The emergence of social media in the advertising landscape means that these are not only the focus of campaigns, but that their content is also used to gain insight into the consumer's mindset, a method known as insight . This article was written by Ezequiel Fritz, strategic planning advisor and research volunteer at The Unicist Research Institute.
For Javier Mollo , author of the book bank data Advertising Creativity , insight is a collective knowledge and a social truth, which lies in the idea that a certain group of people has about a fact.
Paul Kemp-Robertson, director of Contagious Magazine , defines this method as a natural exchange, something inherent to human nature.
“People have been sharing stories and paintings long before the wheel was invented. Spreading ideas and gossiping is part of human nature. Going viral is deeply rooted in our DNA,” Robertson said.
The first stage of this tool is research, which involves establishing a direct relationship with the public to collect data and analyze the presentations of satisfied users.
The second part of the work consists of clarifying the data by clarifying its origin, frequency and scope, while the third step seeks out duplications, since on the Internet repetition implies strength.
In the fourth stage, the concepts found are elaborated when they are repeated in more than 10 cases and in the final stage the material is evaluated through qualitative and quantitative studies to assist in the strategic planning of a campaign.