Insight-Based Approaches in Advertising Discussed

An event titled “Consumer Insight and Human-Centered Design: From Research to Meaningful Solutions” was organized by the Üsküdar University Faculty of Communication, Department of Advertising. During the event, strategic steps such as target audience identification, empathy building, and observation were explained within the framework of design-oriented thinking discipline. Market Research and Insight Specialist Damla Yurt Bildikseven, speaking at the program, drew attention to the importance of first understanding people and their real needs for successful products and ideas to emerge. 

The event, held at Üsküdar University South Campus Socrates Hall, was attended by Assoc. Prof. Cihan Becan, faculty member of Üsküdar University Faculty of Communication, Department of Advertising, and students from the advertising department.

The guest of the program was Market Research and Insight Specialist Damla Yurt Bildikseven.

Damla Yurt Bildikseven: “We should dedicate most of our time to understanding people”

Damla Yurt Bildikseven emphasized that successful products can only emerge by diagnosing the right problems and understanding real consumer needs. 

Bildikseven, noting the need to understand people before solutions, said; “In fact, most products don't fail because they are bad. The reason for their failure is that they don't meet a real need. They don't meet the consumer's real need and they are solving the wrong problem. So, instead of spending most of our time creating solutions, we should actually dedicate it to understanding the problem, understanding that person. Only in this way can we develop more successful products or ideas. When you encounter a problem, don't jump directly to the solution. Start with people first. Understand them, find the insight. After finding your insight, you have to rewrite this problem. Otherwise, you will solve the wrong problem again.” he said.

“Asking people questions alone is not enough”

Bildikseven, speaking about the importance of using observation, questioning, and different research methods together to understand consumer behavior in market research, said; “Asking people questions alone is not enough; it is also necessary to observe them. Because that is the best way we can understand people's real behaviors. This, of course, does not mean 'let's not ask any questions.' Indeed, a large part of market research is based on asking questions and analyzing the answers given. We try to understand what motivations drive people. At this point, different research methods come into play. In qualitative research, one-on-one interviews and focus group studies are conducted. People are brought together, conversed with, and asked open-ended questions. Beyond 'yes' or 'no' answers, questions like 'Why did you think that? Why did you do this? How did you decide?' aim to uncover the motivations behind behaviors. Quantitative research, on the other hand, relies more on surveys. For example, let's assume that 10-15 different motivations for choosing a beverage were identified in qualitative studies. Some might choose that product to quench their thirst, some to consume it with a meal, and others to get energy. Thanks to quantitative research, which of these motivations appeals to a wider audience is measured and analyzed with numerical data.” he said. 

At the end of the presentation, in response to questions from students, it was emphasized that finding a job that makes one happy is crucial in a career journey, and internships in different departments were recommended for this.

The event concluded after a group photo session and the presentation of participation certificates.