Let’s rediscover consumer insight!
What can consumer insights do to help us?
Integrated in the marketing strategy, the Insight places the consumer at the centre of the reflection to position our brand, our offer or our innovation plan in such a way as to trigger a real interest among consumers by touching them at the heart of their motivations or frustrations: it is no longer enough to sell high-performance diapers for babies, but rather quiet nights for the whole family… nor to sell running shoes, but well-being…
Putting the consumer at the centre of the reflection through insights also means to show humility, acknowledging that our personal opinion is not necessarily representative, it can even be inaccurate, if not dangerous for our brand because….
…to move forward without insight is to ignore the consumer and his needs, to move forward in the dark, to develop a product or a brand without really knowing if there will be a demand, to rely on good fortune. At best, it is running the risk of making our brand a generic product in the long term, at worst, it is a risk of disappearing because it is more in tune with the market…..
What is a Consumer Insight?
Insight is probably one of the most misused marketing terms…
– An observation on consumer habits
– A numerical fact on attitudes and practices
– A consumer need
– A new idea
– A simple piece of information etc.
Going back to the roots is required, an insight does not answer to the question of “what?”, “how many?”, ” or ” how? “but rather to the question of “Why?“, I would describe an insight as:
“An expression of the sometimes unconscious motivations and frustrations that drive our actions”
A true Insight goes beyond the obvious to reach a kind of fundamental truth, the one precisely experienced or felt by the consumer. A good insight reveals a latent tension or desire and touches the emotions.
How to discover an insight?
The search for insight requires an in-depth understanding of the consumer: his expectations and the reasons that drive him in this direction, the emotions related to his needs, to the category.
So you have to get to know the consumer, so…you observe, you listen, you measure… the key is to synthesize and interpret all this to move from a simple piece of information to a real insight – to go beyond the obvious.