Assignment 2.1: Customer insight

Hồng Ngọc – Trung Hiếu

W H AT I S C U S TO M E R I N S I G H T ?

DEFINITION

CUSTOMER INSIGHT is customers’ underlined need – deep understanding of attitude and behaviorwhich customers couldn’t be aware of until we talk to them. It reveals opportunities for brands totackle

EXAMPLE

Brand “Fair and Lovely”

Insight: Women believe they could change their destiny by

being fairer

Customers’ underlined needThey want to be more beautiful by having white skin becausethey believe that white skin will help them to gain confidenceand have a life twist

Opportunities for brand“Being fairer” a product which can makes customers’ skinbrighter

H O W TO C R E AT E I N S I G H T ?

Define target audience

Fact & Observation

Consumer truth

InsightValidation & Adjustment

- Collect information from customer- Define category truth

- Keep asking why they do, and why it is important Understanding their behavior and attitude

- Combine need and brand role- Wording

Test insight if:- It shows deep understanding?- It represents important issue?- It is exploitable by brands?

H O W TO C R E AT E I N S I G H T ? - E X A M P L E

Define target audience

Fact & Observation

Consumer truth

InsightValidation & Adjustment

- Observation: Kids’ clothes get dirty.- Category truth: stain removals

- I’d rather my kids got dirty and learn something than were clean and didn’t

- Dirt is good!

This insight is:- Actionable- Feasible- Simple

DIRT IS GOOD

- Urban Mom (25 –35)- Income: ABCD- Have children from 5 – 10 years old

L E V E L S O F C U S TO M E R I N S I G H T

FUNCTIONAL NEED

EMOTIONAL NEED

SPIRITUAL NEEDProduct’s

function could satisfy customer’s basic need

Customers have the feeling of connection to

brands. They are empowered by

brands and could feel the brand’s characteristics

Customers are crazy at

products. Their desire to own

products couldn’t be fully

satisfied

L E V E L S O F C U S TO M E R I N S I G H T - E X A M P L E

FUNCTIONAL NEED

• Customer insight: they want a device to communicate with many people at the same time, and faster

• Nokia 1208 meets the customer’s social needs.

EMOTIONAL NEED

• Customer insight: every women wants to be sexy and becomes a women who every men desire to have

• Victoria’s Secret meets the emotional need

SPIRITUAL NEED

• Customer insight: Young people admire the talent and self belief of sporting heroes. Wearing the same gear is a way of tapping into their energy and supporting their own self belief

• Nike makes their fan not only confident and stylish, but also desire to own more and more Nike