“What is an insight?” This question that has caused many a marketer confusion, which is unfortunate because insights can be powerful tools for sparking better ideas and more resonant creative work.
An insight provides a timely, relevant and novel perspective on data, beliefs, trends and patterns. It is both analytical and empathic.
In marketing, insights typically connect to customers and the world they live in as it relates to your brand and industry.
Personal care brand, Dove, is famous for reinvigorating its brand in the early 2000s in ways that affect it to this day. Through research on women’s habits and perceptions around beauty, the team came to the insight that most women do not consider themselves to be beautiful.
This surprising realization became a platform from which to rethink the role of marketing in how women view themselves and led to the development of the “Real Beauty” campaign, which still runs today.
Insights make us think, challenge our assumptions, and alter our perspective. They often spark surprising and innovative ideas that are also relevant to the project at hand and give us a means for defending our work - ideas that don’t address the insight don’t get developed.
We use insights to guide our marketing efforts and aim to craft them for all the projects we make briefs for. We highly recommend exploring insights as a way to reinvigorate your creative process and generate stronger, more culturally resonant ideas.
In future posts, we’ll dig into how we develop insights.