Es un termino que se usa comúnmente en comunicación y en marketing para definir una percepción clara y relevante de una situación.

Se da como resultado de investigar a profundidad sobre las motivaciones reales de un consumidor a la hora de adquirir un producto o servicio y explica que tan profunda es la relación emoción que tiene este consumidor a la hora de adquirir el producto, asi, el insight otorga una nueva perspectiva que puede mejorar o cambiar la estrategia que se tiene, o entregar una nueva forma de satisfacer una necesidad mejor que los demás.

Pero; para que sirven los insights?

Para Conectar con los usuarios o consumidores derivando de sus formas de pensar, sentir o actuar ante las marcas y creando el mismo lenguaje resultado de una vivencia muy personal e inspirando a la innovación y entregando el tono justo de las comunicaciones a desarrollar.

Para Transformar a las marcas, acercándolas aun mas a los usuarios o consumidores, entendiéndolos profundamente al analizar sus mente y teniendo una imagen tridimensional que va mas haya de los datos cuantitativos y cualitativos de una investigación de mercados tradicional.

Y, como es un verdadero insight?

Es real, y esta basado en una verdad del consumidor.

Inspira a las mentes del consumidor con la marca.

Genera un alcance compartido por muchos consumidores.

Relevante, disruptivo y eficiente.

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