Home SEO 101 What is Insight? Principles and Ways to Determine Customer Insight

What is Insight? Principles and Ways to Determine Customer Insight

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Today, business is not simply about providing products and services to customers but also has many other complex issues. For example, businesses need to gain customer insight to best meet their needs and desires, outperforming competitors. So what does insight mean and what principles are there to determine insight? Let’s follow this article to find the answer!

1. Concepts

Insight is a deep understanding of the causes leading to a certain action in a specific context. Or it can be explained that insight is the result of introspection, searching for the inner nature of the human mind through research or intuitive seeing.

Customer insight is a term frequently used in Marketing. It means an implicit truth, a “secret” hidden deep in the customer’s mind that has the ability to impact and influence purchasing behavior.

Insight always exists in every customer’s subconscious, but it is very difficult for businesses to find it accurately. The reason is because customers often intentionally or unintentionally hide their true thoughts. Or sometimes they have not yet identified their own insight, so there must be a new suggestion that can make them think of it.

2. Characteristics of insight

– Not an obvious truth: Insight is not something that everyone can see easily like “The Sun rises in the East”. Or for example, from a survey result showing that “85% of customers choose to shop for electronics, phones online during the epidemic season” , it can be inferred that customers during the current epidemic season shop for electronics and phones more online than offline. However, this is not an insight but just a truth that anyone can think of.

– Not based on just one type of data: One thing is certain: it is impossible to determine an accurate insight based on only one type of data. Because the human mind is the most complicated and confusing place, it needs to be understood based on many different types of information and data. For example, analyzing data obtained through in-depth customer interviews, quantitative research, comments on social networks, forums,…

– From insight to practical action: A true insight must be the cause leading to a practical and specific action. Insight is not just a word or theory, but it must touch and evoke customers’ minds so that they feel impressed, leading to action to interact with the business’s brand and products. 

3. The role of insight in Marketing

The main task of Marketing is not to increase sales but to understand and convey the correct messages and accurately meet the needs and desires of customers. So to do that, the Marketing team must understand the insights or motivations and thoughts of customers. This helps Marketing campaigns reach customers deeply.

When customers find sympathy and understanding in a message, they will immediately be attracted, as well as love and support that brand’s products/services. Therefore, a good insight is extremely important in a business’s Marketing campaign.

4. Distinguish between insight and market research

First, we will briefly learn about the concept of market research, which in Vietnamese means “market research”. school”. This is a term used to refer to the activities of identifying, collecting, and analyzing information about customers and the market of a business to support decision making in Marketing or other business activities.

In general, insight and market research both involve collecting, learning, and exploiting information about customers. However, the main difference between these two concepts is that market research can only answer the question of who the business’s customers and market are. Insight will explain the question of why customers have those behaviors in the market. From there, we can suggest specific actions and solutions for businesses to motivate customers to interact and become more attached to the business’s products/services.

– Data quality: To find the right insight that can represent all target customers, the Marketing staff must find the right amount of data. Big enough and good quality. However, this is very difficult because the amount of data is erroneous or inaccurate. Sometimes it is necessary to rely on the support of IT staff to collect quality data on digital platforms.

– Data analysis human resources team: Collecting and processing information, in addition to the support of machines, is a huge human task. Because machines cannot learn, identify and deeply analyze human thoughts and psychology. Therefore, if a good amount of data is collected but the analysis team is not really good, the insight found will not create high value for that Marketing campaign.

– Market surveys: One of the popular ways to collect opinions and thoughts from customers is to conduct market surveys on a large scale. The most common form is to send online questionnaires for customers to complete. However, the difficulty here is that there are quite a few customers who are not honest in their answers, choose the answer for yes or sometimes they just choose the answer but are not sure they will act on what they have chosen.

– Data-driven and market segmentation: Some businesses can use There is a lot of available data about customers to find insight, but there are still difficulties because the amount of data is not enough or does not match the research objectives. Besides, a difficulty that businesses often encounter is choosing the wrong customer segment for their Marketing campaign. Or other segments, not belonging to the target segment, conduct the survey, causing inaccurate results.

1. Collect data 

The first thing to determine insight is to collect data related to target customers. First of all, you will have to find out which channels customers often reach, as well as be able to synthesize useful data. The channels digital you can choose from are website, ,…POS,… or other channels such as care customer, phone, applications social networks

Besides, in order for searching and collecting data to be accurate and focused, you should apply the 5W-1H rule. Specifically, the data must answer the questions Why – When – What – Who – Where and How for each Marketing strategy. .

2. Analyze data to create insights

After collecting the necessary amount of data, you and your teammates need to analyze that data to find the most accurate insight that is consistent with the marketing goals of the campaign. For personal interview results, or qualitative interviews, you need to discover important aspects of customers’ thoughts and opinions.

As for quantitative surveys, with a large number of samples, you need to find answers with a high selection rate from which to deduce commonalities in customers’ thoughts and behaviors. Then, synthesize all the filtered information to find the best insight.

3. Act on data insights

This is the most important step that largely determines the success of the marketing campaign. You need to apply insight to create a big idea, a key message that is appropriate, creative, easy to attract customers and interested. It is important to be able to meet the business’s goals. Besides, you can also rely on insights to apply in practical activities to influence customers’ shopping behavior.

1. Reality

The authenticity and truth of an insight means that the insight must accurately touch the customer’s needs, desires or essential problems. Besides, it must express the consumer’s attitude and purchasing motivation. And most importantly, insight must be true and based on customers’ thoughts to be effective.

2. Resonate

A good insight must make customers feel impressed from the first time they see it and must exclaim that “this message is for me”. Insight needs to express customers’ thoughts and ideas in a skillful, sophisticated and creative way to attract and impress them, remember them and take specific actions.

3. Relevant

The next important thing to build insight is that it must be associated with the business goals and marketing goals of the enterprise. That means that insight must be consistent with the core values ​​and vision of the business. And must direct customers to take action to solve the existing problems of the business.

4. Reaction

This principle is based on asking and answering the questions: Is your insight truly unique and new? Can only your business solve problems for customers and create a competitive advantage? How long can businesses use this insight to influence psychology and attract customers? 

1. Insight interview

Insight interviews are an upgraded version of qualitative interviews. During these interviews, survey participants and interviewers will communicate with each other comfortably like a conversation and confide in each other. This method helps customers not feel awkward or uncomfortable and can therefore more easily share their thoughts with the interviewer.

2. Observe customers in daily life

In addition to interviews or surveys, you can also observe your customers in all aspects and areas of daily life. From dressing style, entertainment, working, living,… you can draw interesting and equally important findings for finding insight.

3. Observe consumer behavior

Consumers will sometimes not pay attention to their purchasing behavior at stores. But it is something that you need to pay attention to and pay attention to. Supermarkets and stores today often use camera not only to ensure security but also to observe purchasing behavior to have can understand more about your customers in the most natural way.

4. Attend events/trade shows

Events or trade shows are filled with booths from different brands, including your competitors. Therefore, customers will have many options when visiting and shopping. You can take advantage of this to observe and find out why customers choose your product and not your competitors’ products and vice versa.

5. Measure and evaluate competitors

To ensure that the insight you find or the Marketing strategy you deploy is unique and has never been done by any other brand, you need to consider the activities of your competitors. You need to find out if the current and previous campaigns they have deployed match your ideas and how effective they were to make timely adjustments.

1. Demand for the product

– Function: customers expect your product to have functions that help them solve their problems.

– Convenience: Your product or service must help customers solve problems easily, quickly, without hassle.

– Design: the design of the product must bring convenience when customers use it and must also be beautiful and eye-catching.

– Performance: the product needs to work correctly and effectively as you announced.

– Compatibility: customers want compatibility between your product and the product they are using so they don’t have to change too much.

– Clarity: customers always want to know clearly about price, purchasing process, service terms, warranty,… so they can Buy with confidence.

– Control: customers want to be in control of the situation regarding their usage needs, not dependent on the business providing that product. a>

– Information: customers want to be provided with complete information about the product as well as how to use it and important parameters.

2. Demand for services

– Price: Like products, for services, customers also have a set budget to be ready to use the business’s services.< /span>

– Experience: customers want an experience when using the service that can satisfy and satisfy personal needs.

– Reliability: The service you provide must bring peace of mind, trust, as well as commitment to what is promised and announced to customers. goods.

– Efficiency: Whether it is a product or a service, when using it, customers also want to receive effectiveness, be it in terms of entertainment or entertainment. solve certain needs in life.

– Understanding: for service, customers want to be taken care of and understand every little problem to bring the best experience.

– Transparency: customers also want all regulations, terms, and changed information to be announced transparently so they can be more proactive in their decisions. Adjust spending behavior and service experience.

– Many choices: customers also want to be provided with many options for activities in the service to have diversity in experience, helping to bring a feeling of more interesting, more satisfying. 

– Interoperability: for the services provided, customers want more interaction from staff to be able to support or help when they have problems.

Hopefully through this article, you will better understand what insight is and know how to find customer insight in the most effective way. Hope you will find a quality insight that can be applied well to your Marketing campaign.

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