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All Resources – Curated Insights
Showing 169–176 of 189 posts
Using Insights to Craft Brand Personality
We all know about brand positioning and its vital importance in your brand’s marketing efforts. But, what about Brand Personality? Brand Personality is a set of human characteristics that can be attributed to your brand. And, the benefit of a relevant brand personality is that it makes your brand more relatable to your target audience […]
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Traditional Gender Roles & How Younger Men Can’t Shake Them
Marketers all over have heard lots of noise about changing household roles – men doing laundry and women “bringing home the bacon.” But you might be surprised to learn that perceptions of gender roles might not have shifted as much as you might think. While women are more present in the workplace and more men […]
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The Ultimate Weapon: The Right Consumer and The Right Benefit
There is a lot of consumer insight information you need in order to ensure that you are executing the right marketing strategies and tactics to meet your consumers’ needs. While there are many pieces to the puzzle, there are two pieces of information that are crucial: understanding who your target market is and the key […]
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The Top 5 Ways to Tell If an Insight Really Matters
So what is an insight? We at Insights in Marketing believe it’s the intersection of facts, data and analysis that brings to life the consumers’ deepest beliefs and desires in a way that enables the business to grow. It’s no wonder, then, why Marketers want marketing researchers to give them more and deeper insights! To […]
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Three Keys to Better Concept Development
In developing new products, we often test concepts, a printed pictorial or mocked-up version of a new product, as a way to determine consumer reaction. While there is a lot of advice out there about what makes an effective concept, we believe 3 key elements are critical in terms of driving consumer appeal and purchase […]
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Beyond “Yummy”: How Premium Brands Can Capture 20% of American Men
“Young.” “Big spender.” “Passionate.” Marketers everywhere dream about the day they hear these words used to describe their consumer. Premium brands were recently introduced to such a consumer target: the young, urban male – better known as a “Yummy.” “Yummies” have been talked about in several news articles (example here) and the interest in this […]
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Consumer Empathy: The New Black for Marketers?
It’s All About Empathy Consumer empathy requires more than understanding your consumers; it’s about connecting with them. “It used to be that a successful brand conveyed authority and reliability (think General Motors or IBM); now it’s all about empathy,” Paul O’Connor, Ziba Executive Creative Director, wrote in Fast Company. “Technology used to attract us through specs […]
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