We all understand that uncovering a deep consumer insight is essential to delivering great marketing strategy and activities. They’re like gold. We spend huge amounts of time and energy searching for them but how do you know when you’ve found one? Here’s a few pointers.
1. Does it tap into a universal human truth?
Great insights display a deep understanding of what makes people tick, what motivates and inspires them. For example the P&G ‘Proud Sponsors of Mums’ Campaign reflects the joys, hopes and challenges of motherhood. The Lynx / Axe brand taps into the young adolescent obsession with the opposite sex. They’re often timeless and broad in their appeal but because of this, your consumers can truly identify with them and they can become the basis of a long term strategy.
2. Does it go beyond the obvious?
We often confuse a ‘fact’ with an insight and use the word ‘insight’ too liberally. Facts are observable, numerous and can be accessed by anybody. If you look at an insight statement and it’s too simplistic and ‘well known’ then it’s probably not an insight i.e. its a fact. Look to interpret the facts and explore what’s beneath the surface. That’s where the answer lies. A great insight needs to be simply expressed, but it shouldn’t be simplistic in its meaning.
3. Does it feel fresh?
A great insight provides you with a fresh perspective on a task or a market you’ve been grappling with. This is where your judgement and experience comes into play. If you think ‘I’ve never heard that before’, then you’re probably in fertile territory. I remember when the Persil / Omo team came up with their insight around encouraging children’s creativity and learning which underpinned their ‘Dirt is Good’ Campaign. At the time it was a very fresh, counter-intuitive approach to the category. Also when the Wii was first launched it looked at gaming in a new way, by addressing the need for family togetherness.
4. Does it feel distinctive?
A great insight doesn’t necessarily need to be truly original. For example the Persil / Omo insight around children’s creativity has been used by both Lego and Huggies in very different categories. Therefore, don’t be afraid to appropriate other brand or category insights as long as they’re not used by your competitors. If your insight simply mimics what your direct competitors are using, then it’s going to be hard to say something new and distinctive.
5. Does it feel actionable?
If you can’t do anything with it, then it’s no good to you – even if it’s a great insight. After you’ve written the insight, if ideas of how you might deliver against it start coming to mind straight away, then it’s likely you’re onto something exciting. It’s much better to have an ok insight that’s actionable, than a great insight that you can’t do anything with. I think the Amazon Lockers respond to a fairly obvious insight around the issue around not being at home when parcels are delivered. However, the important thing is that they did something about it.
So…the search for the elusive insight never ends. Ask yourself these questions and you’ll know when you’ve stuck gold.