menu

What’s an Insight?

Advertising

Some planners refer to themselves as customer insight researchers and the best marketing is often said to come from a great customer insight. But is a customer insight?

Henry Lambert
  • 9 february 2007

Some planners refer to themselves as customer insight researchers and the best marketing is often said to come from a great customer insight. But is a customer insight?

Jeffre Jackson
, former head of planning at W+K Amsterdam isn’t quite sure.

“But now, after years of pretending to be a planner, I’m finally prepared to admit that I’ve never really understood what an insight is.

“I imagine the gold standard for this kind of insight is something like, “Hip German mothers are meeting on particular subway lines in the middle of night for impromptu diaper changing parties.”

“Maybe an insight isn’t a new piece of information, but a new way of interpreting existing information. The effect is not so much “I never knew that” as “I never thought of it that way before”. Which implies that the insight, as the thing that changes minds, needs to be communicated to the audience, not simply used as a way to get to them or prove that the brand somehow “knows” them.”

One of the great thing about blogging is that the comments often help to answer the question. Amelia says

“I was lucky enough to work with Jon Steel when I was living in New York. We were working on a Pfizer allergy pitch. Jon always talked about the difference between passive observations and active insights. In this case a passive observation was that people feel really shitty when their allergies play up, whereas an active insight would be that most people tend to put up and shut up, but once they think about the impact that their allergies have on others they start to re-think.”

Trending

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Health
Travel Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities

Design & Architecture Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Trending

Get PSFK's Related Report: Future of Work

See All
Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Experiential Marketing Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Related Expert

Noah Brier

Advertising Revisionist

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Op-Ed Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

Technology Yesterday

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

Minute Maid Opens A Store That Sells Nothing

The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

Entertainment Yesterday

Samsung And Viceland Partner For A Virtual Reality Documentary On The Syrian War

The White Helmets film uses VR to immerse viewers in the everyday conditions of the war-torn country

Design & Architecture Yesterday

These Designs Bring Modern Architecture To The Humble Birdhouse

Artist Douglas Barnhard has imagined a series of designs emulating the work of architects such as Frank Lloyd Wright and Joseph Eichler

AI Yesterday

Nine Technologies To Invest In When It Comes To Retail [Future Of Retail]

Retailers are leveraging assistive technology to help employees in their daily tasks and customers on the sales floor

Travel Yesterday

Acura Cockpit Envisions The Future Of Autonomous Travel

The car brand has built a proof that offers a sneak peek of the self-driving vehicle experience

PSFK EVENT

FUTURE OF RETAIL 2017
Conference Built Around Our Report Launch
BUY TICKETS

Retail Yesterday

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support

Retailers are leveraging advanced technology to relieve associates from mundane tasks, while better assisting customers

Cities Yesterday

NYC Map Calculates Economic Benefits Of Every Tree

TreesCount! maps all the greenery in the five boroughs and even figures out how much money it saves the city

Design Yesterday

Create A Perfectly Tailored Shirt Using Just Your Phone

UKYS has created an application to get accurate measurements of buyers through a few simple pictures for custom shirts

No search results found.