PULSE

INSIGHT

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Insight (literally "internal vision") is a term used in psychology, and defines the concept of "intuition", in the immediate and sudden form.

The insight consists in the sudden and sudden understanding of the strategy useful to arrive at the solution of a problem or the solution itself. Unlike what is considered problem solving in general, where the solution of the problem is achieved through an analytical and consequential construction, insight occurs in a single step and appears unexpectedly in the solver's mind. Insight is often the result of a restructuring of the elements of the problem, even in the absence of pre-existing interpretations.

From a psychological perspective, the ability to have important introspective access to one's emotions and internal states is important, and to the extent that people have limited introspective access to these underlying causes, they also have limited control over these processes.

In other words, Insight is a term used by psychology to indicate a redefinition of the system by the subject, a redefinition that allows the subject to solve the problem posed to him. This concept is important because it describes the learning process in new terms, not by "trials and errors" as per behaviorist tradition, but by reconfiguring the problem space, a conceptual restructuring of the available elements and consequent leap towards solution.

 

Marketing disciplines

In marketing discipline, with “consumer insight“ we mean the understanding of the deep motivations that induce a consumer to adopt a certain behavior according to a particular stimulus. The need to identify insight is given by the fact that the wording of the product promise, which is the heart of the advertising message, depends on it: if the insight intuition is correct, the resulting advertising promise will be effective; conversely, if the insight proves unfounded, the promise will be inconsistent and the consumer will remain insensitive to the recall.