Marketing terms fade in and fade out of popularity, for the most part, we marketers tend to overuse them without truly understanding their meaning, and sooner than later, these terms lose relevance and cachet. So, we create new terms and cute phrases to describe the same thing over and over, mirroring the definition of insanity: “repeating the same thing, ad infinitum, expecting a different result.” This is also true when we speak about consumer insights, but do we really know or understand what the term really means?
Once upon a time —in Mexico, something like 10 years ago, the main objective of my job was to identify consumer insights. When I asked my supervisor to define an insight, he/she (don’t want to point any fingers) stated with confidence: “It’s something we don’t know about our consumer.” This definition quickly evolved to, “it’s the BIG aha.” These definitions worked well in Mexico where big agencies did not have the research budgets to understand who their target was.
My company transferred me to Europe where I continued my training in Account Planning. What I like about Account Planners in Europe is that, to them, a consumer insight is a term they don’t use vaguely, and mining insights is an activity they take seriously. As such, the definition I knew of insight generated laughs, and thus explains the reason the perception exists that we Mexicans have a good sense of humor. For this reason, my definition of insight quickly changed to, “what makes consumers tick.” The notion was to understand what drives and motivates consumers to act. Consumer insights are intended to drive communications that help build brands. If it doesn’t build your brand, the thinking goes, it’s someone else’s insight. Overall, this explains why Account Planning in Europe is geared up to build brands, whereas in the U.S., it’s intended to improve creativity.
Upon my return to the U.S., I found that the definition of an insight varied by discipline. For instance, for Account Services, an insight was “something we already know about Hispanics” (shocking at first, though entertaining), but to their credit, this definition was driven by the need to sell culturally relevant communications, and thus, the trend of answering the question “what’s Hispanic about it?”
Researchers have a unique vision of what an insight is, and though it comes in many flavors, the term “fact” remains constant. The very two that I like the most are “It’s the interpretation of a fact,” and “A statement based on a collection of facts.” From the Account Planning perspective, this describes very well the process to uncover insights, but it still doesn’t respond to the question: What exactly is an insight anyway?
By now you’re probably thinking: “Enough already, just spell it out! To my defense, the definition of an insight cannot be understood without understanding what Account Planners do and don’t do. We do not create messages, persuade consumers or change their behavior. Our main role and responsibility is to ENGAGE consumers and BUILD brands. Having caveated it now, my definition of insight is: “The untold truth about consumers” and, it is essentially a trend that drives demand for the brand, product or service. For example, fact: Antonio arrives to the office at 9:00 am everyday on the dot. The insight is: Antonio is not motivated to arrive at work 8:30 am. And, if you wonder the difference between facts and insights, the most comprehensive answer is that insights that are validated through market research become facts.
Once upon a time —in Mexico, something like 10 years ago, the main objective of my job was to identify consumer insights. When I asked my supervisor to define an insight, he/she (don’t want to point any fingers) stated with confidence: “It’s something we don’t know about our consumer.” This definition quickly evolved to, “it’s the BIG aha.” These definitions worked well in Mexico where big agencies did not have the research budgets to understand who their target was.
My company transferred me to Europe where I continued my training in Account Planning. What I like about Account Planners in Europe is that, to them, a consumer insight is a term they don’t use vaguely, and mining insights is an activity they take seriously. As such, the definition I knew of insight generated laughs, and thus explains the reason the perception exists that we Mexicans have a good sense of humor. For this reason, my definition of insight quickly changed to, “what makes consumers tick.” The notion was to understand what drives and motivates consumers to act. Consumer insights are intended to drive communications that help build brands. If it doesn’t build your brand, the thinking goes, it’s someone else’s insight. Overall, this explains why Account Planning in Europe is geared up to build brands, whereas in the U.S., it’s intended to improve creativity.
Upon my return to the U.S., I found that the definition of an insight varied by discipline. For instance, for Account Services, an insight was “something we already know about Hispanics” (shocking at first, though entertaining), but to their credit, this definition was driven by the need to sell culturally relevant communications, and thus, the trend of answering the question “what’s Hispanic about it?”
Researchers have a unique vision of what an insight is, and though it comes in many flavors, the term “fact” remains constant. The very two that I like the most are “It’s the interpretation of a fact,” and “A statement based on a collection of facts.” From the Account Planning perspective, this describes very well the process to uncover insights, but it still doesn’t respond to the question: What exactly is an insight anyway?
By now you’re probably thinking: “Enough already, just spell it out! To my defense, the definition of an insight cannot be understood without understanding what Account Planners do and don’t do. We do not create messages, persuade consumers or change their behavior. Our main role and responsibility is to ENGAGE consumers and BUILD brands. Having caveated it now, my definition of insight is: “The untold truth about consumers” and, it is essentially a trend that drives demand for the brand, product or service. For example, fact: Antonio arrives to the office at 9:00 am everyday on the dot. The insight is: Antonio is not motivated to arrive at work 8:30 am. And, if you wonder the difference between facts and insights, the most comprehensive answer is that insights that are validated through market research become facts.
Sharp characterization of "insights"...definetely one not seen on current text books, other blogs, or real life practice for that matter...a breath of fresh air!
ReplyDeleteAs Hispanic marketing/advertising turns more complex by the minute, the industry seems slow to catch-up to our new reality
I am curious to know, what is your take on the situation?
Thank you. The Hispanic segment has been evolving and continually morphing. Advertisers and marketers have failed to keep up because:
ReplyDelete1) Historically, media has been driven by language and it continues to be a profitable business unit
And 2) Targeting Hispanics by attitudes and mindsets (rather than by language and acculturation level) is more complex and outside our comfort zone
The bigger question is: are you playing catch-up? Or do you seek to lead the industry?
We ALL can re-package current segmentation studies and flaunt “we have re-invented the wheel.” However, these practices are contributing to our obsolescence as Hispanic experts. To innovate the industry we need to think in terms of: “how would you segment the Hispanic market in 10-20 years from now? And do it today.”