Did you know that the relationship with the customers of a service, a product or a brand can go beyond a mere commercial transaction? Yes, but to achieve this, a concept called insight appears , which helps us to understand the emotional factor that helps to link our brand with our customers and the general public. Previously, brands only focused on selling products, that is, being product providers, but now, they have become providers of more human experiences for customers. For this reason, insights allow you to obtain a closer view of the reality of how the target audience perceives your brand, how it emotionally influences them and how they behave in the face of the diverse offering that exists.
Insights are key in marketing strategies . In germany business fax list this article, we tell you what they are, what their characteristics are, and the steps to take to define an insight in marketing and thus reach more and better customers.
What is an insight?
If we want to define it in a general way, the term insight is translated from English as understanding, knowledge or perception. Based on this, in marketing, it is a way of referring to the emotional or sentimental link and the consumer's behavior towards your product, service or brand and, in this way, managing to identify what the public wants from your entity.
Insight can also be defined as any relationship between intangible aspects between a company and a consumer. This way, your company's work team can focus marketing strategies and sales efforts on a specific objective, such as turning your product or service into a complete experience, generating opportunities for loyalty and word-of-mouth recommendations.
Insight Features
You need to know that for an insight to understand and express the conscious and unconscious needs of clients, intense work is required, hence a lot of dedication, observation, some intuition and effort is needed.
Some characteristics of insight in marketing are:
They meet the real needs of consumers: they are not only a springboard for success for the business, they also provide added value for the user.
Connect a consumer with a product that creates an emotional connection: If an insight is well crafted, it creates an intimate and personal bond with the consumer, making it an important element of their daily life.
They are an anthropological and psychological vision of consumption, since they seek to understand the world of the consumer and highlight some aspects of it.
Steps to follow to define an insight in marketing
To define an insight , you first need to have a good creative and innovation team, but it is also necessary to:
Establish the context: The first thing to do is to identify how individuals currently behave with a product or service similar to the one we want to promote. We must know their perception, the reasons for both acceptance and rejection, and mainly what they seek to satisfy with it.
Show the existing conflict: When the existing barriers with the product have been identified, it can be shown that the brand is aware of these tensions and conflicts, and reflect on how they can be resolved.