I am not apologising for repeating the definition of innovation that Kevin Roberts wrote in Lovemarks:
So an innovation is as great as the insights that inspire it and as poor as the weakest link that delivers it.
Reflecting on this a business group president observed:
“Understanding our consumer will of course produce product ideas. Good understanding, logically will generate good ideas. But in our battle for share at the margin good ideas alone are not enough. Success will come from something more than an idea. It will emerge from insight. And in my view insight derives from an intimacy of understanding. So we have to become expert in, indeed competitively the best in, sensitive observation of our consumer and his or her world.”
More pragmatically, we can define a consumer insight as the discovery of something interesting or enlightening about the consumer's needs, beliefs or behaviour. This penetrating understanding can provide hooks or clues to help us to identify opportunities to address the needs of consumers in new and competitively superior ways.
One of the challenges is to observe our consumers through a new lens
Picture uploaded by MegElizabeth_. Used with thanks under CC.
What are they discussing? Is it relevant to our strategy of bringing new benefits to the cleaning task? If I am a surface chemist does it inform me in any way? If I am a tool designer? a marketer? Deconstructing the whole experience over time might be revealing! But what are they discussing?