THE ART OF WRITING POWERFUL CONSUMER INSIGHTS
In the current marketplace, understanding consumers goes beyond demographics and purchasing data. Brands need to dig deeper to uncover the emotions, values, and motivations that truly drive customer behaviour. This depth of understanding, captured through well-crafted consumer insights, can propel a brand to new heights by creating a compelling connection with its audience. But what makes a good consumer insight? Let’s explore how to identify, develop, and harness these insights effectively.
A consumer insight is a powerful statement that reveals what motivates consumer behaviour. It goes beyond “what” they do to the “why” behind it. An insight articulates unmet needs or unspoken desires and acts as a springboard for brand positioning, marketing strategies, and innovation.
For example, saying “Millennials enjoy digital banking” is an observation. However, transforming this into an insight might look like, “I want a bank that values my time and empowers me to control my finances easily.” This speaks to the motivation for convenience and control, highlighting an opportunity for banking services to innovate.
- Emotional Connection: Great insights tap into emotions and make consumers feel understood.
- Good Insight: “I want my skincare to feel like a self-care ritual, so I feel nurtured and cared for after a busy day.”
- Explanation: This insight taps into the desire for self-care and the need for emotional replenishment.
- Poor Insight: “Consumers like skincare that works quickly.”
- Explanation: This statement lacks depth, as it only addresses a superficial preference without touching on underlying motivations.
- Good Insight: “I want my skincare to feel like a self-care ritual, so I feel nurtured and cared for after a busy day.”
- Simplicity and Clarity: Strong insights are straightforward and use consumer language.
- Good Insight: “I feel more confident and capable when I know my clothes are sustainably sourced.”
- Explanation: This captures an emotional driver (confidence) and a value (sustainability).
- Poor Insight: “Sustainability is an important factor for today’s consumers.”
- Explanation: This statement is too broad and feels more like a general observation than a specific insight.
- Good Insight: “I feel more confident and capable when I know my clothes are sustainably sourced.”
- Revealing Hidden Truths: Good insights uncover something unique or surprising that may not be immediately obvious.
- Good Insight: “I prefer healthy snacks that let me feel indulgent without the guilt of eating junk food.”
- Explanation: This insight reflects a nuanced balance between health and indulgence that appeals to consumer emotions.
- Poor Insight: “People want healthy snack options.”
- Explanation: This is too generic and fails to differentiate any real emotional connection or motivation.
- Good Insight: “I prefer healthy snacks that let me feel indulgent without the guilt of eating junk food.”
- Actionable Direction: Great insights provide a clear basis for action, whether in branding, marketing, or product development.
- Good Insight: “I want to feel like I’m contributing to the environment without making drastic lifestyle changes.”
- Explanation: This insight encourages a brand to provide eco-friendly options that don’t demand big lifestyle shifts.
- Poor Insight: “Consumers are interested in sustainability.”
- Explanation: This doesn’t provide any direction or reveal any specific consumer needs or desires.
- Good Insight: “I want to feel like I’m contributing to the environment without making drastic lifestyle changes.”
To consistently create powerful insights, one can use a five-phase framework that can help brands drill down into consumer behaviours and emotions:
- Define the Issue: Clearly articulate the brand problem or opportunity. For instance, a snack brand may ask, “How can we encourage health-conscious millennials to choose our product for daily snacking?”
- Gather Information: Conduct comprehensive consumer research. Combine direct consumer feedback with data from interviews, social listening, and behavioural observations. This is where brands gain a 360-degree view of the consumer.
- Interpret: Connect findings to understand core motivations and beliefs. Look for patterns or recurring themes in how consumers talk about your product category or their daily challenges.
- Craft the Consumer Insight: Formulate a simple, actionable, and emotionally resonant insight statement. For instance, “I want a snack that keeps me full and guilt-free during busy workdays.” This insight can inform a range of product decisions.
- Develop Initiatives: Use the insight to inform strategy. From creating healthier snack options to marketing campaigns focusing on convenience, every initiative should address the motivation behind the insight.
Many successful brands leverage consumer insights to create effective and meaningful connections with their customers. Here are a few examples:
- Nike: By understanding that many consumers see fitness as more than just exercise, Nike crafted insights around self-empowerment and self-expression. Their campaigns, like “Just Do It,” resonate on a deeply personal level by speaking to consumers’ inner strength and desire for self-improvement.
- Dove: Dove’s “Real Beauty” campaign is a classic example of insight-driven marketing. Through research, Dove discovered that many women feel undervalued by traditional beauty standards. Their insight, “I want to feel beautiful and accepted as I am,” led to a groundbreaking campaign that celebrated diverse, realistic portrayals of beauty.
- Airbnb: Recognizing that travellers were looking for authentic experiences, Airbnb used the insight, “I want to feel like a local when I travel,” to position itself as more than just accommodation. The platform evolved into a global movement that values community and connection over traditional tourism.
Here are some strategies to ensure your insights are both impactful and relevant:
- Start with Empathy: Put yourself in your consumer’s shoes. Imagine their daily routines, frustrations, and aspirations.
- Ask “Why” Multiple Times: Just like peeling back layers, asking “why” repeatedly helps you reach the deeper emotional motivations behind surface-level behaviour. For instance, if consumers choose plant-based milk, asking “why” may reveal a desire for health and sustainability rather than mere taste.
- Use Consumer Language: Avoid jargon. Insights should sound like something a real consumer would say. Start statements with “I want…” or “I feel…” for authenticity.
- Keep it Actionable: Each insight should inspire specific actions. For example, an insight like “I want to eat healthier without giving up my favourite snacks” suggests product development focused on healthier snack options that maintain familiar flavours.
To help you craft and refine insights, MARK.SENZE offers a free Consumer Insight Template. This tool is designed to guide you through each step, from identifying the issue to formulating a clear insight statement. Whether you’re new to insight generation or looking to improve your approach, this template offers practical prompts and examples to keep you focused on creating actionable insights. For your free template, reach out to us at innovation@marksenze.com.
Consumer insights are essential for driving innovation and strategic growth. They reveal the heart of consumer motivations, helping brands craft experiences and products that resonate on a deeper level.
If you’re ready to leverage consumer insights to fuel your brand’s growth, the team at MARK.SENZE is here to help. Our consultancy specialises in unlocking actionable insights and applying them to strategic initiatives, ensuring that your brand stays aligned with consumer expectations.
Contact us at innovation@marksenze.com to discover how we can support your journey in innovation and consumer-centric strategy.
