young marketers elite 2 - insight definition - mai bằng tú oanh
Post on 14-Jul-2015
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ASSIGNMENT 1.2 – [Insight][Mai Bằng – Tú Oanh]
An INSIGHT is a penetrating understanding which provides hooks or clues that lead to brand building opportunities
INSIGHT CHECKLIST
FACT: People tend to feed their pets twice a day.
OBSERVATION: They tend to feed their pets at breakfast and dinner time
INSIGHT: People feel guilty eating in front of their pets
BRAND OPPORTUNITIES: Feel guilty -> a brand which can makes consumers express their care with pets
THE DIFFERENCE BETWEEN A FACT, AN OBSERVATION AND AN INSIGHT
OBSERVATIONWhat the Consumer said
or did
FACT ( CONSUMER TRUTH ) Why the Consumer said what she said or did what she did BUT still universal and
can not lead to brand opportunities
INSIGHTAn underlined need deep down under
the layer of fact (consumer truth) which provides hooks or clues that
lead to brand building opportunities.
EXAMPLE
It shows a deep understanding of a consumer need
It respresents an imfortant issue or problem in the consumer’s life
It can be credibly exploited by your brand
Actionable ? Feasible ? Objective driven ? Lead to business action ?
WHAT IS AN INSIGHT ?
WHY ? WHY IS THAT IMFORTANT ? WHICH MEANS … ? WHAT IF ? SO WHAT ?
There are many kinds of insights in our business They can be observations about behaviors, pearls of wisdom on the human condition, or simply universal truths that help define people, culture, and human race. Especially in the different context.
The danger is trying to pick the most suitable one to create brand advantage
Insights are unspoken human truths. Find them by start with something that seems obvious and keep asking these questions
Fundamental Truth
Category Specific
Deep emotional drivers
Personal ( I,me)
COM INSIGHT
Create Brand advantage in relevant social context
Fundamental Truth
Category Specific
Deep emotional drivers
Personal ( I,me)
BRAND INSIGHT
Longterm Brand advantage and subtainable
The more dirty kids have, the more traditional Tet value kid learn DIRT IS GOOD
OMO INSIGHT FOR BRANDTo me, dirt is experience, dirt is good. It’s only when I let
my kids feel free to get dirty, so that they can truly experience life and unleash their potential
OMO INSIGHT FOR COMMUNICATIONTo me, dirt is experience, dirt is good. Especially in Tet. It’s
only when I let my kids feel free to get dirty, so that they can truly learn and experience more about traditional Tet values
Example of Exploitable insight - Nike
Young people often wear the same gear as their sporting heroes
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
Young people are often insecure, and lacking in any self confidence
Unusable Observation
( or Fact )
ExploitableInsight
UnusableInsight
Why ?
Why ?
Why ?
OBSERVATIONSWhat the Consumer said or did
INSIGHTWhy the consumer said what she said or did what she did which provides hooks or clues
that lead to brand building opportunities
TRUE FACT ( CONSUMER TRUTH )Why the consumer said what she said or did
what she did CAN BE DIG DEEP to find insight
Why ?
Why ?
Why ?
GET INFOMATION UNDERSTANDING INSIGHT ACTIONDEFINE TARGET
CUSTOMER
Develop understanding why
human do it
About what people think and do ( to find their
behaviors and attitudes )
Gain understandingof what business can do to sastify
need and desired in new ways and
competitive
Put these solutionsinto business
operations
Define the group of TC that brand can MATTER the most( sometimes can be who already CARE
the most)
5 STEP TO DEFINE AN EXPLOITABLE INSIGHT ?
Dig deep into an observation to help you truly understand them
GET INFOMATION UNDERSTANDING INSIGHT ACTIONDEFINE TARGET
CUSTOMER
They want to be successful in their
life by enjoy driving a high performance
car
- Behavior: always drive a car by himself-Attitudes: want to be successful in their life- Brand truth: high performance
I want to be seen to success both at personal
and professional levelDriving a high
performace car is a clear signal to others that I am
on the road to success
BRAND IDEAEnjoy driving
MaleUrban key cities
Age: 30-50Income: A+
Businessman are on the road to success
BMW
LEVELS OF INSIGHT
EMOTIONAL NEED
FUNCTIONAL NEED
ASPIRATIONAL NEED ( DREAM DESIRE)
3 LEVELS
Come from Believe, Faith and ritual
Come from emotion like :fear, hope, pleasure,..
It only a benefit of the product Serve the basic need of your customers
Feel emotional with brand more than a functional need. Brand create a great experience for them, make brand’s
lifestyle and value fit for them
They become outspoken fan and would never switch their brand.
Brand create memories and built into their life
Ipod insight : ( based on functional need mobility ) Music has a big impact on my mood, I want a stylish and wasy way to carry my whole music collection around with me, so I can always play the music to suit my mood
Starbucks insight: ( based on emotional need belonging and relaxed )In this busy world, it’s great to have a refuge. People need a third place where they feel as relaxed and comfortable far away from busy home and tiring workplace
Diana Insight: ( based on aspirational need of woman is being fairer )I am not happy as being a girl, especially on the red days I feel being a girl is really a burden
Kids clothes get dirty
They can’t help it when they are playing
They are thinking about their games with their friends not
their clothes
By playing they are building friendships and
learning new things
I’d rather my kids got dirty and learned something than
were clean and didn’t
OMO EXAMPLE
TRANSLATING INTO OMO INSIGHT To me, dirt is experience, dirt is good. It’s
only when I let my kids feel free to get dirty, so that they can truly experience life
and unleash their potential
EMOTIONALMom feel free to let kid learning through play
FUNCTIONNALStain removal
DREAM DESIREUnleash kid potential
CREATE BRAND SOLLUTIONIN 3 LEVELS
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