, e-commerce reviews, and product data into structured category intelligence: every datapoint labeled by topic, need, pain point, and persona, every metric traceable to the consumer comments behind it.
Trusted by CPG insights and category teams
The problem
Consumer insights are too slow, fragmented, and hard to trace
Weeks of wait
Teams wait weeks for agency decks — while category questions come daily.
Volume, not needs
Social listening tools show mention volume, but not decision-ready consumer needs.
Analyzed separately
E-commerce reviews, social comments, and product data are usually analyzed separately, in separate tools.
Ungrounded AI
Generic AI summaries are not grounded in category-specific taxonomies or source-linked evidence.
What Insights does
Explore, ask, verify, and share category insights
Track category patterns in dashboards, ask Colton business questions, investigate the underlying consumer evidence, and share decision-ready reports.
C
AIAlina IgnaciukSimporter
Insights Dashboard
ReportsTopicsNeeds
All filters ▾
Brand ▾
Product ▾
RANKNAMETOPICBENEFITS ⓘ
1Effective / WorksHealthBenefits
2Pleasant ScentScentBenefits
3SmoothTextureBenefits
4Body WashProduct TypeProd. Type
5Greasy / OilyTexturePain Points
6BottlePackagingPack Format
Show 10 ▾ rows1–6 of 24‹ 1 2 3 ›
Dashboards
Track topics, needs and category trends across brands, products, audiences and time periods.
C
CColton Insights
Which cleaning pain points matter most to school custodians and educators?
C
Based on 1,204 reviews and 412 social posts, custodians and educators most often mention issues with cleaning effectiveness, safety, and time-consuming tasks.
Top Cleaning Pain PointsShare of Voice (%) ⓘ
All Sources ▾01530456075
Share of Voice (%)
Key Insights
Smell and safety concerns lead the conversation.
Time-consuming tasks are a major friction point.
Demand for gentle, effective solutions keeps rising.
Ask anything…↑
Colton Insights Agent
Ask business questions in plain language and receive structured answers with charts, evidence and citations.
C
AIAlina IgnaciukSimporter
Deep Dive
Brand
Product
Vertical
Persona
Search topics, reviews or keywords...
Effective in grabbing dustCleaning Performance
875mentionsI use it every day in our salonOperational Efficiency
645mentionsLeaves a pleasant, clean scentExperience & Usability
745mentionsGentle on skin and surfacesHuman Health & Safety
725mentionsGood value for moneyCost & Value
430mentionsLoad more ▾
Cleaning Performance
Effective in grabbing dust
Consumers highlight strong dust and dirt removal, especially on hair, shelves, and high-touch surfaces.
1,248Mentions
68%Share of Voice
0.83Sentiment Score
Top reviews
★★★★½
Great at picking up dust and pet hair. Cleans well and the surface is left.
Jessica M. · Verified Purchase · Apr 26, 2025 · Amazon★★★★★
Perfect for quick cleanups around the house. Gets all the dust without spreading it.
David R. · Verified Purchase · Mar 29, 2025 · Walmart★★★★½
Useful on shelves and furniture, works really well. Doesn't leave a residue.
Sarah L. · Verified Purchase · Mar 18, 2025 · TargetView all reviews ›
Deep Dive
Explore the consumer reviews and social posts behind every metric, topic and insight.
C
AIAlina IgnaciukSimporter
ReportsTopicsNeedsDeep Dive
US Professional Cleaning Category InsightsApr 3, 2026 · PDF · 3.5 MB
US Professional Cleaning Category InsightsQ1 2026 · All Channels
Executive Summary
Professional cleaning conversations continue to be driven by functional outcomes, with performance and operational efficiency capturing the majority of share of voice. Disinfection & Hygiene and Human Health & Safety are gaining momentum, reflecting heightened expectations for health-protective outcomes. Cost & Value discussions are rising, signaling economic pressure across buyers.
Key Topics Share of Voice, By Period
TopicLast 24 moLast 12 moLast 6 moΔ (6m vs 24m)
Cleaning Performance34.2%31.4%29.7%-4.5pp
Operational Efficiency28.8%27.9%27.9%-0.9pp
Convenience19.1%18.8%18.8%-0.3pp
Air Quality17.2%16.5%16.4%-0.8pp
Cost & Value13.7%14.4%14.2%+0.5pp
Disinfection & Hygiene12.7%12.9%14.7%+2.0pp
Low SoVHigh SoV
Reports
Generate decision-ready category reports for teams, stakeholders and senior leadership.
Data sources
Social media + e-commerce + community signal, at category scale
Unified into one labeled data cube for your category — structured by topic, need, benefit, pain point, sentiment, persona, vertical, brand, and product.
Social media
TikTok, Reddit, Instagram, YouTube — posts and the comments beneath them.
E-commerce
Amazon, Walmart, Target, Sephora, iHerb, Office Depot — reviews, descriptions, attributes.
a
SEPHORA
iHerb
Office
Depot
Depot
Communities
Forums and category-specific communities where buyers actually talk.
Quora
mumsnet
FORUMS
Reviews
Posts
Comments
Descriptions
Attributes
Topic
Need
Benefit
Pain Point
Sentiment
Persona
Vertical
Brand
Product
140+
sources per category
one labeled data cube
one labeled data cube
Dashboards
Colton
Deep Dive
Reports
Multimodal signals
The full consumer signal—
The full consumer signal—
across text, images, and video
Simporter processes content from e-commerce and social media sources to capture written, visual, and spoken consumer signals—turning reviews, product images, and videos into structured category intelligence.
Text
Review snippets
A
★★★★★
Great quality and super comfortable. Runs a bit small though.
M
★★★★☆
Love the material and fit! Wish it came in more colors.
S
★★★★☆
Fast shipping and amazing customer service.
Sources
Reviews
Captions
Comments
Product descriptions
Claims & attributes
Topics
Sentiment
Claims
Attributes
We extract topics, needs, pain points, benefits, claims, and sentiment from written content.
Images
J
jenna.skin2d
natural ingredients
clean packaging
glow / radiance
2,418 likes
Social posts
Product visuals
People
Usage context
Text on images
We analyze social media post images to identify products, people, usage occasions, visual context, packaging, claims, and text embedded in images.
Video
Great for sensitive skin and absorbs quickly.
0:12 / 1:23
Speech
On-screen text
Product demos
Visual context
Usage moments
We process spoken content, on-screen text, demonstrations, and visual context from videos.
Topics
Needs
Benefits
Pain Points
Sentiment
Claims
Persona
Context
How It Works
From scattered consumer signals to structured category intelligence
Simporter Insights AI continuously collects and processes category-relevant data from social media and e-commerce platforms. The data is regularly updated, cleaned, and labeled across business dimensions, turning raw signals into structured insights teams can use for category strategy, product innovation, marketing, and sales.
Continuous consumer intelligence pipeline
Collect & Update
Gather and regularly refresh posts, comments, listings, descriptions, ratings, and reviews from social and e-commerce sources.
TikTok
Reviews
Reddit
Amazon
Walmart
Carrefour
Clean
Remove noise, duplicates, irrelevant content, and low-quality records to improve signal quality.
✓
✗
✓
✗
Label
Classify across business dimensions: persona, topic, brand, sentiment, benefit, pain point, product attribute.
Structure
Transform raw text into organized datasets teams can explore by category, segment, brand, and time period.
Dashboard path
Conversational path
Explore the Dashboard
Navigate dashboards to explore topics, needs, pain points, personas, brands, and trends through filters, tables, and visualizations.
US ⌄Skincare ⌄12M ⌄
Sustainable Packaging29.1%+3.3%
Plant-Based Formulas55.0%+8.5%
Mood & Wellbeing47.5%+3.8%
Quick Application22.2%−0.7%
AI Agent
Ask Colton
Use Colton Insights Agent to ask business questions in plain language and receive structured answers from the data.
Compare the top 10 pain points for educators and custodians in the schools vertical.
Custodians focus on labor-intensive cleaning tasks, while educators are more affected by health, safety, and sensory concerns.
Pain pointEduCus
Manual scrubbing3.0%14.1%
Flu & outbreaks12.9%2.7%
Overpowering smell11.6%3.0%
Act
Turn insights into better decisions for category strategy, product innovation, marketing, and sales.
PlanCategory Strategy
ConceptProduct Innovation
MessagingMarketing Claims
StorySales Narratives
Colton Insights Agent
Your AI insights partner for category decisions
Colton combines Simporter's labeled consumer data, consumer insights methodology, and project context to answer business questions, uncover opportunities, and deliver evidence-backed recommendations.
Grounded in your category data
Direct access to Simporter's labeled data cube including reviews, social conversations, product descriptions, topics, needs, personas, verticals, and metrics.
Built with consumer insights expertise
Knows our taxonomies, metric formulas, and proven methodologies to analyze, interpret, and prioritize what matters.
Keeps your project context
Conversations stay connected within your project so Colton understands your objective, category, market, and prior analysis.
Conversational by design
Ask in plain language, refine with follow-ups, and get summaries, comparisons, tables, charts, and citations in seconds.
Every Colton answer can include
What was analyzed
Scope, filters, and data selection
Key findings
Ranked insights and highlights
Tables & charts
Comparisons, trends, and visual summaries
Source citations
Links to the actual reviews and posts
Export & share
Save, export, or share with your team
Product walkthrough
See Simporter Insights in action
Watch how teams move from dashboard exploration to AI-assisted analysis — from identifying top consumer needs to comparing personas, verticals, and product opportunities.
Watch the 33-second product walkthrough
Use cases
Built for real CPG business questions
Every team gets to the answer the same way: pick the question that matches their stake in the category, then explore the underlying signals.
Innovation Opportunity
Which unmet needs are growing, underserved, or linked to low sentiment?
Attribute Intelligence
Which formats, claims, scents, ingredients, or benefits drive sentiment?
Consumer Segments Analysis
How do consumer needs differ by persona, vertical, or usage context?
Competitive Intelligence
Which product benefits and claims are crowded, growing, or underdeveloped?
Messaging & Positioning
What are the biggest needs, pain points, benefits, and emerging themes in this category?
Role-based value
Value for every team using consumer intelligence
Consumer Insights
Turn fragmented consumer conversations into structured evidence teams can explore and act on.
- Identify emerging needs and attributes
- Answer business questions with Colton
Innovation
Find unmet needs and opportunity spaces before deciding where to invest in new products.
- Discover white-space opportunities
- Build stronger innovation briefs
Brand & Marketing
Understand how consumers describe products, benefits, experiences, and brands in their own language.
- Sharpen positioning and messaging
- Track changing category conversations
R&D
Translate consumer demand signals into clearer product, ingredient, and format priorities.
- Prioritize desired attributes
- Connect development choices to demand
Category & Portfolio
Understand category structure, portfolio gaps, and competitive context through one view of demand.
- Compare brands and demand spaces
- Identify portfolio opportunities
Leadership
Access concise, evidence-backed category insight without reviewing multiple reports and data sources.
- Align teams around the consumer
- Focus investment on stronger opportunities
Ready to turn this opportunity into product ideas?
Concepts takes the needs, pain points, and white spaces you find here and turns them into structured, evidence-backed product concepts — ready to refine and forecast.
FAQ
Frequently asked questions
Which data sources are included?
Social platforms (YouTube, TikTok, Reddit, Instagram), e-commerce retailers (Amazon, Walmart, Target, and category-relevant others), and category-specific communities — 140+ sources in a typical category set-up.
How often is the data updated?
A new category is typically fully set up in 1 week, with ongoing data refreshes.
Can I filter by my business dimensions?
Yes — brand, product, vertical, persona, area, topic, sub-topic, and time period, with configurable metric columns (mentions, SoV, ΔSoV, e-com SoV, engagement, sentiment).
Is the taxonomy customizable?
Yes. The ontology is built per category and can include client-specific labels — e.g., facility types, user personas, and purchase drivers in professional cleaning.
What is Colton?
An AI insights agent grounded in your category's labeled dataset. It queries the data, calculates metrics, and writes the answer — with citations to the underlying reviews and posts. It does not answer from a general web index.
How is this different from generic AI tools?
Generic AI tools generate answers from general knowledge or public web data. Simporter Insights runs on category-specific, cleaned, structured, and AI-labeled datasets built for your category and market. Colton queries that actual data — and explains the source of every answer, down to the individual reviews and posts it used.
What data can Colton access?
E-commerce reviews, product descriptions, social posts and comments, category-specific forums, the cleaned and AI-labeled datasets built for your category, and the metrics on top of them (mentions, sentiment, share of voice, trends) — always within your subscription's category, market, and timeframe scope.
Can you cover my category?
Simporter serves Food, Beverages, Beauty & Personal Care, Home Cleaning, Professional Cleaning, Home Appliances, and other CPG/FMCG categories. New categories are set up with their own ontology and sources.
On your category
Explore Insights on your category
Tell us your category and markets. We'll show you the ontology, the dashboards, and Colton answering your team's real questions.