{"id":329,"date":"2015-12-09T17:18:26","date_gmt":"2015-12-09T17:18:26","guid":{"rendered":"https:\/\/blogs.uao.es\/publicidad-rrpp\/?p=329"},"modified":"2018-05-03T15:59:36","modified_gmt":"2018-05-03T15:59:36","slug":"en-busca-del-consumer-insight","status":"publish","type":"post","link":"https:\/\/blogs.uao.es\/publicidad-rrpp\/2015\/12\/09\/en-busca-del-consumer-insight\/","title":{"rendered":"En busca del consumer insight"},"content":{"rendered":"<p><strong>El insight<\/strong>, ese \u201cpalabro\u201d que nunca acaba de entrar en la mente del estudiante de comunicaci\u00f3n; uno de esos anglicismos del que tanto depende el trabajo del creativo y que al resto del planeta le \u201ctrae sin cuidado\u201d.<\/p>\n<p style=\"text-align: justify\">Y es que <strong>uno de los ideales del marketing y de la publicidad es el de entender al consumidor<\/strong>. Para ello, no hay nada mejor que rastrear, rebuscar, olfatear e investigar en <strong>las emociones de los ciudadanos, en su d\u00eda a d\u00eda, en sus experiencias y costumbres, en sus h\u00e1bitos y actitudes; pero tambi\u00e9n en sus frustraciones, deseos, anhelos<\/strong>. Incluso en necesidades desconocidas, ya nos encargaremos de generarlas. \u00bfAcaso antes necesit\u00e1bamos una pulsera para mantener el equilibrio o llevar un reloj que nos diera la previsi\u00f3n de lluvia en Londres, como el <em>Apple Watch<\/em>? El insight, a fin de cuentas, como dice Jordi Iglesias, director servicios al cliente de JWT, \u00abes un descubrimiento revelador que hacemos acerca del mercado, de los productos, las modas y tendencias de la sociedad, los cuales percibimos como si fueran vistas <strong>a trav\u00e9s de los ojos del consumidor\u00bb<\/strong>.<\/p>\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\">\n<figure id=\"attachment_681\" aria-describedby=\"caption-attachment-681\" style=\"width: 557px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-681 \" src=\"https:\/\/blogs.uao.es\/publicidad-rrpp\/wp-content\/uploads\/sites\/14\/2017\/07\/630cellllll.jpg\" alt=\"\" width=\"557\" height=\"371\" srcset=\"https:\/\/blogs.uao.es\/publicidad-rrpp\/wp-content\/uploads\/sites\/14\/2017\/07\/630cellllll.jpg 630w, https:\/\/blogs.uao.es\/publicidad-rrpp\/wp-content\/uploads\/sites\/14\/2017\/07\/630cellllll-300x200.jpg 300w\" sizes=\"auto, (max-width: 557px) 100vw, 557px\" \/><figcaption id=\"caption-attachment-681\" class=\"wp-caption-text\">Entre los h\u00e1bitos y costumbres actuales, encontramos la nomofobia.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\"><strong>Los <em>consumer insights<\/em> nos ayudan a conectar marcas con personas, generando de esta forma conceptos basados en \u201cverdades\u201d sociales<\/strong>. Para descubrir un insight, hay que observar al consumidor en su d\u00eda a d\u00eda, debemos ponernos en su piel y plantearnos preguntas y respuestas en primera persona. Ello nos proporciona una informaci\u00f3n directa sobre nuestro consumidor, que nos ayudar\u00e1 a crear un concepto en base a una caracter\u00edstica objetiva o subjetiva de nuestro producto o servicio que satisfaga ese <em>consumer insight<\/em>.<\/p>\n<p style=\"text-align: justify\">Alguien se ha preguntado el porqu\u00e9 del \u00e9xito de un anuncio en el que una mano que sal\u00eda por la ventana de un BMW y una voz te dec\u00eda \u00bfTe gusta conducir?; \u00bfPor qu\u00e9 un slogan como \u201ccueces o enriqueces\u201d, cal\u00f3 tan hondo en la sociedad?; \u00bfC\u00f3mo es que todos sabemos que Sanex nutre y cuida la piel o que las pilas Duracell Alcalinas duran m\u00e1s que cualquier otra? \u00bfPor qu\u00e9 Bienvenidos a la Rep\u00fablica independiente de tu casa? <strong>Todo empieza a tener sentido si analizamos las campa\u00f1as a trav\u00e9s de insights&#8230;<\/strong><\/p>\n<p style=\"text-align: justify\">Podemos concluir, por tanto, que <strong>detr\u00e1s de cada gran campa\u00f1a siempre hay un gran insight muy coherente con la marca y el target;<\/strong> conseguirlo es una de las tareas m\u00e1s complicadas\u00a0para las mentes pensantes de una Agencia de Publicidad.<\/p>\n<p style=\"text-align: justify\"><strong>Un buen insight se suele aferrar muy fuerte a la marca<\/strong>, consiguiendo que el consumidor lo asocie directamente en forma de un concepto, como sucedi\u00f3 durante d\u00e9cadas con Volvo y la seguridad o Estrella y el Mediterr\u00e1neamente; <strong>es trascendente no repetir el mismo insight que otra marca<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El insight, ese \u201cpalabro\u201d que nunca acaba de entrar en la mente del estudiante de comunicaci\u00f3n; uno de esos anglicismos del que tanto depende el&hellip;<\/p>\n","protected":false},"author":47,"featured_media":681,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2,7,9,10],"tags":[17,45,46,48,58,61,62,63,104,110,116,118,147,150,179],"class_list":["post-329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumnos","category-ex-alumnos","category-noticias","category-profesores","tag-advertainment","tag-brand-insights","tag-branded-content","tag-branding","tag-comunicacion","tag-consumer-insight","tag-copy-platform","tag-creatividad","tag-insight","tag-key-visual","tag-marketing","tag-marketing-de-contenidos","tag-publicidad","tag-publicitat-i-rrpp","tag-universitat-abat-oliba"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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