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


When it comes to consumer packaged goods there are few better ways to gain insight into the purchasing process than going on an actual shopping trip with the consumer. We use HD video to bring back insights from the field. Our cameras for this purpose are small and non-intrusive and our audio is gathered separately using hidden microphones and small audio recorders. The audio and video is then synchronized back at home base and the videos edited into short clips which we later present in the debrief.

Sometimes it helps to show the team how the findings were actually attained — straight from the consumer’s mouth, so to speak.


Ethnography is a scientific research strategy often used in the field of social sciences, particularly in anthropology and in some branches of sociology, also known as part of historical science that studies people, ethnic groups and other ethnic formations, their ethnogenesis, composition, resettlement, social welfare characteristics, as well as their material and spiritual culture. It is often employed for gathering empirical data on human societies and cultures. Data collection is often done through participant observation, interviews, questionnaires, etc. Ethnography aims to describe the nature of those who are studied (i.e. to describe a people, an ethnos) through writing. In the biological sciences, this type of study might be called a “field study” or a “case report,” both of which are used as common synonyms for “ethnography”.

Beginning in the 1960s and 70s, ethnographic research methods began to be widely employed by communication scholars. Studies such as Gerry Philipsen’s analysis of cultural communication strategies in a blue-collar, working class neighborhood on the south side of Chicago, Speaking ‘Like a Man’ in Teamsterville, paved the way for the expansion of ethnographic research in the study of communication.

Scholars of communication studies use ethnographic research methods to analyze communication behaviors, seeking to answer the “why” and “how come” questions of human communication. Often this type of research results in a case study or field study such as an analysis of speech patterns at a protest rally or the way firemen communicate during “down time” at a fire station. Like anthropology scholars, communication scholars often immerse themselves, participate in and/or directly observe the particular wikt:social group being studied.