i nsight

Discovering & understanding what drives people’s behavior.
Sometimes, we force ourselves to look for ideas. Ideas are the needs we create for ourselves. So instead, we should seek people’s needs.

Consumer insight

It’s a consumer’s perception about an unsolved problem, an unmet need, an accurate understanding about consumer’s behavior that can be applied to unlock growth.

There are many definitions (or part of a definition). Mainly, it’s a fundamental truth about human emotion & behavior, which can be leveraged to solve a brand’s business issue.

Truth is usually boring (it’s known by everyone). What we look for is something that transcends the obvious.

It’s a new angle, a new way of thinking, something directional. In another word: a new approach.

A consumer insight is not a research, not an observation or a fact. It’s a “why” rather than only an observation about what people do or say. It’s explanatory.

The change

Insight drives a campaign. But what matters is not the insight itself, but it’s ability to change consumer’s minds and behavior, it’s the change, it’s what people do after the campaign.

To do so, it requires the adhesion of the audience. Then, people may change their behaviors.

The process of “finding an insight” usually starts with an observation, then there’s an insight, leading to a disruption (the change). It’s a discovery that changes the market conversation. It makes everything done before, “old fashion”.

An insight can also be any piece of information that change how we see the world, it’s useful because it allows to see new opportunities. It creates a new way of thinking.

An insight is a (be)cause & an effect. It has an effect, makes a change.

How to recognize it?

The subconscious does. It’s also when we recognise that we notice something.

Sometimes, we convince ourselves that an observation is an insight. But it is not. Usually, when we get a suitable insight, we know it. It’s a realization, a kind of epiphany.

An have found an insight when you no need to sale it. It speak for itself.

By the way, there’s no good or bad insight. It’s all about what makes an insight suitable to a given problem or not. An actionable insight has a clear tension on it. A marketable insight creates a reason for the brand to play a role in people’s life.

You will find them outside of the conventional.