insighting
insighting
At chlorophyll, we approach insighting as a critical discipline that goes beyond understanding surface-level product benefits. True insight lies in uncovering the emotional triggers that define a category—those deeper, often unspoken motivations that influence how people perceive and interact with brands. By tapping into these emotions, we enable brands to create communication that achieves both ‘brand cut-through’ and ‘benefit cut-through.’
Unlike conventional market research, which often focuses on functional attributes, our insighting process digs deeper to explore the human emotions, desires, and aspirations tied to a category. For instance, what emotional connections drive people to choose one product over another? What fears, hopes, or dreams influence their decisions? By answering these questions, we help brands connect with their audiences on a much more meaningful level.
This discipline doesn’t just enhance communication—it transforms it. When brands address emotional triggers, they move from transactional messaging to relational storytelling. This shift not only captures attention but also fosters trust and loyalty. A strong emotional connection ensures that a brand’s message resonates with its audience, making it memorable and impactful.
Our insighting approach is rooted in one of chlorophyll’s key beliefs: there should be no gap between what a brand promises and what it delivers. By understanding the emotional triggers of a category, we ensure that a brand’s messaging remains authentic and aligned with its values while still addressing the unique needs and desires of its audience.
At chlorophyll, insighting is more than just a tool for creating effective campaigns—it’s a way of
building deeper connections between brands and their audiences. By focusing on category-wide
emotions rather than just product-specific benefits, we enable brands to stand out in crowded
markets and leave a lasting impression.
other disciplines
Other IPs
The anthrop™ model
