Competitividad

Great brands connect with people. Yet it is rarely easy to find a magic formula to make this happen. A good place to start is with customers. A key insight about the way they use a product can open the door for a brand to form a genuine relationship with consumers. This can give a brand the competitive edge it needs to dominate a market or earn blockbuster sales.

Management teams thus often feel tremendous pressure to uncover insights. Investing heavily in consumer research, they assume that insights will appear naturally. But in their eagerness to find them, they often miss them completely

Identifying a pivotal consumer insight is not an easy process, but it is also not as elusive as people might think. Many people commonly misunderstand what an insight is and therefore misunderstand how to find one. At Landor, we think of an insight as a not-yet-obvious understanding about a customer, competitive set, category, or company that can become the basis for competitive advantage and unlock growth.1 An insight provides a new perspective that can enable the effective transformation of a brand and business.

Research gathers information about a subject, but this is only a first step toward identifying an insight. Additional analysis is required to cull insights from

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