WPP - Why is a Good Insight Like a Refrigerator?
insights, is where you plan for learning that gleans insights about your customers and prospects. These insights happen when you discover the “why” behind the results you observe. When you see a pattern that implies a motivational driver or usability principle, you can use it to create many more test hypotheses.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Notice how the second prompt gives rise to more-emotional language. You’ve shifted from visualizing an idea (I want you to know something) to trying to persuade someone that the idea is good (I need you to believe something).
Scott Berinato • Good Charts
Insight is a deep understanding of the problem and of customers. Insight gives you a perspective that others just don’t have.
John Zeratsky • Click: How to Make What People Want
When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care. Taken together, the messaging, pricing, features, branding, partners and customers create context and set the scene for the product.
