Consumer Insights: A Brand's Intimate connection with Consumers

Customer Insights: Building Blocks to Sustainable Competitive Advantage

Gregory J. Lloyd Brand Architect intra-brand [email protected]

intra brand TM

Consumer Insight Is …

intra brand TM


Encyclopedia Britannica

1. Consumer Insight Defined

“Insight occurs in human learning when people recognize relationships (or make novel associations between objects or actions) that can help them solve new problems”

“Customer Insight is the intersection between the interests of the consumer and features of the brand. Its main purpose is to understand why the consumer cares for the brand as well as their underlying mindsets, moods, motivation, desires, aspirations, and motivates that trigger their attitude and actions”

Wikipedia

Consumer Insight Is Not …

intra brand TM



Insight = Research

“research serves as the foundation for insight discovery but in its entirety does not provide insight”


intra brand TM



Insight = Observation

“insight is not so much about seeing the truth as it is about understanding and feeling it”


intra brand TM



Insight = Idea

“a single insight can be the foundation for hundreds of ideas”

Consumer Insight Is …

intra brand TM



“a lot of times, people don’t know what they want until you show it to them…”

Steve Jobs

Insight Expressed … “that which moves people to love a brand”

Consumer Insight is the Moment a Consumer says … “Aha ! That’s me”

intra brand TM



Aha ! That’s me = Connection

- Not immediately apparent - You will know it when you see it - Brings to the surface what was subconsciously there - Surprising and fresh


intra brand TM



- Your right – I recognize this - You understand me ( better than myself )



intra brand TM



Serves as the source for:

- great branding - winning advertising - leading innovation - superior customer experience


Example of Consumer Insight …

intra brand TM


2. Examples of Consumer Insight

Dove’s insight of “Women in all shapes, sizes, and looks are beautiful. Let’s stop idolizing the fake and start living in the real world. Let’s be happy with what we look like”. Women connected with this insight because they already felt that way, but were just glad someone was finally saying it.

Dove “Real Beauty”


intra brand TM



De Beers - “Forevermark” When you watch those intriguing Diamond commercials, who are they aiming at? Men or women? Actually, it's both. That's the beauty of this particular insight: The woman thinks: "If he really, really cares for me, he'll give me a diamond," while the man thinks: "If I come home with anything other than a diamond, I'm history." The brilliantly executed "A diamond is forever"campaign will forever be remembered as an exceptional piece of insight work.


intra brand TM



Dannon Yogurt In another "must be good for you" story it was noted that many men and women in Soviet Georgia live past the ripe old age of 100. Many of these citizens eat a lot of yogurt and so, because trying to uncover a "fountain of youth" is a fundamental human endeavour, tying a particular habit to longevity tends to make it very attractive to the consumer. The French drink red wine, the Italians use olive oil, and Soviet Georgians eat yogurt. "Just ask Temur Vanacha who has been eating yogurt for 105 years! Stuff must be good!" - and that insight was good for Dannon. Sales grew for 14 years.


intra brand TM



Nike “Find Your Greatness” There is a fat kid in all of us. This ad was aired during the Olympics when the best of the best are celebrated and those who come 4th are chastised. Working out is good for all of us, no matter what your own personal goals are. We don’t have to push to win a gold medal to be motivated to get out there and run … “find your greatness”.

Consumer Insight Is…

intra brand TM



“a revelation that produces great work” There should be a degree of “what why didn’t I think of that”

How Does One Experience An Insight ?

intra brand TM


3. Components of Consumer Insight

Data + Research + Observation

+ Experiential Learning

+ Shared Intellectual Challenge

= Insight

intra brand TM


Corporate

Data

Market

Data

Consumer

Data

Consumer

Interviews

Insight Groups

Enabling Inquiries

Projective Situations

Consumer Diaries

Profiling

Deprivation

Inundation

Research

Ethnographic Safaris

Semiotic Research

Immersion Research

Don’t Know

Don’t Know

Know

Know

Unknown Unknowns

“You Don’t Know What You Don’t Know”

Known Unknowns

“You Know What You Don’t Know”

Knowns

“You Know What You Know”

Unknown Knowns

“You Don’t Know That You Know”

Social / Cultural Change

Political Change

Economic Change

Technological Change

Factors Of Consideration In Striving For Insights…

4. Factors Leading to Consumer Insight

Insights Are Dynamic…

intra brand TM


4. Factor Leading to Consumer Insight

Insight = A Static Human Truth

“insight is not a first principle truism of the human condition, rather an insight is an understanding that motivates and triggers consumer

attitudes and actions at a point in time ”

“ that which motivates and triggers consumer attitudes and actions will change as a consumers’ environments change as a result of

social, political , economic and technological change.

Business

Consumer Insights: A Brand's Intimate connection with Consumers