Consumer Insights

An insight begins with a deep understanding of your target consumers’ attitudes and beliefs, and how those beliefs connect with them at an emotional level.

The best marketers know that great marketing begins with valuable consumer insight. We know that how you obtain this insight is even more important. Our trained experts use only the best qualitative and ethnographic techniques which put the participants at ease deliver compelling, convincing and honest insight.

An insight is a deep understanding of your target consumers’ attitudes and beliefs, and how those beliefs connect with them at an emotional level. When used properly insights will provoke a clear response – one which has the power to change consumer behavior and creates long-term brand fanatics. 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:

  1. Real or perceived weakness to be exploited in competitive product performance or value
  2. Attitudinal or perceived barrier in the minds of consumers, regarding your brand
  3. Untapped or compelling belief or practice

Insights are most effective when they are/do one of the following:

  1. Unexpected
  2. Create a disequilibrium
  3. Change momentum
  4. Exploited via a benefit or point of difference that your brand can deliver