ASSIGNMENT 4.1 – Insight Activation Process[ Hương Giang – Mai Bằng ]

INSIGHT ACTIVATION PROCESS

INFORMATION INSIGHT ACTIVATION ACTION PLANOBJECTIVE

Digging into beneath truth

Collecting consumer information

Developing Big Idea from insight

Building holistic action plan

Setting objective

IMMERSION REFLECTION IDEATION SOLLUTION

Develop and select appropriate research

method to get a baseline

understandingof the problem

• Develop actionable solution

• Discuss findings and recommendations

• with stakeholders• Agree on path forward

and develop action plan

Pin point the problem to

determine theoutcome desired

Synthesize findings across informationand try to answer

research questions to extract insights from

full data set

REVIEW : Shopper research report Desk research

CONSULT by expert interview - Retailer interview - Promoter interviewEXPERIENCE : Shopper observationWatch shopper video.CONNECT

Shopper interceptAccompanied shoppingShopper interview

Try to get many more Ideas as possible • Then select the best and potential ideas for concept development• Identify and refine top ideas• Create the final concept with visuals

Optimize the plan and

implementation

Use S.M.A.R.T principle

Ex: we need insights to identify how to

ignite 40% growth of our FMCG business

in convenience channel by end of Q4

2015

HOW

CONTENT

Use IRIS Process to activate insights:

5 STEPS

Use different methodologies LOOK at the CONNECTION between each information

ASK WHY they are together, what’s the possible

explanation behind the action. Then ASK WHY and WHY again

till go get to inside the consumer mind

Product concept development

FROM STEP 2: INFORMATION TO STEP 3: INSIGHT WE NEED TO ANALYZE 2 PILLARS IN THE TRIANGLE FIRST ( CATEGORY AND CONSUMER )

COMPETITOR landscape– how is it changing ?

CATEGORY understanding – how is it converging ?

CUSTOMERS connection – who are the customers ? What can they tell us about people who might buy ?

CONSUMERS as people – the reality check of everyday life

CONTEXTS – how do people encounter brands and products, and how does context determine behavior ?

CULTURE – changes, trends and influences

INSIGHT ALSO COMES FROM A LOT OF Cs beside 5Cs ( Company,

Category, Comsumer, Channel, Collaboration )

THEN WE UTILIZE THE BRAND ADVANTAGES TO CREATE OPPORTUNITIES IN THE MARKET ( move to step 4: IDEATION )

Step 3: Group data and label itFind 2 key understandings answer “why” ?

Moms care about being moms – not washing

Smells evoke very deep reactions and can comfort

INSIGHTI want my child to have a little piece

of me for reassurance when

we’re apart

76% of moms rank nurturing and

caring for kids as No.1 Job

Being a good mom is about nurturing not

washingWashing clothes ranks as No 17 in list of things to do

Kids want a hug when they get

hurt

Kids find comfort in routine and familiar things

Smells and touches evoke home and give

comfort

Women keep a piece of mom’s clothing when

she dies

Moms want kids to be safe and

reassured

Children recognize smell

of mom’s clothes

Step 2: Capture some of the most valuable data from research

Find the deep truth that rings bells with

moms

Make yours a Lenor day

ACTION PLAN

INSIGHT

‘Why’ behind the facts

76% of moms rank nurturing and

caring for kids as No.1 Job

Kids want a hug when they get

hurt

Kids find comfort in routine and familiar things

Smells and touches evoke home and give

comfort

Being a good mom is about nurturing not

washing

Washing clothes ranks as No 17 in list of things to do

Women keep a piece of mom’s clothing when

she dies

Moms want kids to be safe and

reassured

Children recognize smell

of mom’s clothes

INFORMATION

What people do & think

Step 4: ACTIVATION

The Big Idea

Innovation in packaging : Create new label - Lenorspring, summer, autumn, winter

OBJECTIVE

Create a communication

campaign increase 30% awareness

and push sales for Lenor at UK market

in Q3 2012

Target ConsumerMom: 25-40

Family oriented

Step 1: Frame the problem and define business objective

Step 5: ACTION PLAN

ACTION PLAN

INSIGHT

I find it's challenging to find a tool/trigger to spark

a face to face conversation with my dear friend, especially

who has lost connection for a while in the rising era of social channels

even I don't totally enjoy it as a source of keeping

connection

Across all age, youth seems to be enjoy happiness more than other adult aging

Moment of happiness for youth and friends are "catch up/meet" each other

face to face

Majority of time spent on "out of working" hour is on FB

Challenge is find a trigger for connection with friends, esp. who has not been in

touch for a while

Youth relies on friends to find more happiness than other group (54% vs

15%)

Face to face catch up/Hang-out is major activities to trigger fun and remain

connection with friends (78% vs 45% on FB)

INFORMATIONOBJECTIVE

Increase sales of Coke 30% in summer

time, ensure that consumer will buy a

Coke but not only loving the brand in

Australia

Target consumer: Young adult, aging 20s, highly digital.

Packaging: Select 150 popular first name and print out on

cover

COCACOLA BIG IDEA : SHARE A COKE

Holistic campaign on TVC, outdoor, Radio, SMS, especially Social media

Strengthen distribution plan on retailer channels

ACTI

ON P

LAN

Close friends call each other by their first name, Coke want to spark an

conversation by stating a name of a Close friend on cover

ACTION PLAN

INSIGHT

Mom "Needs reassurance that she is

making the right decision despite premium pricing“

Kid "Kids want to adopt what's new and exciting"

Kids want to be "cool", so they copy and adapt something new around them

Kid want to enjoy fun especially during: Summer time, after school time, holidays

time

Mom will buy brands if their kid tell them to

Mom prefer nutrition ingredient to have chocolate and milk also

They love fun and always want to enjoy the fun

INFORMATION BIG IDEA

Meet Coco, the kid in all of us

OBJECTIVE

Drive penetration of new market to Kellog brands

Build brand love and enhance loyalty from kid

to Kellog

Target consumerKid aging 6-10 who eating

cereal and their mother (Shopper and decision maker of purchasing

product)

Design character of Kellog with fun, excited feeling bring to kidConduct a holistic plan in-store: design fun and remind shopper and kids about the brand from parking lot, main hall, in -store

ACTION PLAN

Mom also prefer and seek for activity for kid to have fun during summer,

holiday and after school break

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