Uncovering the insights that fuel innovation is about setting aside your preconceptions about consumer behaviour, says Happen’s client director Sara Adams
Behind every great consumer innovation lies a great insight.
But a consumer insight is more than just a clever observation. It’s a way of explaining consumer behaviour and the motivations behind it, based on clues you’ve observed. And if you want to do anything useful with your insight, it needs to be something you can use to drive commercial growth.
Marketers find these insights by getting close to consumers, studying their behaviour, and keeping their eyes – and minds – wide open for clues. This means setting aside what we at Happen call “filters” – the preconceptions, expectations and established ways of thinking that we use to navigate the world and make sense of it. Any psychologist will tell you that we all carry round with us a catalogue of biases that colour how we see things; and each of us has our own little foibles, quirks and preoccupations that will influence what we look out for and why.