Consumer insights refer to the understanding of consumer behaviors, preferences, and motivations. These insights are gathered through various methods, such as surveys, focus groups, and data analysis. By analyzing this information, businesses can identify trends and patterns that help them tailor their products and marketing strategies to better meet the needs of their target audience. These insights are crucial for companies like Coca-Cola and Apple, as they enable them to create more effective advertising campaigns and improve customer satisfaction. Ultimately, consumer insights help businesses make informed decisions that drive growth and enhance their competitive advantage in the market.