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

Consumer insight is the intersection between the deep subconscious reason why a consumer decide to care about a thing and features of the brand

Example: When a Vietnamese consumer choose a TOYOTA car

Consumer need is “I want travel fast, conveniently, safely with my family members” take people to decide having a car.

Consumer insight is “A durable and familiar car is good for me and my family, in using, repairing, including selling for money”

HOW TO FIND AN INSIGHT?

1. Find behaviors of consumerConsumer observation in homes, accompanied shopping trips, focus group observations, one-on-one meetings, reading relevant consumer magazines, visiting on-line chat rooms, talking to trend experts, talking to category experts, re-reading market research reports with fresh eyes---> Fundamental truth 2. Ask Why (5 times) to dig deeper to understand why a consumer makes the choices they do3. Choose the right insight base on the problem and brand proposition4. Check it

CHARACTERISTICS OF A STRONG INSIGHT

1. Aha!a combination of surprise and something familiar2. It's me !Relevance and familiarity3. Tensionit’s not just about being relevant; consumers should also feel a need to change something to an existing situation4. Generate Dozens of Ideas

OMO

Consumer insight: I want my kids to freely develop without any concern

EXAMPLE

• Consumer needs: I need a thin, light and good design tablet supporting well to my work and entertainment.

• Consumer Insight: I want a high fashionable tablet expressing my status, my sense and my trendy lifestyle.

9.7 inch469 gram7.5 mm thin28% lighter20% thinner24% less volumeTwice in power with A7 chip & M7 coprocessorBeautiful design & beautifully integrated