Assignment for Attendance

A NEED is a consumer’s desire for a product’s or service’s benefit,

whether that be functional oe emotional

AN INSIGHT is the penetrating understanding of consumers which provides hooks or clues that lead us towards new brand building opportunities

BUT WE MUST

Seeing below the surface Seeing inside the consumer

CONSUMER NEED

Young people often wear the same gear as their sporting heroes

CONSUMER INSIGHT FOR BRAND

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

Keep asking

Why? Why is that important?

Which means….? So what?

HOW TO FIND CONSUMER INSIGHT?

OBSORB

Knowledge

ANALYZE

Fact

UNLOCK

Insight

GATHER

Information Observation

OBSERVATION • Kids are very active so kids clothes get dirty WHY? • They can’t help it when they are playing WHY? • They are thinking about their games with their friends not their clothes WHY IS THAT IMPORTANT? • By playing they are building friendships and learning new things WHY IS THAT IMPORTANT? • I’d rather my kids got dirty and learned something than were clean and didn’t! CONSUMER INSIGHT

Dirt is experience, dirt is good.

It’s only when you’re free to get dirty that you truly experience life

THANK YOU