An insight is a statement based on a deep understanding of your target consumers' attitudes and beliefs, which connect at an emotional level with your consumer, provoking a clear response which, when leveraged, has the power to change consumer behaviour. Insights must affect a change in consumer behaviour that benefits your brand, leading to the achievement of the marketing objective.
When your communication program is acting on a profiled target group with the right insight and following well thought steps (data tree), it is going to be a performing program with great return on investment.
“The organic nature of the web means that when you are
the world's largest retailer, people will talk”
Wanda Young, senior director-digital marketing at Walmart