Insights for Advertising
Insights in advertising is one of the most critical and valuable issues for both the brand and the agency. Because brands that pursue insight can improve their strategies by obtaining a way to differentiate from their competitors. With its insight, the brand can adapt to all changing conditions. In this sense, insight is a key for communicators.
Although professionals give different answers to the question "What is insight in advertising?", in general terms, insight in advertising is a core knowledge of the deepest emotion or desire. Insight in advertising is not just about observations, findings, facts or figures. This is why insight is often hidden and requires a great deal of effort to find.
How to Find Insights?
Insights are obtained through analysis of data, inferences and evaluations made accordingly. Trends, research, attitudinal and behavioral studies help to find insights. The insight that underpins all creative works can be found in several different areas. These are target audience, brand, product and culture. Basically, insights can be gained by analyzing these four main categories.
What are the Types of Insight?
The insights that communication professionals find and incorporate into their strategic plans are divided into four categories. These can be listed as follows.
Target audience insight: Self-knowledge about the desires and emotions of the audience targeted by communication activities
Brand insight: Attributes that embody the brand's values, priorities and story
Cultural insights: Characteristics of the culture in which the brand is located and in which its target audience lives
Product insights: Qualities and advantages related to the characteristics of the product
Examples of Insights
Some examples of insights that guide the creative practices of advertisers and marketers can be as follows; In Turkish culture, we keep our most valuable items for our guests because we want to be socially approved and appreciated by our peers by acting in accordance with our cultural codes.
Another example is that our mothers always want to see us clean and tidy, they make choices by developing concerns about this, and they believe that they can be a good mother in this way.
The above statements of insight contain observations and findings as well as deeper desires, concerns and needs that have not surfaced.
The Importance of Insight
Insight is at the center of successful advertising efforts that create competitive advantage and differentiate themselves from others. If you are operating in an intensely competitive sector and want to gain a distinct position in the minds of consumers, you should gain insights.
If you think that your brand needs insightful communication work please contact us.
