Marketing
Pat Conroy, points out that an insight is a statement based on a deep understanding of your target consumers' attitudes and beliefs, which connect at an emotional level with your consumer, provoking a clear response (This brand understands me! That is exactly how I feel! — even if they've never thought about it quite like that) which, when leveraged, has the power to change consumer behavior. Insights must affect a change in consumer behavior that benefits your brand, leading to the achievement of the marketing objective.
Insights can be based on:
- Real or perceived weakness to be exploited in competitive product performance or value
- Attitudinal or perceived barrier in the minds of consumers, regarding your brand
- Untapped or compelling belief or practice
Insights are most effective when they are/do one of the following:
- Unexpected
- Create a disequilibrium
- Change momentum
- Exploited via a benefit or point of difference that your brand can deliver
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