Consumer Insight in Marketing

These flashcards cover essential terms and concepts related to consumer insights and marketing strategies discussed in the lecture.

Consumer Insight

Discoveries about motivations, fundamental human truths, and penetrating observations about human behavior that inform brand and campaign strategy.

The 4 P's of Marketing

Product, Price, Place, Promotion.

Consumer Insight

Discoveries about motivations, fundamental human truths, and penetrating observations about human behavior that inform brand and campaign strategy.

The 4 P's of Marketing

Product, Price, Place, Promotion.

Psychographics

Insights into lifestyle, values, beliefs, interests, and personality traits of an audience.

The Sweet Spot

The greatest opportunity for a brand to connect with a consumer by understanding their wants and needs.

Emotional Connection

The connection a brand develops with consumers based on feelings, experiences, and reputation, as opposed to just the product.

Marketing vs. Advertising

Marketing involves a broader process of understanding customer needs and developing strategies; advertising is a paid promotional activity to share a message with a target audience.

Insight

The capacity to gain an accurate and intuitive understanding of a person or situation, often related to consumer behavior.

Target Audience

The specific group of consumers a marketing campaign is aimed at.

Cultural and Social Factors

External influences like cultural norms, trends, and social movements that affect consumer behavior.

Behavioral Insights

Understanding how a person interacts with a product, brand, or service.