ASSIGNMENT 1.1 – [CONSUMER INSIGHT][Hương Giang - Kim Hà]

Insight: An underline need.It is a clear understanding of consumer deep, intuitive and unrevealed need for marketing innovations and competitive advantages for business.“An insight could break or make a brand.” – Unknown.

A great insight should:Address to motivation, needs, active in the area of target customers.

Key drivers of great insights: Fundamental Truth Deep emotional Personal Category Specific Brand Advantage

Insight: Music acts as anirreplaceable part of mylife. I want a stylish andeasy way to carry mywhole music Collection tosuit my mood.

Category Specific:“Mobility of musiccarrier”

Personal“I – my self style andpersonal standard –demonstrating my ego.”

Fundamental Truth:Music has big impact onmy mood

Deep emotional:“I want a stylish and easyway”

Brand Advantage:“Easy and

fashionable way to carry my

whole music collection”

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INFORMATION Gather information, facts or conduct closely observation for what people

think and behave commonly, intuitive. It can be gather by research “attitude and behavior” of TA.

UNDERSTADING Develop an deep, intuitive understanding explaining for such behaviors or

thinking.

INSIGHT Addressing and offering business solutions to satisfy consumer needs and

desires in a innovative approach with competitive advantage.

ACTION Consolidating approaches, communications, solutions to the business.

Notice:1. Facts found must be relevant, actionable to consumer.2. While studying about consumer behaviors, question: why people do that,

what are their barriers, motivators, why our brand here.3. Among many insight, select the deepest and most potential one to be key

insight.

Shared theme/ communication message where

insights and brand meet.

Brand activities will be activated around

this theme.

Personal explanation for observed

consumer behavior and attitude.

Collected facts withoutpersonal explanation,because it’s relevantthe context in certainpoints.

LEVEL OF CONSUMER INSIGHT

1. OBSERVATION 2. INSIGHT3. INSIGHT PLATFORM

Dirt is learning. Dirt is good.

Through playing and discovering new things, kids can learn a lot. Naturally, they got their clothes dirty at every chance of learning and making good things for people around

o Developing naturally isvaluable for kids

o It’s ok if kids got dirtywhile playing, learningabout the world aroundand growing .

o If such stains helps kidslearn and grow, thenmother would not mightand feel burden washingthem.

o Stains with rightpurpose is acceptable.

1. OBSERVATION 2. INSIGHT3. INSIGHT PLATFORM

OMO EXAMPLE