Brand strategy

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Insight and how to find one

Lesson 11 of 20 in Brand strategy.

How To Find Consumer Insights In Marketing? · Strategy Tips - Julian Cole
Lesson

An insight is a statement about people that is true, non-obvious, and useful. Most things presented as insights fail the second test. "People want convenience" is true and useless, because every competitor has already acted on it.

everyonebuys weeklybuys sometimesnever heard of youbehaviour splits a market · age mostly does not
One audience split by what people do, not by how old they are.
In a home kitchen a parent stirs a pot of stew while glancing at a nearly empty sand timer and a child tugs their sleeve, as a researcher sits watching on a stool in the corner.
A researcher sits in a family kitchen and watches a parent torn between cooking properly and running out of time. Tensions like this are found by watching, not by asking.
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  1. Question 1, locked

    A strategist presents "people value their time" as the insight behind a campaign. What is wrong with it?

    • It is not written in the customer's own words, so it is a hypothesis rather than an insight
    • It names a desire instead of a tension, and real insights only ever live in tensions
    • It came out of a survey, and surveys record what people say rather than what they do
    • Its opposite is absurd, so it could not be false. That makes it a fact about the human condition rather than something about a market.
  2. Question 2, locked

    Which of these words means this? “A true thing about people that the category is not acting on.”

    • Positioning
    • Insight
    • Brand
    • Decision log
  3. Question 3, locked

    Which of these words means this? “A true thing everybody already knows. Frequently sold as an insight.”

    • Uniqueness
    • Fame
    • Reason to believe
    • Observation

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