Brand insights are the observations that market research professionals make during and after conducting market research. These observations allow market researchers to identify patterns and trends in customer behavior. Brand insights can be used by businesses to improve their products and services, understand their target market, and develop more effective marketing strategies. For example, a luxury brand might use brand insights to better understand why its target market is attracted to luxury goods. Market research firms often sell brand insights to businesses that wish to gain a competitive edge in their industry.