Marketing Insights are insights developed for the purpose of marketing of products and services. An insight can be any finding about the customer within a product category that is not obvious and rings true in hindsight.
And what is the big fuss about insights? Well, insights are not easy to come up with. Insights can become a springboard for a strong competitive advantage within a given industry or category of products and services.
Usually an insight is developed following a systematic cross examination of diverse datasets, qualitative information or mere evidence and leads to a territory where nobody else has gone before.
Only a small fraction of new product launces and services ultimately become truly successful in the market place. This is not only because the new launch has to be supported by a powerful insight, but also has to be implemented / executed correctly and at the right timing. The powerful insight is the engine. Without an insight, there is no launch.
Many fail to distinguish a powerful insight from a mere finding. This is because they have no reference point or criteria to help them qualify insights among a sea of information. They also lack the skills and the processes to engage in the task to develop insights.
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