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Marketing vocabulary · Market Research

Consumer insight

Meaning in marketing, with examples

/kənˌsuːmər ˈɪnsaɪt/nounCore term

In marketing, consumer insight means: A deep understanding of why consumers think, feel or act the way they do, which a brand can use to create better products or messages.

In Turkish: tüketici içgörüsü, içgörü

How it is used

A favourite word in agencies and brand teams, and many briefs have a section called “Insight”. An insight is more than a fact: “most commuters listen to podcasts” is data, while “commuters use podcasts to make lost time feel useful” is an insight.

Example sentences

  1. The key consumer insight behind the campaign is that people feel guilty about wasting food.

  2. We have lots of data but very little real consumer insight.

Common collocations

  • key consumer insight
  • uncover a consumer insight
  • insight-driven
  • consumer insight team
  • market researchThe work of collecting and analysing information about customers, competitors and a market so that a business can make better decisions.
  • consumer behaviourHow people choose, buy, use and stop using products and services, and the personal, social and psychological reasons behind those choices.
  • briefA short document from a client or manager that explains a project's goal, target audience, key message, budget and deadline to the people who will do the work.
  • qualitative researchResearch that explores people's opinions, feelings and reasons in depth, usually with small groups, through interviews, focus groups or observation.

More terms: Market Research

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