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What is an insight?
An insight is a sudden understanding or realization that allows one to solve a complex problem. It arises in a person's mind unconsciously and often cannot be explained logically. This typically happens when we have been trying to figure out a specific question for a long time, trying various approaches, but cannot arrive at an answer.
Our brain seeks to close unresolved questions. Even if we temporarily set them aside, it continues to unconsciously search for solutions and may ultimately generate an insight. This process is interesting and important, as it is in moments of unexpected clarity that we can find new ideas and approaches to problem-solving.
Consumer insight
In marketing, there is a special type of insight known as consumer insight. It is based on audience research and identifying the needs of potential customers. Marketers strive to understand how their company can meet these needs by creating unique offerings.
Consumer insight is the awareness of an unresolved "pain" within the target audience that can be leveraged to build an effective brand proposition. For example, if a company plans to launch premium dog beds but faces high competition and a lack of understanding of the target audience, it should pay attention to the real problems of pet owners. Many of them complain that their dogs want to sleep with them, but this causes discomfort and can negatively affect sleep quality.
Examples of successful insights
Marketers can turn this "pain" to their advantage by offering premium dog beds in the form of small beds for dogs. This solution will be convenient for both pets and their owners, who can avoid guilt when refusing their beloved pets a shared sleep.
One vivid example of a successful insight is Nike's slogan — "Just Do It." In 1988, they released a commercial featuring an 80-year-old man running. The idea was that if he could do it, then other people could too. This ad worked with the stereotype that one needs to have excellent health and physical fitness to engage in sports. As a result, Nike managed to emerge from a crisis and increase sales by 30%.
What is not an insight?
When creating insights, it is important to understand that not all observations can be considered insights. For example, obvious statements such as "Everyone wants to be healthy" or "People love tasty food" do not fit this category. Vague ideas and loud slogans that may alienate customers, such as "Only fools are late," also do not work.
The best insights arise from stereotypes that prevent people from being in harmony with themselves and feeling societal pressure. Therefore, it is vital to seek approaches that will be relevant and meaningful to the target audience in order to create a powerful and effective offering.