Finding an “insight” is the holy grail of marketing. Brands spend years and dollars mining data to find exactly the right way to connect with their target audience. The “insight” becomes the unique aspect of the target where the brand can find an even more unique connection.
Finding the “insight” is a big part of what I teach in my class at NYU. It’s a big part of the work I do with clients. And there’s no better example than that of the brand Luvs.