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HomeBlogWhat is an insight?
By Estela Viñarás
An Insight is a key idea that reveals something deep about consumers, such as their needs, motivations or behaviors, to guide strategies.
Insight is nothing less than the Holy Grail for marketers. It is the fundamental truth that allows us to truly understand our customers, guides the design and innovation process, informs us of the steps to follow and tells us how to create value.
But despite this, very few are able to give a definition of insight straight away. Despite being a star term in advertising and marketing , it is also one of the most elusive. And this confusion means that the trees prevent us from seeing the forest and we cannot take advantage of the full potential of marketing insights.
So, let's get to work! We're hr directors email list going to see what an insight is and what it isn't, and what are the keys to making sure you don't miss a single one.
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What is an insight
What is an insight?, you ask, staring into my pupil with your blue pupil...
Jokes aside, the truth is that there are almost as many definitions of insight as there are marketing theorists. Literally, insight is "vision" in Spanish. It is the key that helps us find a solution to a problem, or that truth about the client that not even the client knows, or an innate behavior that we are not aware of doing...
But beyond looking for the perfect definition, what interests us is to see its potential impact on our brand : does it really help us to change our marketing? According to this criterion, we can say that insights meet the following characteristics:
They uncover a fundamental truth about potential customer behavior.
They give us a new way of seeing the world, which makes us re-examine existing conventions and question whether they are useful.
They are an observation of people's actions that make us see consumers from a different perspective.
They reveal the hidden motivations behind people's actions.
They are applicable to our marketing, either to increase demand for an existing product or to justify the launch of a new one.