Shopper Vs Consumer insighs

"What constitutes a shopper insight? Sometimes people get confused about that and confuse insights with observations or information. Information is really important in running a business, but having trully differentiated insights can take your business to the next level. At Unilever, an insight is a penetrating understanding that can lead to a business-building opportunity. A shopper insight focuses on the process that takes place between that first thought the consumer has about purchasing an item, all the way thought the selection of that item.

How is that different from a consumer insight? A consumer insight refers to all the other aspects that define the relationship between a brand and the consumer. That is, a penetrating understanding of how people are using products and understanding the "need gaps" amongst consumers."

by Lisa Klauser, Vice President Consumer and Customer Soluctions Unilever North America

Via The Hub