What Is a Consumer Insight? Some Definitions.
Importantly, Why the Use of Insights Is Critical to Advertising Agency New Business.
Whatever you want to call it… a consumer insight, marketing insight, brand insight or research insight, the idea of developing Ah-Ha insights is a primary driver of brand and revenue growth. The Ah-Ha element is critical to creating a powerful consumer insight. This is true for advertising agency B2B new business gains as well. Opening a conversation with a prospective new client with an Ah-Ha insight will get their attention, will quickly begin to help them realize that you understand their market, create a marketing opportunity and that, yup, you are smart.
Appearing smart at the start of a new business conversation delivers the Holy Grail of prospective clients’ needs – BIG word coming… confidence.
I will be writing in the coming about the wonderful world of insights and – importantly – the tools to get you there. However, I thought that it might make a bit of sense to provide a quick list of various definitions of just want a consumer insight is. As I move forward, I’ll give you examples of insights that have driven business growth (like the MAN). I’ll highlight how I think and actually know how a consumer insight can help an advertising agency win new business. Even win the pitch in the first minute.
9 Consumer Insight Definitions
Oxford Dictionary
“The capacity to gain an accurate and deep intuitive understanding of a person or thing.”
Merriam Webster
1: The power or act of seeing into a situation: PENETRATION
2: The act or result of apprehending the inner nature of things or of seeing intuitively
McKinsey
“Insights into consumers and how they think can help companies spark innovation, uncover the most promising (though not always most intuitive) sources of growth, and develop or maintain successful products and brands.
Generating customer insights through qualitative research. Qualitative research helps bring customers to life. It illuminates their needs, their decision-making processes, and their reactions to companies and brands.”
