Consumer Insights Pill


In fast-moving and highly competing markets, the ability to tap into consumer understanding better than your competitors is essential.
Writing winning insights is necessary to make sense of consumers’ behavior and convert it into actions. This pill summarizes 20 years of generating, documenting, validating, and testing consumer Insights. Learn how to write an insight by structuring it according to ACB, Benefit, and End-state.


Key Features

Knowledge Pills - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Knowledge Pills - Benefits

Convenient & Accessible

At your own pace, short video that you can re-watch as many times as you want, for 30 days from purchase. Presentation included in the purchase, available for download in PDF format.

Knowledge Pills - Tech


Video on Demand, based on Vimeo technology. Available 24h/7days. Accessible from any browser supported by Vimeo.

Key Reviews

Consumer Insights: Objective

The objective of this pill is to provide a practical approach to thinking of consumer insights. We present a three-step model, which allows separating the insight into three key components. By using the model, we can more effectively generate insights, but also write them, which is a key step into testing and validation. Harnessing consumer knowledge is helpful both at the strategic and operational levels. It is a key driver of innovation development and successful launches, but also a key piece of the puzzle in understanding promotional effectiveness, predicting churn, or determining ideal pricing.

Consumer Insights: Examples

In the pill, we analyze some real-life examples and look at how brands leverage each of the components in real life. This allows us to understand the real-life consequences of the choices we take in the modeling, but also keeps the focus very practical.

Pill Structure

  1. What is an Insight? Definitions and Examples
  2. Insight Framework: Actual Consumer Belief, Benefit, and End-state
  3. Dos and Donts: best practices in building, writing, and validating insights

Why now?

According to advisory giant McKinsey:

Consumer beliefs and behaviors are changing fast. To keep up with—and perhaps even influence—those changes, companies must leverage deep consumer insights.