Harnessing the power of consumer insight

Purpose – Marketing today requires gaining deeper understanding – beyond traditional insight‐gathering techniques –of the “whys,” “whens” and “hows” of human behavior. This article aims to explore how deep you must go, while revealing market‐savvy ways to make your product or brand better serve the needs of your target consumer. Design/methodology/approach – The article is based on Hiebing's more than 25 years of integrated brand development and marketing experience, which has helped hundreds of clients find, design and deliver powerful strategies and communications that have increased brands' impacts and profits. Findings – Gaining true consumer understanding before developing strategies and crafting communications – or even the brand itself – is critical for success. The profusion of consumer options means marketers must delve deeper than ever before to truly understand the target's underlying motivation for purchase and usage of products. Originality/value – This article challenges the belief that traditional market research alone is enough to succeed in today's world. It is equally important to understand the complexities of consumer motivation and decision making.