Customer insight refers to a deep understanding of the needs, desires, preferences,
behaviors, and motivations of consumers. It goes beyond surface-level
demographics and encompasses a thorough comprehension of what drives
consumer actions and decisions.
An example of an insightful advertising/marketing activity that demonstrates
customer insight is the "Share a Coke" campaign by Coca-Cola. In this campaign,
Coca-Cola replaced its logo on bottles and cans with popular names and phrases,
encouraging consumers to find and share bottles with their own names or the
names of friends and family. This campaign was based on the insight that people
have a strong emotional connection to their names and enjoy personalized
experiences. By leveraging this insight, Coca-Cola successfully engaged
consumers on a personal level, sparking conversations, and generating social
media buzz.
Criteria for assessing an insight include:
Relevance: The insight should be relevant to the target audience and their needs or
desires.
Depth: The insight should provide a deep understanding of consumer behavior or
motivations.
Novelty: The insight should offer a fresh perspective or reveal something
previously unrecognized.
Actionability: The insight should inspire actionable strategies or tactics for
marketing or product development.
Impact: The insight should have the potential to drive meaningful results, such as
increased brand engagement, sales, or customer satisfaction.
Validation: The insight should be supported by data, research, or observations to
ensure its accuracy and credibility.