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Insightment and Observation

The document defines consumer insight as understanding the underlying reasons behind consumer behavior to drive business growth. It emphasizes that insights should be based on deep understanding and observation of consumers, rather than mere facts or ideas. The importance of insights lies in their ability to change consumer behavior in favor of brands, leading to sustainable growth.

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28 views21 pages

Insightment and Observation

The document defines consumer insight as understanding the underlying reasons behind consumer behavior to drive business growth. It emphasizes that insights should be based on deep understanding and observation of consumers, rather than mere facts or ideas. The importance of insights lies in their ability to change consumer behavior in favor of brands, leading to sustainable growth.

Uploaded by

alsanahesapmesap
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Insight

Aytün Alakuş
What does it mean to be insightful?
current definition is :

Getting to the heart of why people do


what they do and using that
knowledge to help us grow!
What does it mean to be insightful?

It is about doing things differently!

• Getting close to real people


• Going to their natural environment
• Asking questions to drill down deep
What does it mean to be insightful?
It is about behaving differently!

• Being more aware


• Getting close to real people
• Being more open and playful
• Taking action based on new understanding
Key Components of a well
developed insight:

Need, Smth that’s


Context Specific INSIGHT
Want or been probed
Group of
(Optional) deeply
People Believe
Insight, what is it really?
Insights are NOT....
• A fact is typically the most obvious non-insight “...70% of teenagers
say that...”
• Insights are NOT ideas – “...robot that turns into a bug”
• Insights are more than wishes that lead to a new product “...I really
wish there was a product that ...”
• Insights are more than a statement of need - “...I need to drink X liters
of water a day...”
• Insights are more than Accepted Consumer Beliefs (ACBs). In all
likelihood, ACBs were at one time newly discovered insights.When the
thinking around insights becomes so universal, they can no longer be
called insights.
An insight gets to the heart
of people’s thoughts and
behaviours
to inspire business
opportunity,
but it is more than this!
Insight, what is it really?
• A written statement, that is based on consumer behaviour, but from a
new perspective

• Defines an unmet need or an existing need in a new and better way

• Is an unknown or overlooked knowledge about consumer behaviour


and attitudes

• Is a hidden truth

• Is a “discovery” about our consumers that can be leveraged


/exploited...
Generating NEW Insight Definition

“ The discovery of previously unknown,


overlooked or under-appreciated knowledge
about people’s beliefs and needs which
exploited, leads to a change in behaviour that
impacts sales. ”
Key Components of a well-
developed Insight:
• Help to establish a connection between our brands and
consumers in fresh new ways...

• Are often described as an issue, rather than a solution...

• Do not have the idea included in the insight

• Are simple and easy to understand

• Often get the “AHA” reaction!


Insight Examples

• “Sun protection lotions are great, but they are too big to carry and I
never have one when I need one.”

• “The best way to drink Coke is with ice and a slice of lemon, because it
makes it more refreshing, but the issue is that most of the time I drink it,
I am out and about.”

• “I like o stay sun tanned all year round, but waiting for my self tan to dry
is really pain.”

Tension
Why are insights important?
Sustainable profitable organic growth will ONLY come from
changing consumer behaviour in our favour
To change consumer behaviour we need precise consumer
understanding about

– Who existing and potential consumers are


– What they do around our categories
– Why they do it
– How we can change their behaviour in our favour
How to get to winning insights?
1.To identify & understand the real business

2.To find any relevant quali/quanti info close

3.To add of understanding in the work of our target

4.To uncover deep insights from new combinations of info and observations

5.To understand growth opportunities created by the insight


Steps to follow
Observation Ex.

I Iread
readthat
that“51%
“51%ofofwomen
women
I Iheard
heardFatma
Fatma(homemaker)
(homemaker)saysay
saythat
say thatchocolates
chocolatesare
are “Ittakes
takesmore
moretime
timeto
todecide
decide
“It
theirgreatest
their greatestweakness”
weakness” buyingexpensive
expensiveproducts
products ””
Source:Turkey
TurkeySegmen.
Segmen.Study,
Study,
buying
Source:
May06
May06

I Isaw
saw1010pages
pagesofofadvertisements
advertisements
fornail
for nailpolish
polishininthe
theJuly
Julyissue
issue
ofofTeen
TeenMagazine
Magazine
Good Qualitative Outcome
Examples
Cadbury Gorilla

http://www.youtube.com/watch?v=4TEc17j5GF8

Cadbury Eye Brows

http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related
Coca Cola Ramazan

http://www.youtube.com/watch?v=mgAxpeU_wEg

Coca Cola Ramadan

http://www.youtube.com/watch?v=iFcUELQiL0g
Arçelik Logo

http://www.youtube.com/watch?v=e48MHHxILFY
Kent Bayram 2000

http://www.youtube.com/watch?v=QF3kY9WL6UU

Kent Bayram 2007

http://www.youtube.com/watch?v=1d7EaToNCB8

Kent Bayram 2010

http://www.youtube.com/watch?v=f7llmS6uRg0&NR=1

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