Consumer, customer, partner, patient and perhaps soon citizen insight occupies a central place in the discourse of R&D innovation, marketing and communication.
This place in the discourse nevertheless sometimes masks a certain imprecision and, what is more detrimental, an element of confusion. We tend to consider any inspiring signal as an “insight”. As all that glitters is not gold, insight must be both inspiring and articulate, carrying deep meaning.
InsightQuestsupports different types of businesses (from innovative SMEs to large international organizations) to make the most of consumer insights.
Let’s talk about the inspiring signals that can fuel insights.
The sources of inspiration within companies are particularly numerous and come from a large number of sources: qualitative or quantitative studies, observations of behavior, press reviews, feedback from distribution channels, social listening, foresight, etc.
It is from the intersection of these different sources that an insight can emerge to understand a given consumer issue. It is essential not to confuse the inspiring signal (which is the basic material) and consumer insight which, in marketing, is the result of a precise understanding of a consumer issue.
Find out here the different types of insights, how to extract them and how to write them: