Since marketers began to talk about consumer “insights,” finding them has been a form of alchemy.
An insight is some truth about how your customers understand the world that makes your product meaningful to them. The better the insight, the more meaningful your product becomes, which drives your sales. But despite their importance, our thinking on insights has been more Yoda than Einstein.
That’s all changing. Recent discoveries by cognitive scientists are poised to bring order to our pursuit of insights, and lay out the immutable laws of how the brain makes sense of the world. Much the way David Ogilvy and others broke down what works in creative, these laws will start to answer what works when it comes to finding the insights you need to build your business and your brands.
Author: Jacob Braude, VP-strategic planning at Saatchi & Saatchi Wellness