We explain what a insight or understanding and how this word is used in marketing, in marketing and in psychology or psychoanalysis.
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 areas, such as business, psychology or communication. In general, it is understood by insight to the ability to suddenly understand or discern the details of a given 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 that sense, we often talk about “having” the insight to do something, that is, to have the appropriate vision or perspective for the task. It is also possible that this term is used as a synonym for “sudden inspiration” or simply “mental enlightenment.”
The term insight It is composed of two Anglo-Saxon voices: in (“inside”) and sight (“vision”), and like any Anglicism or foreign loanword, it is always written in Spanish in italics.
See also: Comprehension
Insight in the world of marketing
In the world of business and marketing, we talk about insight to refer to the vision or the sales pitch, that is, the message that should be broadcast 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.
This is why advertising and marketing experts often consider it an initial and indispensable point in communication with the client. He insight of an advertising campaign is precisely the organization's view of its potential clients, that is, the perspective around which the company will organize its advertising speeches.
For example, a city car manufacturing company will undoubtedly 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 that certainly Some will attract you to the brand: the durability of the car, the comfort, the possibility of including the family in it, among others.
Types of insight in marketing
Marketing distinguishes between three types of insight or perspective offered to the consumer:
- emotional insight. It views the product as an element that will be 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 contained in advertising, and which refer to the archetypes of culture and its 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 understands a truth. That is, it is an internal vision or own understanding, which describes the way individuals approach the nature of a given problem.
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.
References
- “Insight (psychology)” on Wikipedia.
- “Insight, perlaboration and interpretation” by Tomás Bedó in the Uruguayan Journal of Psychoanalysis.
- “Insight” in The Britannica Dictionary.
