Today, businesses are not simply producing and distributing products to the market in one direction. In a market with “hundreds of sellers and thousands of buyers”, understanding customer insights is very important. So what is insight? How to write content that touches customer insights? Let's find out in the article below.

What is Insight?

1. Concepts

Insights are "hidden" thoughts and desires that can influence a person's decision-making process.

In marketing, Customer insight is an indispensable thing, especially in large campaigns, carefully studying customer insights is a prerequisite to decide the success of the whole campaign. The result of a right insight will be the buying behavior of customers.

2. Insight is not a truism

Insight is an “implicit truth” not a self-evident truth. The obvious truth here is what the customer says or what they show on the outside, while the implicit truth is the customer's thoughts and desires hidden deep inside that they don't want to reveal. outside, and sometimes they don't even realize it's inside of themselves.

For example, you have a clothing store, customers come to buy goods and they say that your products are too expensive. The fact that customers say your product is expensive is not an insight because it is an obvious fact, you know and your competitors know this too. But behind those expensive words of customers, they may be wanting you to give them a promotion to buy right away, because in fact they like your product but they can't afford to buy it. That's when it's called insight.

Insight is not a self-evident truth

3. The role of insight

Dominate on the communication front: In the era of marketing 4.0, producing products is no longer a difficult problem, convincing customers to buy is the problem of marketers in this period. Therefore, if any business has customer insight, it will prevail. Because customers tend to choose the seller who understands them better.

Change and optimize the product: If you understand the problems customers are having, and you realize that customers are not satisfied with the current product. If you grasp that insight, you will easily satisfy customers by optimizing and developing new products to better meet their needs.

4. Categorize insights

Insight related to the product: is the insight arising in the process of customers using the product. For example, you sell a product that is an insect spray and you realize that customers are uncomfortable with the scent attached to that product. Then you will apply this insight by researching and launching an unscented spray for customers who are allergic to scents.

Insight is not related to the product: It is all the factors related to customers that influence and influence their behavior. Specifically, it includes living environment, gender, age, psychology, personality, culture, society, ...

Insight is not related to the product

II. How to write content that touches customer insights

1. Identify insights

- Market research: This is the way most people know but few people do it. Because this method is usually reserved for big brands and they often hire specialized market research firms to do the research.

- Desk research: This is the way that content writers will apply to create more insightful content, by sitting at the table with supporting devices to research including phones or computers. count. This method is less well known, but it is the way most companies do it, especially small and medium companies.

2. Write content that touches insight

To apply table research to writing insight-based content is to answer two questions: What do customers think? And in what context?

I would like to take the next example of an insect spray for us to analyze. What do customers think first? If the target audience is a woman with a small child, when the baby is bitten by a mosquito, the mother will have thoughts like if a child is bitten by a mosquito, is it okay? Or what to do when the baby is bitten by a mosquito? Then these are insights touching topics that you can apply in your article.

Second, in what context? For example, now that the weather is entering the rainy season, there will be more mosquitoes so you can write about the topic of preventing mosquitoes in the rainy season. Or another example, it's the Mid-Autumn Festival, we will buy moon cakes, candies, ... and they will encounter "ant bu" if they do not preserve it carefully, then this is also an owner. The topic reflects the right insights that you can apply to your writing.

Epilogue

Insight is an interesting field in marketing, but understanding customer insights is not an easy thing, requiring us to experience many years in the profession and experience from our own lives.

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