Identifying Hidden Insights
By: Sergio Saucedo
Today brands know more about their audience than any time in history. Data is used every day to inform a brands positioning, content strategy, among other things. However, still with so much brands sometimes find it difficult to extract important insights about their customers. Knowing how to identify hidden trends can make a huge difference when it comes to effectiveness, especially for brands looking for new growth opportunities.
When combing through your insights, the following questions can help separate meaningful insights from noise:
- Is the signal strong enough?
- Do these insights tell a story that makes sense?
Keep in mind that strong signals should identify something that is unique for your brand or customer base, if it doesn’t it is probably just a commonly shared interest. A great example of a strong signal is from Pedialyte, the electrolyte solution maker who figured out that apart from children, adults tend to use their product as a cure for a hangover. This prompted the brand to expand their messaging and target audience. Like Pedialyte, once you have identified a strong insight, you need to test it to make sure the story holds true. Testing can be done by buying media and/or using a new targeting tactic and is crucial to understanding if this piece of information helps a brand make sense of an untapped opportunity.