Marketing Advertising and Sales
Synonyms and Antonyms
Consumers (food chain)

What is consumer insight?

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Wiki User
2008-12-04 10:30:48

Consumer insight is a flash of understanding on the part of a

marketer regarding an unidentified or unmet need in the

marketplace, or a new/better way to satisfy an existing need.

It is NOT about a product or service, as Mike suggests. It's

about a consumer need that isn't being met as well as it could be.

The marketer's challenge, having recognized the insight, is to find

a way to capitalize on the thinking that identified the need. That

could lead to a product or service, of course, but the insight is

independent of the solution.

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