An insight is a revelation about consumers that discovers their real needs, thoughts, behaviors, and feelings. Insights are created through deep investigation using observation, intuition, and deductive reasoning. To identify an insight, marketers must watch consumers, listen to what they think and want, investigate behavior patterns and habits, and put themselves in the consumer's shoes to understand their perspective. A good example is Dove's "Real Women, Real Curves" campaign which gained insight into women's self-image by thinking from their perspective.

1. INSIGHTS
JANORY P. TUTICA, MBA

3. WHATS AN
INSIGHT?
The insight is what
discovers things about
you that you had not
even stopped to think
about.
In the world of advertising, finding good insights is
vital to the success of campaigns. An insight is a
true revelation of the consumer. Find out why your
target think what they think, behave as they behave
and feel what they feel. And work on it to respond
to real needs.

4. Insights are created from a
very deep investigation
based on observation,
intuition, introspection and
the deduction of several
issues.
WHAT IS AN INSIGHT?

5. CONSUMER
INSIGHT
• “An insight is an
understanding of the real
needs expressed and not
expressed by clients.”
• “A needs and desires
approach”.
• “Value or belief that triggers
the conduct of purchase and
consumption”.
• “Detect what is in the mind
and in the heart of the
client”.
• “It is a new business
perspective regarding the
symbolic relationship
established between a brand
and its potential consumer”.
HOW TO ENTER
CONSUMER’S MIND?

7. HOW TO
IDENTIFY AN
INSIGHT?

8. Watch
It is essential that you
observe all their steps
to be present at the
moment in which they
manifest an answer
towards your brand.
HOW TO IDENTIFY AN INSIGHT?
Listen
Be immersed in
information about what
your target thinks about
you and what they
really want.

9. Investigate
You can get a pattern
of behavior of your
customers and
information on
consumer habits and
tastes.
HOW TO IDENTIFY AN INSIGHT?
Put yourself in client’s
place
·What would you do if you were
a typical user?
·What would I like?
·What I need?
·How could they solve my life?
·What do I expect from that
particular brand?

10. DOVE, “REAL WOMEN, REAL CURVES”
AS YOU SEE,
SOMETIMES TO
FIND AN INSIGHT
YOU MUST THINK
FROM ANOTHER
PERSPECTIVE.