Getting into the habit of decoding the insights behind hit new products and ad campaigns helps you hone your own skills. To get you started, here are three innovations and the insights that – we think – lie behind them.
Insight hunters need to be alert at all times for clues that could reveal something new about consumer behaviour.
Luckily, there’s evidence of insights all around us: in the products and ads we see every day. And you can use these to keep your insight-spotting skills sharp.
Next time a fresh product or ad makes you think, “What a great idea,” see if you can reverse engineer the insight that led to it. Who is this innovation targeted at? And what has the brand understood about their target audience that led to this solution?
Take, for example, funny-shaped vegetables.
Asda recently started selling boxes of wonky veg as part of its ‘Beautiful on the Inside’ range, as an alternative to the shiny, pristine, all-the-same-size veg that consumers have come to expect from supermarkets.
So what’s the insight behind this move? Clearly, it’s about authenticity, health and the environment. As awareness rises about how our food gets from the farm to the fork, and interest in organic and natural products grows, consumers want to feel they’re eating real, honest food that’s doing them good, and doing the planet good. In the past, this has either meant expensive organic fare aimed at well-to-do foodies, or veg that’s so “natural” it’s got things living in it.
But Asda has come up with a way to fulfil this need for its customers while providing the guarantee of reliability that a major supermarket brand can offer – as well as the convenience of being able to pick it up with all the rest of your groceries.
Another interesting example of insight in action is this ad for Kalms herbal stress-relief tablets, which aired last year.