PHẠM THỊ QUỲNH

CONSUMER INSIGHT

Consumer insight has been defined as “a deep truth about the customer, based on their behaviour, experiences, beliefs, needs or desire that is relevant to the tasks or issue and rings bells with target relevant to the tasks or issue and rings bells with target people”

Attitudes and

actions

INSIGHT : women are turned off

by beauty product ads that consistently feature women that do not look like 95% of us.

They understood through research, that to appeal to women, you had to feature compelling women that looked like them

ResearchSTEP 2

Research