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Insight encourages ordinary consumers to become fans of a product, which they then sell to their friends and acquaintances.
You've probably seen the dishwasher commercial where every holiday - wedding, birthday, Christmas - is marred by dirty dishes. The company noticed the problem and ran an advertising campaign, which made people want to buy a dishwasher right away. This is insight - an understanding of the unmet need of the target audience. In this article we will tell how and where to find unobvious knowledge, which will help to reach clients. Let’s figure it out together with an essay writer from wowessays Max Rasmussen.
The strongest insights in marketing are based on
- The commonality of people - who am I and where do I live? What do I like? What are my needs and problems?
- Product consumption - how does the product help solve my problems?
- Relationship with the company - am I just buying the product or do I like the brand itself?
Let's look at 5 ways to find insight
Observation of the audience
In order to see people's non-obvious needs, you need to study their behavior. This can be done from within - for example, by joining a community of soccer fans. Or become an outside observer and watch from the outside, how spectators move around the stadium, what they buy, and where they stay the longest.
Digital monitoring
You can also study people's behavior in the Internet space - in chat rooms, communities, and forums, in which people write their opinions and exchange advice. If you can get into a group, you can learn about people's deep needs that they would be unlikely to share with you in a regular interview.
In-Depth Interviewing
This type of interview yields good results if you use projective techniques. That is, do not ask the person direct questions, but ask him to evaluate different situations, analyze pictures and tell how he would behave in this or that case. People do not want to talk about what is troubling, while this technique helps to look at the problem from the outside. I have some case study examples for students, so it’s a lot of useful material.
Research elaboration
Our generation is united by the same culture: we watched the same cartoons when we were children, read the same books, now we discuss similar problems in chat rooms and recommend each other soap operas. By studying people's hobbies and tastes, you can discover the cultural code - that's where a lot of insights are found.
By practicing insights, not only can you quickly find your way to a consumer's heart, but you'll also be useful to the community.
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