¿Qué es un insight en marketing y en qué se diferencia de los datos?

Inicio Foros Communitools y su Comunidad ¿Qué es un insight en marketing y en qué se diferencia de los datos?

  • Este debate tiene 14 respuestas, 15 mensajes y ha sido actualizado por última vez el hace 1 año por Laura.
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  • #15110
    Mariché Navío Navarro

    En comunicación online y marketing digital, es muy habitual encontrar confusiones con el término “insight”, de forma que muchos consideran que se trata de la conclusión de unos datos. Sin embargo, un “insight” representa un conocimiento mucho más profundo de los usuarios.

    ¡Comencemos el debate! ¿Qué es un “insight” y en qué se diferencia de las conclusiones de una investigación de mercados o el resumen de datos de analítica digital?


    In online communication and digital marketing, it is very common to find confusion with the term “insight”, so that many consider it to be the conclusion of some data. However, an “insight” represents a much deeper knowledge of users.

    Let’s start the debate! What is an “insight” and how does it differ from the conclusions of market research or the summary of digital analytics data?

    Lucia de la Cueva

    It is a thought that might or might not be expressed by the customers that helps businesses get to know their real needs creating therefore a marketing opportunity


    An insight is a general truth based on a perception of the world around us, which allows us to understand what is happening, why and how it can be solved.

    Nathalie Luidvinovsky

    Social media insights are defined as consumer insights from social media channels. This information helps the page gain a deeper understanding and of their audience.


    Insights are a number analytics of the performance of a piece of content. This information analysis allows us to make conclusions and set our goals
    It is different from data in the aspect that data is unprocessed information with no given context.

    Santos Castro

    An insight represents the information of a topic much developed compared to a data report or any report. This allows the user to fully comprehended and examines the audience’s interaction with its content.


    The term ‘insight’ means understanding, perception or knowledge. Insight is knowledge that adds value and serves to create or improve something. When information is seen in a context and knowledge and experience are brought in to interpret it, you get business insights. Insight is gained by analyzing data and information to understand what is going on with the particular situation or phenomena. Insights dive deeper into data and connect dots that may seem unrelated to shed light on the questions under consideration.

    Ellen Lindback

    Insight is gathered when analyzing data and information to understand a particular situation and be able to draw conclusions.

    Paula Cáceres

    The main difference is that an insight is the capacity of understanding something, and a data report is a process of organizing information to understand better the “raw” data.


    The use of market insights has had a major surge thanks to the ability of companies to collect massive amounts of data based on informative consumer habits, industry patterns, market competition, and the state of the economy. All of these factors can have a direct impact on a marketing campaign’s ability to succeed, making the information they extract from data invaluable.

    Data and conclusions are both key elements of a marketing research process. In carrying out a study or experiment, data is the result collected from testing. Conclusions are your interpretation of the data. In essence, by reviewing the data collected, you decide whether the results aligned with your hypothesis or contradicted it.

    Paula Sanz

    In marketing, insights are collections of data that provide marketers with valuable information on the wants and needs of the brand, they are a more in-depth understanding of customer needs, behaviors, attitudes and motivations that can inform and guide marketing strategies.

    While a conclusion in marketing is the summary of findings derived from a marketing study, analysis, or research, therefore a conclusion presents the results of the marketing effort in a clear and concise manner.


    An insight in marketing is a deep, non-obvious understanding of consumers’ wants, needs or motivations. It is an understanding that goes beyond raw data and uses research and observation to create an emotional and psychological understanding of consumers.

    Data are objective, quantifiable facts about consumers, such as their age, income or purchasing behaviour. Insights, on the other hand, are subjective and intangible understandings gained from data that help companies understand the motivations, wants and needs of their potential customers.

    Lucía Ley

    In contrast to market research, consumer insight research looks at data relevant to your brand in order to make actionable conclusions. With these data-based conclusions, you can make better business decisions and meet the needs of your customers.

    Paulina Gerli

    An insight is a deep understanding that involves connecting separate pieces of information to create a single idea. This is different from any conclusions of a market research, because these are based on statistical analysis of data. This research provides a clear understanding of the market or target audience, meanwhile insights are typically more valuable because they provide understanding that can inspire innovative solutions.


    An insight is a deeper understanding or interpretation of a situation, problem, or phenomenon that goes beyond the surface level. It often involves recognizing a pattern, discovering a new perspective, or uncovering a hidden truth.

    In contrast, the conclusions of market research or the summary of digital analytics data typically provide a more straightforward description or summary of data, without necessarily providing a deeper understanding of why certain patterns or trends are emerging. While they can be useful in providing data-driven insights.

    For example, market research data may indicate that customers are dissatisfied with a particular aspect of the product, but the insight would be to understand the reasons for their dissatisfaction and identify specific improvements that can be made.

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