WHAT’S AN INSIGHT
We can define the term insight as the motivational force behind one’s actions, thoughts or behaviours. In a marketing context, an insight is the intersection between the interests of the consumer and the features of a brand. We can say that the main purpose of an insight is to understand why the consumer cares for the brand. The objective is to get to know the motivations, desires, aspirations or moods that trigger the consumer actions.
THINGS HAVE CHANGED
It is clear that a lot of things have recently changed in terms of publicity and communication. If we look back to that moment in which it only existed one television channel and only one newspaper, it is obvious that it was much more easy to reach the audience. Every single person watching television was reached by a message shared there.
In a few decades things have changed a lot. Nowadays there are hundreds of television channels. And we also need to have into account that there are also new platforms, like Netflix, that allow people watching what they want whenever they want.
Keeping this in mind, it is evident that the marketing environment is now a lot more complicated and that old simple strategies don’t work anymore. In this new context, companies have begun to concern about consumer insights.
Insights have become very important for companies because while traditional forms of marketing research only used to involve gathering mounts of facts and statistics to look for generalities or trends, nowadays consumer insights research gets under the skin and inside the consumer’s head to find the real motivation of a purchase, to understand what happened, and to project what could occur in the future. So by working with insights, the consumer doesn’t feel anymore like a typical consumer but he starts to feel like he has been invited into the room in which decisions are being made.
FROM PUSH TO PULL
It is very important for brands now to take into account consumer insights in order to work with effective strategies. This involves the way of presenting a product to the buying public but also its development and every step of the process.
Traditionally, we can say that consumers were almost treated like children. First, the company developed a product and then spent millions of dollars on mass marketing to push it out to consumers, telling them, which their needs were, and what they needed to consume. In a world like the one we are living in today, this type of communication doesn’t work anymore. People is exposed every day to millions of ads, and we are not listening to what brands are telling us any longer. For this reason, we have to know that roles have changed, and that now, more than ever, companies need to be the ones that listen to purchasers. They need to know exactly what they want and what they are asking for, in order to get them.
In this context, consumer insights provide understanding that leads to marketing on a more direct and personal level. They can help finding a problem that the company can solve. Once a brand knows why customers do certain things in a certain way, it will be much easier to establish and build long-term relationships with them.