Consumer Insights & Visual Thinking para Innovar en Modelos de Negocios

Conroy (2008) points out that an insight is a statement based on a deep understanding of your target consumers' attitudes and beliefs, which connect at an emotional level with your consumer, provoking a clear response (This brand understands me! That is exactly how I feel! — even if they've never thought about it quite like that) which, when leveraged, has the power to change consumer behavior. Insights must affect a change in consumer behavior that benefits your brand, leading to the achievement of the marketing objective.
Insights can be based on:
  1. Real or perceived weakness to be exploited in competitive product performance or value
  2. Attitudinal or perceived barrier in the minds of consumers, regarding your brand
  3. Untapped or compelling belief or practice
Insights are most effective when they are/do one of the following:
  1. Unexpected
  2. Create a disequilibria
  3. Change momentum
  4. Exploited via a benefit or point of difference that your brand can deliver

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