Connais-tu la notion d’insight consommateur ? Si tu travailles ou tu étudies dans le monde du marketing, tu n’as pas pu passer à côté du nouveau terme tendance et travailler sur ce concept : l’insight consommateur. Mais quèsaco ?
L’insight consommateur, c’est quoi ?
Si on veut être précis, à la base, le terme insight vient de l’anglais qui veut dire perception (oui ok, c’est sa traduction littérale de l’anglais). Par conséquent, l’insight consommateur c’est une ou plusieurs observations faites sur les consommateurs. En gros, les consommateurs ont, toi comme nous, des opinions ou des attentes dans la vie quotidienne. Lorsque l’entreprise les détecte, elle va pouvoir écrire toute sa stratégie de marketing, de communication et de commercialisation grâce à ces opinions ou attentes, enfin les insights. Mais ce n’est pas si simple à trouver ces insights. Pour y arriver, il faut réussir à détecter :
- Une ou des observations : un constat ou une analyse, un sentiment ou une vérité, un désir ou une envie…
- Des motivations mais aussi… des freins
Et c’est seulement en trouvant tout ça, grâce aux diverses sources que possède l’entreprise, qu’une réponse pourra être donnée aux consommateurs. Il faut savoir que ça peut être tout et n’importe quoi, il n’y a pas de restriction de pensée.
Insight consommateur en marketing
L’idée d’insight consommateur est trop facile ? Tu as l’air sympa, on va te donner un exemple pour que tu comprennes bien. Par exemple, la marque Innocent est partie d’une observation toute simple, donc d’un insight : les personnes veulent manger 5 fruits et légumes par jour. Leur motivation ? C’est bon pour leur santé. Leur frein ? C’est difficile de le faire. Alors, Innocent les aide chaque jour à manger plus sainement avec leur jus et smoothies.
Bon allez, nous aussi on est sympa, regarde cette vidéo c’est un autre exemple d’insight consommateur. C’est Brand Station, une agence publicitaire française qui, à partir d’un insight, a créé un buzz pour la marque Lego au moment de Noël :
Pas mal, non ?
Juste avant de finir, de nous à toi, ne confonds pas le signal inspirant et l’insight consommateur. Ok ça se ressemble, mais il y a des nuances. Le signal inspirant, c’est la matière de base alors que l’insight, c’est la finalité d’une observation. C’est bon tu as tout compris ? Parfait, on se retrouve très vite !
Clémence Gréhal
Pour lire plus d’articles sur le marketing : https://gnitekram.fr
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