If you work in marketing, you hear the word “insight” in almost every meeting. I started my career in market research in 2011, and I still find the insight statement one of the hardest things to get right. In this post, I am sharing the simple formula I use, along with four examples, so that you can write one yourself.
Key takeaways
- A consumer insight statement explains why people behave the way they do.
- It has three parts: observation, motivation and tension.
- The tension is the most valuable part, because it shows where your brand can help.
- Always write it in the consumer’s own words.
What is a consumer insight statement?
A consumer insight statement is one or two sentences, written in the consumer’s voice, that explain why people behave the way they do. A good one also reveals a tension that your brand can solve.
The formula I use
Observation + motivation + tension.
| Part | Question it answers | Sentence starter |
|---|---|---|
| Observation | What do people do? | “I…” |
| Motivation | Why do they do it? | “because…” |
| Tension | What gets in the way? | “but…” |
Writing in the first person helps a lot. It makes you think like the consumer and use the words they would use.
Four examples
I use these examples whenever I explain this to someone new. The brands and categories are hypothetical.
1. Instant coffee
- Weak: “Consumers want coffee that is quick to make.”
- Strong: “I make instant coffee every morning because I have ten minutes before I leave, but drinking it reminds me that I’ve stopped making time for things I enjoy.”
The strong version tells you about a feeling. The opportunity for the brand is to make those ten minutes feel like a small ritual.
2. Laundry detergent
- Weak: “Mothers want clean clothes for their children.”
- Strong: “I let my kids play in the mud because I want them to have a real childhood, but every stain feels like proof to other parents that I’m not on top of things.”
The real tension here is the fear of being judged by other parents.
3. Savings app
- Weak: “Young people find it hard to save.”
- Strong: “I know I should save because I see friends buying homes, but every time I try, the amount feels too small to matter, so I stop.”
Now the brief becomes clear. The brand has to make small amounts feel meaningful.
4. Food delivery
- Weak: “People order in because they are busy.”
- Strong: “I order dinner on weeknights because I’m exhausted, but I feel guilty that I’m not cooking for my family the way my mother did.”
The brand’s real job is to take away the guilt.
Three tests for your statement
- Is it true? It should be supported by several consumers and more than one source.
- Is it fresh? It should tell your team something they had missed.
- Can you act on it? It should point to what you will say or make differently.
Common mistakes
- Stating a fact. “Most shoppers compare prices” tells you what happens. You still need the why.
- Writing the solution in. “People want a faster app” is your product plan. Go back to the person and their problem.
- Skipping the tension. The “but” is where the brand finds its role, so always include it.
- Using marketing language. Use the words a real person would say at home.
FAQ
What is a consumer insight statement?
A short statement in the consumer’s voice that explains why people behave as they do and reveals a tension a brand can solve.
What is the difference between an observation and an insight?
An observation describes what people do. An insight explains why they do it.
How long should an insight statement be?
One or two sentences is enough.
Related reading
- 5 reasons consumer insights matter in decision-making
- Qualitative vs quantitative research: when to use which
- How to interpret data: 2 habits
If you found this post useful, do share it with your friends and colleagues. If you have any questions, leave a comment below and I will reply.
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