CONSUMER INSIGHT PART 1

I – WHAT IS AN INSIGHT + EXAMPLE

II – HOW TO FIND AN INSIGHT + EXAMPLE

Name: Nguyễn Huỳnh Chí Hiếu. SĐT: 0122 360 2522Email : hieunguyen.nhch@gmail.com

INSIGHTa penetrating understanding which provides hooks or clues that lead to brand building opportunities.

GOOD INSIGHTReality/relevant/ resonate/reaction

INSIGHT = IN + SIGHT

IN = reason/cause: Psychology aspects

Invisible things come into consumer’s mind: motivation, attitude, belief, emotion

SIGHT = outcome/result: Behavior aspects

Visible things that consumers do or not do (decision making ) as a result of the psychology aspects.

Question 1: What is an insight?

Question 1: What is an insight?

EXAMPLE “My son can easily get dirty when he plays. However, if I don’t let my child get muddy, he can not develop freely and discover life. I wonder whether dirt is good in some aspects”

OMO: Dirt is good

Children getting dirty makes parents think that dirt is not good.

To protect them, they do not allow their children to play outside.

When they change their mind, they understand that dirt is good in some aspects.

They let their children get dirty and play freely for development.

IN SIGHT

Question 2: HOW TO FIND AN INSIGHT

Understand your product

FIND YOUR CUSTOMER’S PROBLEM

KEEP ASKING WHAT + WHY

SUMMARIZE ALL AND CHOOSE THE

MOST POWERFUL INSIGHT

What is the emotional and functional benefit of your product? What is the unique selling proposition of your product? Etc…

What do they complaint about the product they are using? Which trouble are they having? Etc…

What they said, why they said. What they did, why they did

Summarize all the information you have collected to find an insight. However, if you come up with more than one insight, you consider which insight will wow customer and help your business most.

Question 2: HOW TO FIND AN INSIGHT

PRODUCTCUSTOMER

PROBLEM

Deodorant. USP: Keep the body dry for long hours ( 48 hours )

When I play sports, work hard or feel under pressure, my body produce sweat and I have body odour but shampoo or perfume can only help me in one or two hours.

ASKING

WHAT + WHY

What they said: “ Body odour affect not only me but also people around me”

Why they said: 1 – Feeling wet makes them uncomfortable to free themselves2 - Their friends can bear their body odour.

What they did: They keep themselves apart and they become passive victims of their daily life.

Why they did: 1 – Activity means that their body will create more sweat and body odour2 - They don’t want people know that they have terrible body odour

They don’t want to lost their images in people’ eyes. Sweat and body odour makes them less confident

Product + Problem

+ Why

“ I want to be freely active. I need a product that can keep me dry ALL DAY LONG and RECOVER MY CONFIDENCE ”

=> Rexona: 48h dry protection. It won’t let you down.

INSIGHT