The next time someone offers “consumer insights,” consider this definition recently provided by Helen Edwards:
“Consumer Insight: a revelatory breakthrough in your understanding of people’s lives that directs you to new ways in which to serve your customers better.”
Is a new cut of the same demographics an insight? Probably not. You’ll likely target more people who fit that category.
Is a new look at the time of day most people respond an insight? Closer, but not really. You’ll likely hit them at that time more often. And they’ll eventually tune you out.
What about knowing why they were motivated to act – is that an insight? Absolutely. Connecting to the consumer’s motivations through creative, messaging and delivery, you’re speaking to them on a personal level. You’re building a relationship, not just a transaction.
Just something to think about the next time you are looking for insights that will positively impact results.
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