When we are interacting with the world around us, our brains are constantly processing information we are taking in. Some of this knowledge is gathered through our own observations and sensory experiences. Other times, it’s through printed and digital media. Today we will examine the difference between insights and facts, and how to distinguish one from another when our perception feels like reality.

Insights are based on our intuitive or learned inner workings of a product, idea, or concept. We all carry insights influenced by our personal experiences engaging with our environment. For example, if your childhood involved horseback riding, you would carry insights about how to handle horses. You could demonstrate an increased knowledge and understanding of horses that the average person does not have. Those insights might include, feeding the horse a treat before attempting to pet them, or what steps are needed to properly saddle and mount a horse. These rules are different for expert horse riders, but may have some familiarity.

Facts on the other hand are proven through research and data. Facts are universal truths held by many members of the populous. Facts are supported by information that can be referenced as the source. A fact is irrefutable. While insights can be included to support facts, facts stand alone. For example, the freezing point for water is 32 degrees Fahrenheit. This is proven by repetition of experimentation and through the observations of many. The way an insight would support this statement is the understanding of the process of how water freezes and why.

We use facts and insights hand in hand but we have to be careful to not consider our insights as fact. Which Is an issue in the information era. We witness enough content, that we measure as accurate and begin to form insights about people and things around us. If the content is not accurate, but instead bias, we can run into problems.

In consumer marketing we have four areas we can draw insights from, socio-demographic characteristics, such as income, place of residence, or ethnicity. Personal interests and lifestyle, such as being health and wellness oriented or shopping for luxury items. Motivations for purchasing a product. Does it help the consumer feel good about themselves or represent a status symbol that mirrors their career? And finally, brand perception. Brand perception is built partially by the company and partially by the consumer. The consumers who love the brand can help shape brand perception. Apple products have changed over the years, but they have never stopped being the hardware and software company for the cool and fresh.

It is important we use insights to support our facts, because they can help us understand how to outline our account planning and expand our digital storytelling. We can use facts in our marketing but we should be able to validate them through other reputable sources. Facts help us learn and grow, insights help us understand.