What Is an Insight – and Why Is It Essential for Effective Corporate Communication?
Insight: more than data – and not just a good idea
Insight sits at the heart of corporate communication: a deeper understanding of how the target audience thinks, what they feel and what motivates them. It is not enough to know that 30% of employees do not save for retirement – we also need to understand why they don’t. Insight answers this “why” question, and it is from this foundation that truly effective communication strategies can be built, whether in external campaigns or internal communications.
Insight-driven corporate communication in practice
Impactful corporate communication is not only data-driven but also human-centred. In one of our earlier campaigns, for example, we examined public attitudes toward domestic violence – and the insight that the issue did not exist in the Criminal Code helped spark a social conversation that led to real change.
The same principle applies to employer branding and internal communications strategies. If a company offers beach passes as a benefit but employees actually want showers in the office, the communication will not be credible. Insight helps avoid such mismatches.
What makes an insight real?
A truly valuable insight has three key characteristics:
It is not obvious – it requires deeper research and analysis.
It is actionable – it helps move the target audience from point A to point B.
It is motivating – it connects with the audience emotionally.
How do we find real insights for corporate communication projects?
Creating an insight-based communication strategy is both a creative and research-driven process. Some of the most common methods include:
Focus group research
The “5 Whys” method – to uncover the reasons behind the data
The TBFD model – for planning targeted changes in thinking and behaviour
These methods help build a deeper understanding that forms the foundation of relevant, audience-oriented corporate communication.
Why is the lack of insight critical?
Without insight, corporate communication can easily go off track:
A campaign can fall flat if it doesn’t speak to anything the target audience cares about.
We risk losing credibility if we fail to address the real problems of employees or customers.
We may miss valuable opportunities if we don’t understand what drives the target audience.
Insight is not a luxury – it is a fundamental requirement
In today’s saturated communication landscape, companies can only stand out if they build genuine human connection. Insight enables this: it provides meaningful answers to the “why” questions and ensures that corporate communication not only reaches people – but resonates with them.
