The purpose of this research is to interpret the influence of insights in the decision-making of clients of entities in the banking sector of Manizales-Caldas. In order to do this, a process will be carried out in which information from insights is collected, processed and analyzed from two different points of view: clients and banking entities; information that will then be collated in order to reach useful interpretations for future practical implementations of the entities under study. For this purpose, a sampling of the bank clients will be carried out and questionnaires and / or interviews will be implemented, from the presentation of videos, images and / or audios to those insights that are identified in the banking institutions of Manizales, to identify and determine which are generating a greater activation in the consumer.