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In a market increasingly saturated with the information where products compete and brands struggle to carve out space for you, we highlight the importance of using Insights.

Insights arise from inquiries into the deepest thoughts of the consumer. They are the hidden aspects of the way of thinking, feeling or acting of consumers that generate opportunities for new products, strategies and communication for companies.

In a context where infoxication prevails, in which brands make great attempts to differentiate themselves and to mean something to the consumer, they seek differentiation through feelings appealing to emotions. This is why emotions become the main concern of companies and marketing efforts are focused on the goal of exploring and defining new spaces, so brands are increasingly concerned to discover what emotions move the consumer to get to the moment of the purchase.

We can say that an insight is that value, meaning, emotion or belief that the consumer has towards a product or brand and that triggers his/her act of purchase. The insight represents a fresh and non-obvious truth about the behavior of consumers that awakens consumption as well as the relationship with the product itself. Insight explains why we buy what we buy.

Let's take an example: if we associate rest with something soft and clean, a consumer then will choose a soft and clean blanket to sleep. The desires and beliefs that motivate each consumer will be completely different even if they, the clients, belong to a fairly segmented group.

According to a Nielsen study, the most important insights about consumers in Latin America are e-commerce, the need for quick options, healthier products and preference for local brands. Following the study, we know that the consumer is not staying with one or another purchase option and is living with both methods, online and offline, because life moves at full speed.

A consumer insight serves us when it is actionable for a company, when it has in hand a knowledge that your competition does not know, when that knowledge can help you grow, when it makes you see hidden needs on which to base your brand, when it has elements to strengthen it or reposition it, when it allows you to make a more persuasive communication or more effective campaigns, both in substance and in form. The aim is that the business strategy is no longer product-oriented but based on an understanding of people and their needs, however strange they may seem.

Through the insight we can generate communication strategies oriented to connect, attract and retain the consumer all this through a relevant communication, original, memorable and emotional.

With the tools that market research offers us today, making fundamental decisions for our businesses or those of our clients -as it happens with communication and marketing agencies- based only on intuition or experience is taking an unnecessary risk. The task of a researcher is to find, discover and analyze the information that the marketing manager needs to know better their consumers and that is very useful to make decisions in situations of uncertainty.

Creative research, the product of observation and contact with people, is a key tool to observe the market in a different way, to identify new business opportunities and competitive advantages, anticipate trends, develop new products and innovative services, build a solid positioning from which benefits are derived, create relevant, differentiating and attractive messages, connect, create emotions and generate actions by the consumer. In summary, understand the clients and their insights.




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Training & Education Division at Wagner Consulting

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