Sales success depends on many factors. One of the most important is getting to know the customers in-depth, especially the detailed knowledge of their needs. When talking about the needs of consumers, one cannot fail to mention the concept of insight marketing. What is insight marketing? And how to apply it?
Insight marketing - what is behind this mysterious concept?
An entrepreneur who wants to achieve sales goals and be successful in the market must see the needs of customers - get into their heads and understand their expectations. Defining and using these needs is called insight marketing. Insights are crucial in marketing activities. Without them, it is impossible to create effective marketing strategies and advertising campaigns and create strong brands that evoke specific emotions, trust and loyalty.
Today, in the age of enormous competition, building a market advantage more than ever requires an in-depth look at the customer from the other side, i.e. putting his needs and emotions first. The insight approach to marketing makes it easier to create accurate value propositions. Thanks to this, the company can effectively reach the awareness of recipients, thus achieving sales goals and creating an advantage over the competition.
Consumer insight in theory
Consumer insight it is not a catchy slogan, concept, marketing theory, loose association or the effect of a creative team brainstorming. This is a specialized method aimed at discovering the reason for purchasing a specific product. It is a way of learning about consumers' motivations, that is, all the factors that made them act - in this case, purchase.
The very word "insight" literally translates to "insight, intuition". Loosely, it can be defined as the ability to understand people, certain contexts and situations. It is observing and making observations which - in the case of insight marketing - make it easier marketing planning.
Consumer insights can be divided into strategic and communication ones. Strategic insights are the basis for creating new products or services in order to fill a certain market niche, meet unmet needs or not fully meet them. On the other hand, communication is used in creating advertisements and marketing communication. In insight marketing, they usually come in the form of emotions, beliefs, expectations or truths about someone or someone.
Features of good insight
The classic theory of consumer insight reduces its features to four "Rs": reality, relevance, resonates, reaction. In practice, this means that the consumer insight:
- must be consumer truth, i.e. it should be established in reality, result from facts (reality),
- must be true in the context of its category, adequate to the problem (relevance),
- should change the perception of a given thing, which means that it should interact, provoke a certain reaction (resonates),
- must cause a willingness to act.
Among the less important features of good consumer insight are:
- importance, strength of the motivator,
- popularity - the best insights are neither very specific, i.e. legible only to a narrow group of recipients, nor overly common, i.e. logical for everyone,
- directness - cannot be metaphorical, illusory,
- credibility - they should inspire confidence,
- acceptable - should not provoke polemics, they must be indisputable.
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Insight marketing - examples
Nothing explains the characteristics of consumer insights (or the idea of insight marketing) better than examples from the contemporary market.
One of the most popular advertising slogans is undoubtedly "You are not yourself when you are hungry" promoted by the Snickers brand. The company in its marketing activities refers to the feeling of hunger, which causes anger and irritation in many of us. The use of this unpleasant state as an advertising slogan and insight brought excellent results.
A perfect example is the Foxy company, one of the leading manufacturers of toilet paper and paper towels. Sometimes the paper or towel runs out at the worst time. The producer used this knowledge and created longer rolls, effectively emphasizing this fact in their advertising messages.
Insight marketing in practice, i.e. where to look for consumer insights
Knowing why a consumer reaches for a given product or service is invaluable. It is the basis of the marketing activities of conscious entrepreneurs. Entrepreneurs who want to easily achieve their business goals and be successful in the market. If you want to belong to this group, you need to know the consumer insights that govern your target group.
Accurate recognition of customer needs is a real art. It requires very active, comprehensive observation marketing environment and behavior and consumer trends, full of commitment and an open mind. How do you know what consumers want?
Insight marketing uses:
- desk research, i.e. the analysis of existing sources,
- participant observation,
- mysterious client research,
- projective methods, e.g. Thematic Aperception Test (TAT),
- focus group research,
- IDI, i.e. individual in-depth interviews.
In the research, special attention is paid to consumer behavior, beliefs and habits, all consumption rituals, ways of expressing needs, attitudes, preferences and associations. Analyzes should be carried out carefully and scrupulously. An effective help in research are properly structured questions about purchasing motivations, values that customers follow in life, functional and utility requirements of consumers, shopping goals, aspirations, dreams, life and professional priorities, as well as fears, concerns and problems.
Insight marketing is an attempt to create personalized products and advertising messages that respond to the specific needs of recipients. Insight marketing is your chance to stand out from the competition and build strong relationships with recipients!