Marketing test: Insights House redefines the place of the consumer in marketing decisions.
To do this, the firm is launching FlashInsight, a market intelligence solution based on synthetic personas acculturated to the Moroccan consumer. The goal is to allow brands, advertisers and agencies to more quickly test a naming, a promise, a storyboard, a brand territory or an offer scenario. “Our ambition is to offer synthetic intelligence that truly speaks the language of the Moroccan consumer. Not an abstract consumer, but a situated consumer, with his tensions, his trade-offs, his aspirations and his contradictions,” specifies Ainad Bachir, general manager of Insights House and partner of FlashInsight in Morocco and Africa.
Referring to Insights House, the added value of FlashInsight lies in the exploration phases, when teams still need to compare several options, challenge an intuition or prioritize hypotheses. In 24 to 48 hours, the solution provides an initial structured reading of possible market reactions: understanding, clarity, credibility, buy-in, areas of friction, levers of interest and avenues for optimization.
For agencies, it makes it easier to compare several creative routes before presenting them to the client. For brands, it helps to anticipate the reactions of different segments, clarify a brief, identify support levers and prioritize the most promising avenues before devoting more resources to them.
