A customer insight, or consumer insight (CI), is an interpretation of trends in human behaviors which aims to increase the effectiveness of a product or service for the consumer, as well as increase sales for the financial benefit of those provisioning the product or service.
[1] There is an overlap between market research and customer insights.
[2] The insights can be acquired using competitive intelligence, big data, machine learning, social media listening, geomarketing, and text analytics,[2] as well as market research, predictive analytics and database marketing.
[3] Specifically, consumer insights is a field that focuses on analyzing market research and acting as a bridge between research and marketing departments within a company.
Its main purpose is to understand why the consumer cares for the brand as well as their underlying mindsets, moods, motivation, desires, aspirations, that motivates and trigger their attitude and actions.