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