Need & Insight

Need

Consumer Need – is a consumer’s desire for a product category’s specific benefit on a functional or emotional

level during a specific time or situation.

Insight

Customer Insight is the intersection between the interests and

charisma/subconscious mind of the consumer and features of the brand. -------------------------------------------

Its main purpose is to understand why the consumer cares for the brand as well as their underlying mindsets, moods, motivation, desires, aspirations, and motivates that trigger their attitude and actions.

Example

Need Insight

Women always feel insecure in a relationship because they don’t want to have a her heart broken AGAIN

A good insight

Contagious Conversations

FreshnessExcitementConsumer Relevance

 Insight Strength

It translates into how strongly

consumers connect with this need and it is an important

pre-requisite.

A high level of excitement means

this insight is a problem that needs

fixing and will positively benefit the brand/product image behind it.

Extremely important. It might be a long-standing & real insight (high

relevance) that consumers want to

see solved (high level of excitement)

This is a way to attest how ground-breaking an idea

can be & how present this need

already is in consumer

conversations.

How to find insight

Know what you are looking forDefine the focus for "insight mining" 

Look below the surface (asking why) Explore the differences

Look for quantity (20 potential)Keep discovering

Get help from market research professionals  Use different tools

Get closer to your consumersRead between the lines

Step 1: Understand your objective Step 2: Research

Step 3: Brainstorming Step 4: Finalize Choose a good insight (slide 4)

Test it

Ipad AirNeed Insight

I need a product (a balance machine)

between laptop and mobile phone

that I can work and entertain better on it

(POWERFUL &

PRODUCTIVITY of laptop

MOBILITY of mobile phone)

I want a product that is a

perfect combination

of laptop and mobile phone (Truly Tablet)

It must light and thin enough that I

can bring it most of places. It must powerful enough that I can

complete most of my work)

Which can show my class (Innovative, fashionable style,

perfection)The first time there is a

tablet that can fulfill consumer’s need.

A perfect combination