Principles of

Marketing
Insights
It’s no longer an economical
phenomenon, it’s culture.
 Insights

15 thousand transactions per day

 Insights

3 thousand transactions per day

 Insights
Investment Steal

Win Lose
 Insights

Insight: They constitute human truths that allow us to understand the

profound emotional, symbolic and deep relationship between a
consumer and a product.

An undisclosed truth = Humanization

Consumer Insight: They represent a fresh, and still obvious,

understanding of the deeper motivations, values, desires and needs of
consumers that form the basis of a competitive strategy.

Deep Needs = Strategy

 Insights
An Insight is NOT Equivalent to a Data. Myths and Truths

The Insight is 99.9% perspiration and 0.1% Inspiration.

Insight is a humanist view of consumption.

Insight Assumes Identifies a connection.

Insight arises from an unexplained motivation or need.

An Insight is NOT rational.

DORIA
DORIA
 DORIA
Insight:

Getting an insight is
very difficult if we
do not understand
the culture!
 Insights
1. Revealed: Represents a discovery regarding the feeling, thinking or
acting of the consumer.

2. Intuitive: Insight is born of the possibility of opening the eyes, what is

not seen with the eyes, is seen with the soul!

3. Disruptive: It implies a new consumer and consumer perspective.

Look with another eyes.

4. Shared: It represents a collective truth because it groups the hidden

needs.

5. Actionable: Reveals an opportunity or possible competitive

advantage: Innovation, Branding or Communication layers of falling
in love with the consumer.
 Insights

Needs

What do we have to know to

Wants achieve a relevant and powerful
Insight?

Demands
Insights
Insights

Why do you study?

 Insights

Emotional, symbolic and profound between a consumer and a product.

Insight

Needs

Product Wants Consumer

Demand

Value preposition
 Insights

Communication

Insight

Innovation Branding
 TRUMP
Make America Great Again
 TRUMP
¿Coca Cola vs Donald Trump?
 Onsights

Insights Funnel Omarketing®

 Metodología Onsights

Projective
Feel techniques

People will forget what

you said or did, but
they will NOT forget
Insight how you made them
FEEL

Say Act
Facilitating Ethnographic
techniques techniques