We explain what is a insight or understanding and how this word is used in marketing, marketing and psychology or psychoanalysis.

A child ponders and opens his eyes upon experiencing the insight.
The insight it can be the sudden possibility of understanding something.

What is a insight?

insight It is an Anglo-Saxon word that can be translated into Spanish as “understanding” or “perception”, but which is used in its original form within different fields, such as business, psychology or communication. In general, it is understood by insight a the ability to understand or discern suddenly, suddenly, the details of a certain situation.

With insight it is possible to refer both to the sudden possibility of glimpsing the central or vital aspects of a problem, and to the ability to do so at will. In this sense, one usually speaks of “having” the insight to do something, that is, to have the right vision or perspective for the task. It is also possible that this term is used as a synonym for “sudden inspiration” or simply for “mental illumination”.

The term insight It is composed of two Anglo-Saxon voices: in (“inside”) and sight (“vision”), and like any Anglicism or foreign loan, it is always written in Spanish in italics.

See also: Understanding

insight in the marketing world

In the world of business and marketing, we talk about insight to refer to the vision or sales pitch, that is, to the message that should be issued so that the product is captured by its natural consumers. It is not a quantifiable data, nor a marketing strategy, but a way of transmitting the idea contained in the product to its natural audience.

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This is why advertising and marketing experts often consider it an essential starting point in customer communication. The insight of an advertising campaign is precisely the look of the organization facing its potential customers, that is, the perspective around which the company will organize its advertising speeches.

For example, a city car manufacturing company will no doubt want to focus on the city and everyday aspects of its product and its clientele, referring to problems or details that even the consumer may not be aware of, but which they certainly do. some will attract him to the brand: the durability of the car, the comfort, the possibility of including the family in it, among others.

Types insight in marketing

The insight is used in an advertising poster showing a woman wearing sunglasses.
In marketing, the insight You can associate a product with a lifestyle.

Marketing distinguishes between three types of insight or perspective offered to the consumer:

  • emotional insight. It contemplates the product as an element that will form part of the consumer’s lifestyle, and appeals to subjective, affective or passionate discourses.
  • symbolic insight. It appeals to the non-formal and non-explicit messages that advertising contains, and which refer to the archetypes of culture and their traditional associations.
  • cultural insight. It focuses on the cultural context of the consumer, that is, their customs, their religion, their particular language or their beliefs, to integrate the product into them.

insight in psychology and psychoanalysis

In the field of psychology and the study of the mind, the term is used insight To refer to the perception or understanding by which an individual grasps or deeply comprehends a truth. That is, it is an internal vision or an understanding of one’s own, which describes how individuals approach the nature of a given problem.

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In this sense, the insight It can be of three types:

  • intellectual insight. When it is based on the application of reason or logical and conscious thoughts, as a tool to capture reality or find the solution to a problem.
  • Emotional or visceral insight. When it is based on affectivity, passions or the deep feeling of being, that is, when the subject apprehends ideas through his feelings or his subjective experience of the world.
  • structural insight. When it is based on the union of conscious and unconscious structures, as a way of approaching ideas or solutions.


  • “Insight (psychology)” on Wikipedia.
  • “Insight, perlaboration and interpretation” by Tomás Bedó in the Uruguayan Journal of Psychoanalysis.
  • “Insight” in The Britannica Dictionary.