What is a consumer insight?

The term “consumer insight” is frequently used by communicators, marketers, market researchers and even journalists, but its precise meaning remains hard to pin down when it comes to details, in particular including it in the working methods of consumer- and customer-oriented businesses.
Since the launch of Insightquest in 2010, we have offered and utilized a structured approach to consumer insight, which has gradually come to be accepted and applied by many companies and practitioners.

Some consumer insight basics
A consumer insight is the written expression of a consumption truth. The consumer does not write it, because this truth may be conscious or unconscious.

It is not just any “truth” (or everything would potentially be an “insight”). This truth offers a certain amount of information for understanding a consumer situation that involves a stake that a brand can make use of.

This stake must at least make it possible to understand:
  • The subject at hand (in particular the situation),
  • The motivation constituting the positive psychological force at play for the consumer in this situation,
  • An element of tension constituting a negative psychological force, and transforming the consumer need (embodied by the subject and the motivation) into an expectation.
Literature on the subject also presents the notion of unmet need (i.e. the need, the motivation, subject to an element of tension that makes it “unmet”). Of course, a communication insight will be expressed differently than a marketing one. A marketing insight needs to be very precise and specific to make sure everyone within the organization understands what is at stake. A communication insight will be used within a broader approach where a slogan or a hook  is completed by other key elements such as a good story, visuals, sounds, etc.

An insight thus conveys a dilemma around a given subject; this is the general meaning it must reveal. It cannot therefore be limited to inventorying or identifying consumer needs (not all needs are unmet).

Vous inscrire à notre newsletter

© Insightquest 2011-2021. Tous droits réservés.
crédits photos Getty Images
Insightquest, 39 rue Gazan,75014 Paris ,France Tél: +33 1 53 62 12 43


This service is used to secure web forms of our website and required if you want to contact us. By accepting it you agree to Google's privacy policy: https://policies.google.com/privacy

Google Analytics

Google Analytics is a service used on our website that tracks, reports traffic and measures how users interact with our website content in order for us to improve it and provide better services.

Facebook Pixel

Facebook Pixel collects data that helps us track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some actions on our website. By accepting it you agree to the Facebook's privacy policy: https://www.facebook.com/policy/cookies/


Our website allows you to like or share its content on Facebook social network. By activating and using it you agree to Facebook's privacy policy: https://www.facebook.com/policy/cookies/


Integrated tweets and share services of Twitter are used on our website. By accepting and using these you agree to Twitter's privacy policy: https://help.twitter.com/en/rules-and-policies/twitter-cookies

Google Ad

Our website uses Google Ads to display advertising content. By accepting it you agree to the Google's privacy policy: https://policies.google.com/technologies/ads?hl=en