We often read that a good insight is a consumer word whose statement arouses spontaneous support and the feeling of evidence finally revealed by a formula that sees the truth. If a good insight causes at least this effect, we cannot be satisfied with this rather vague definition, particularly if we wish to manage insights. We worked to provide some systematic elements of insight to try to understand this “marketing insight” object as methodically as possible to get out of the “fog”.
Pyrite is a shiny metal that has the appearance of gold. This iron disulfide was the object of desire of many gold prospectors during the conquest of the West and subsequently consumed them with despair. “Fool’s gold” they said, a worthless stone. If an insight were limited to a phrase that shines, it would offer no guarantee of potential. This is why a methodical approach to consumer insight is essential.
The observation of real ambiguities
Marketing studies have focused on measuring and explaining a large number of phenomena. Whether objective, behavioral and factual dimensions or subjective, attitudinal or projective elements, we have always been able to find one or more methodological approaches to define standards. Apparently relatively conceptual dimensions such as brand equity have been able to find different models with real internal coherence and an ability to be exposed to measurement and to describe and evaluate as best as possible the subject to be studied and managed.
The field of marketing insights still appears to be lagging behind such an attempt at a truly organized approach. However, this is a rather paradoxical observation, as the notion of marketing insight is increasingly at the absolute center of the concerns of all innovative companies. We thus see a number of positions of consumer insight managers within companies without these same companies having an articulated approach to what a marketing insight is.
You can't manage without measuring, and what is measured gets done. Measurement is the antidote to ambiguity; it forces you to impose clarity on vague concepts and to take action",
Anders Wester, Vice President Tetra Pak Group. If insights are at the center of companies' innovation strategies, they cannot be an exception to this maxim.
Many definitions of marketing insights remain extremely vague. We tend to define a good insight by the business results that it will ultimately achieve. A good insight would be brilliant consumer observation which will ultimately allow the brand to create an innovative offer offering new commercial opportunities. Yes, of course, but this definition is tautological to say the least, because it only qualifies a good or bad insight a posteriori. How can you secure your innovation and product positioning process further upstream?
Insight must be the expression of tension
If we accept the idea that intuition is necessary but not sufficient to evaluate an insight, we must give ourselves a minimum framework for defining what an insight is. The insight must in its statement reveal a tension whose resolution offers potential. We have given a fairly structured definition of insight, which you will quickly review, insight is made up of three terms:
Insight is therefore not the only expression inspired by a need or a motivation, but rather by a dilemma between a motivation and a tension (partially fulfilled desire or frustration), both clearly identified.
Better management and use of insights is the whole meaning of the work that we carry out for companies in all sectors who wanted to make decisions on the direction of their R&D as soon as possible or even find the right positions, based on the right insights, for products already designed. This approach therefore aims to support both R&D choices and advertising copies.