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insights in advertising: the key to understanding audience needs and creating successful campaigns

The perfect advertisement is created based on two elements: the desire of the buyer to satisfy their needs and the solution to the problem that prevents them from making a purchase. The marketer's task is to uncover the buyer's desires and understand what they are missing, in other words, to dig deeper and find the insight.

"Just do it" - Nike's advertising slogan. Notice that their advertising doesn't mention anything about quality, comfort, affordability, or a call to buy at a discount. The basis of the slogan is motivation for those who put off their desires, feel unsure. This advertising is like a "magic push" that helps move forward and, of course, only in Nike sneakers. The insight is the motivation that stands behind the visible advantages of the product.

Usually, people are guided by logic in surveys, but when it comes to purchasing, emotions become the main driving force, which people later justify with logic.

The words attributed to Henry Ford accurately reflect the essence of the problem: "If I had asked people what they wanted, they would have said faster horses."

If we disregard logic and look beneath it, finding the hidden motivation, we will discover the insight.

Where does insight come from in marketing?

Insight is more of a concept from psychology, although it was invented by mathematician Henri Poincaré in 1910: he used it to denote a sudden insight after a long period of work.

But the term gained wide recognition in 1925, thanks to Wolfgang Köhler and his experiments with humanoid monkeys. The animals were presented with problems that required mediated solutions. After several unsuccessful attempts, they stopped their active actions and simply started to observe the objects around them, after which they could quickly come to the correct solution.

In marketing and advertising, an insight refers to an unexpected understanding of a problem and its solution. Specifically, it refers to an obscure consumer motivation with which a brand can work, addressing the unconscious demands of the buyer. Our strategist Valeria Tyapina will provide more detailed information about how to work with insights and provide examples.

"Drink more water and be healthy" - this is not an insight. "All girls need smooth skin" - this is also not an insight. How do you recognize an insight? The consumer's reaction to the insight in your advertising should be the feeling of "I need this". Of course, the consumer does not recognize the insight in advertising, but they will perceive the message on an emotional level.

How to work with insights?

If you are not consciously working with the emotional motives of your audience, the consumer will rely on their internal motives, which we will not be able to influence: price, positive usage experience, product associations.

  • - An insight is a real problem, not an invented one. Therefore, we interact qualitatively with the audience to identify it, not to invent it: we communicate, conduct in-depth interviews, read reviews, write to people on social networks, and ask many questions.
  • - An insight is not the problem of a specific individual, but of a segment of the audience. Yes, most often we find insights when interacting with a specific person, but after it is identified, we need to test the hypothesis on the segment. Then the advertising campaign built on it will resonate with the audience.
  • - The insight must be deep. If it is an obvious observation, such as "women feel more confident with cosmetics," it will not help you create a deep advertising campaign. An insight is not stamps, cliches, and logic.

Bad marketing focuses on the product, while good marketing focuses on the customer and solving their problem. Thus, finding insights is a tool for identifying the problems and motivations of the audience.

How to use insights in an advertising campaign?

We believe in in-depth research and careful preparation before launching an advertising campaign. That's why we go through three comprehensive stages to create it:

So, thanks to insights, we identify the key problem of the audience that our brand can solve, and we form the answer at the final stage. Then, through our message, we convey to the audience the idea that we can help solve their problem.

How do brands use insights in advertising campaigns?


Electric scooters have become incredibly popular in large cities and can be found everywhere. However, people were not specifically trained in the rules of riding such scooters.

Сitymobil found out what their target audience was worried about: I want to move around the city quickly and conveniently on a scooter, but I don't understand what is normal on a scooter and what is not, as everyone rides as they please. So, I ride as I want, but when I go out on the road, I feel like a disrespectful scooter rider.

Citymobil launched a collaboration with children's writer Gregory Oster, who created a series of humorous poems-"bad advice" for scooter riders. For example, a startup for passenger transportation was proposed to large groups of people who try to fit on one scooter.

Popular TikTokers were also involved in the project, illustrating situations of "bad advice" in their videos.


In the United States, people love hot dogs, but typically hot dog buns and sausages come in different quantities in their packaging, which creates inconvenience for those who like to cook hot dogs at home.

Heinz saw an insight from their audience: "I love to cook hot dogs at home for my family, but every time I use a pack of buns, I'm left with 2 extra sausages that end up sitting in the fridge for weeks and get thrown out, and I'm outraged."

For National Hot Dog Day in the US, the company created an advertisement for "10 buns-10 sausages" with the message "Consumer convenience is most important. We demand package equality!"


The target audience for P&G is moms. Before launching an advertisement for laundry detergent, the brand conducted a survey and discovered an insight from its female customers: "I wash and bleach my children's clothes so that those around them can see a well-dressed child and understand that they have a good mom."

They included this message in their advertising, thus selling not laundry detergent, but the feeling of being a good mother.

How we search for and find insights

Despite the existence of search algorithms, forming an insight requires different amounts of hypotheses, questions, interviews, research time each time. But basically, we use the following algorithm:

  • — Immerse ourselves in the audience and look for as much quantitative data and research results in open sources as possible
  • — Identify audience segments
  • — Choose a segment that we could work with in an advertising campaign
  • — Look for people who are willing to openly talk and answer our questions
  • — Form initial hypotheses about what may worry these people and create questions to test each hypothesis
  • — Communicate without mentioning the brand, record the respondents' answers
  • — After the first surveys, analyze the motives and barriers of people
  • — Formulate new hypotheses and questions
  • — Test them
  • — Finalize the identified motives and barriers of the audience
  • — Identify insight

"I bought a Porsche 911 purely for safety reasons, and German cars are so reliable." Oh yeah, now we know why someone bought a Porsche 911. From marketing gurus who understand everything themselves to a simple cleaner - we all make purchasing decisions based on emotions. Knowing this, we'll sell the buyer not a Porsche 911, but, for example, status.

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Privacy Policy

1. An overview of data protection


The following gives a simple overview of what happens to your personal information when you visit our website. Personal information is any data with which you could be personally identified. Detailed information on the subject of data protection can be found in our privacy policy found below.

Data collection on our website

Who is responsible for the data collection on this website? The data collected on this website are processed by the website operator. The operator’s contact details can be found in the website’s required legal notice.

How do we collect your data?

Some data are collected when you provide it to us. This could, for example, be data you enter on a contact form.

Other data are collected automatically by our IT systems when you visit the website. These data are primarily technical data such as the browser and operating system you are using or when you accessed the page. These data are collected automatically as soon as you enter our website.

What do we use your data for?

Part of the data is collected to ensure the proper functioning of the website. Other data can be used to analyze how visitors use the site.

What rights do you have regarding your data?

You always have the right to request information about your stored data, its origin, its recipients, and the purpose of its collection at no charge. You also have the right to request that it be corrected, blocked, or deleted. You can contact us at any time using the address given in the legal notice if you have further questions about the issue of privacy and data protection. You may also, of course, file a complaint with the competent regulatory authorities.

Analytics and third-party tools

When visiting our website, statistical analyses may be made of your surfing behavior. This happens primarily using cookies and analytics. The analysis of your surfing behavior is usually anonymous, i.e. we will not be able to identify you from this data. You can object to this analysis or prevent it by not using certain tools. Detailed information can be found in the following privacy policy.

You can object to this analysis. We will inform you below about how to exercise your options in this regard.

2. General information and mandatory information

Data protection

The operators of this website take the protection of your personal data very seriously. We treat your personal data as confidential and in accordance with the statutory data protection regulations and this privacy policy.

If you use this website, various pieces of personal data will be collected. Personal information is any data with which you could be personally identified. This privacy policy explains what information we collect and what we use it for. It also explains how and for what purpose this happens.

Please note that data transmitted via the internet (e.g. via email communication) may be subject to security breaches. Complete protection of your data from third-party access is not possible.

Notice concerning the party responsible for this website
The party responsible for processing data on this website is:

Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

The responsible party is the natural or legal person who alone or jointly with others decides on the purposes and means of processing personal data (names, email addresses, etc.).

Revocation of your consent to the processing of your data

Many data processing operations are only possible with your express consent. You may revoke your consent at any time with future effect. An informal email making this request is sufficient. The data processed before we receive your request may still be legally processed.

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If SSL or TLS encryption is activated, the data you transfer to us cannot be read by third parties.

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As permitted by law, you have the right to be provided at any time with information free of charge about any of your personal data that is stored as well as its origin, the recipient and the purpose for which it has been processed. You also have the right to have this data corrected, blocked or deleted. You can contact us at any time using the address given in our legal notice if you have further questions on the topic of personal data.

Opposition to promotional emails

We hereby expressly prohibit the use of contact data published in the context of website legal notice requirements with regard to sending promotional and informational materials not expressly requested. The website operator reserves the right to take specific legal action if unsolicited advertising material, such as email spam, is received.

3. Data protection officer

Statutory data protection officer

We have appointed a data protection officer for our company.

Alexander Rusin
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

4. Data collection on our website


Some of our web pages use cookies. Cookies do not harm your computer and do not contain any viruses. Cookies help make our website more user-friendly, efficient, and secure. Cookies are small text files that are stored on your computer and saved by your browser.

Most of the cookies we use are so-called “session cookies.” They are automatically deleted after your visit. Other cookies remain in your device’s memory until you delete them. These cookies make it possible to recognize your browser when you next visit the site.

You can configure your browser to inform you about the use of cookies so that you can decide on a case-by-case basis whether to accept or reject a cookie. Alternatively, your browser can be configured to automatically accept cookies under certain conditions or to always reject them, or to automatically delete cookies when closing your browser. Disabling cookies may limit the functionality of this website.

Cookies which are necessary to allow electronic communications or to provide certain functions you wish to use (such as the shopping cart) are stored pursuant to Art. 6 paragraph 1, letter f of DSGVO. The website operator has a legitimate interest in the storage of cookies to ensure an optimized service provided free of technical errors. If other cookies (such as those used to analyze your surfing behavior) are also stored, they will be treated separately in this privacy policy.

Server log files

The website provider automatically collects and stores information that your browser automatically transmits to us in “server log files”. These are:

Browser type and browser version
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Time of the server request
IP address
These data will not be combined with data from other sources.

The basis for data processing is Art. 6 (1) (b) DSGVO, which allows the processing of data to fulfill a contract or for measures preliminary to a contract.

5. Analytics and advertising

Google Analytics

This website uses Google Analytics, a web analytics service. It is operated by Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA.

Google Analytics uses so-called “cookies”. These are text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

Google Analytics cookies are stored based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing user behavior to optimize both its website and its advertising.

IP anonymization

We have activated the IP anonymization feature on this website. Your IP address will be shortened by Google within the European Union or other parties to the Agreement on the European Economic Area prior to transmission to the United States. Only in exceptional cases is the full IP address sent to a Google server in the US and shortened there. Google will use this information on behalf of the operator of this website to evaluate your use of the website, to compile reports on website activity, and to provide other services regarding website activity and Internet usage for the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.

Browser plugin

You can prevent these cookies being stored by selecting the appropriate settings in your browser. However, we wish to point out that doing so may mean you will not be able to enjoy the full functionality of this website. You can also prevent the data generated by cookies about your use of the website (incl. your IP address) from being passed to Google, and the processing of these data by Google, by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=en.

Objecting to the collection of data

You can prevent the collection of your data by Google Analytics by clicking on the following link. An opt-out cookie will be set to prevent your data from being collected on future visits to this site: Disable Google Analytics.

For more information about how Google Analytics handles user data, see Google’s privacy policy: support.google.com

Outsourced data processing

We have entered into an agreement with Google for the outsourcing of our data processing and fully implement the strict requirements of the German data protection authorities when using Google Analytics.

Demographic data collection by Google Analytics

This website uses Google Analytics’ demographic features. This allows reports to be generated containing statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google and third-party visitor data. This collected data cannot be attributed to any specific individual person. You can disable this feature at any time by adjusting the ads settings in your Google account or you can forbid the collection of your data by Google Analytics as described in the section “Refusal of data collection”.

Google Analytics Remarketing

Our websites use the features of Google Analytics Remarketing combined with the cross-device capabilities of Google AdWords and DoubleClick. This service is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA.

This feature makes it possible to link target audiences for promotional marketing created with Google Analytics Remarketing to the cross-device capabilities of Google AdWords and Google DoubleClick. This allows advertising to be displayed based on your personal interests, identified based on your previous usage and surfing behavior on one device (e.g. your mobile phone), on other devices (such as a tablet or computer).

Once you have given your consent, Google will associate your web and app browsing history with your Google Account for this purpose. That way, any device that signs in to your Google Account can use the same personalized promotional messaging.

To support this feature, Google Analytics collects Google-authenticated IDs of users that are temporarily linked to our Google Analytics data to define and create audiences for cross-device ad promotion.

You can permanently opt out of cross-device remarketing/targeting by turning off personalized advertising in your Google Account; follow this link: https://www.google.com/settings/ads/onweb/?hl=en.

The aggregation of the data collected in your Google Account data is based solely on your consent, which you may give or withdraw from Google per Art. 6 (1) (a) DSGVO. For data collection operations not merged into your Google Account (for example, because you do not have a Google Account or have objected to the merge), the collection of data is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing anonymous user behavior for promotional purposes.

For more information and the Google Privacy Policy, go to: https://www.google.com/policies/technologies/ads/.

6. Newsletter

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We will, therefore, process any data you enter onto the contact form only with your consent per Art. 6 (1) (a) DSGVO. You can revoke consent to the storage of your data and email address as well as their use for sending the newsletter at any time, e.g. through the “unsubscribe” link in the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted. Data we have stored for other purposes (e.g. email addresses for the members area) remain unaffected.

Data processing is based on Art. 6 (1) (a) DSGVO. You may revoke your consent at any time by unsubscribing to the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted from our servers. Data we have stored for other purposes remains unaffected.

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