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Consumer Insights are belowthe-surface attitudes and beliefs that influence customers
behavior. A consumer insight is a deep probing knowledge of the consumer that is
relevant to the brand and that can be leveraged in the communication
Consumer insights lead to the Big Idea which is a brief description of the total creative
concept of the ad that will be reflected in all creative materials, that will unify the
campaign and distinguish it from competitors campaigns
A good creative idea takes the dull language of the strategy statement and transforms it
into an exciting, attention-getting and memorable message.
The search for consumer insight has been described as a process of discovering gems
hidden in the research or diamonds in the data
To help find diamonds in the data or search for consumer insights, one must:
2) Put yourself in the consumers shoes and look at the world from his perspective.
Explore his world rather than get his view on your views.
3) Talk to the consumer. Get closer, build rapport with him and develop genuine
dialogue and empathy.
4) Read through what the consumer says. Consumers dont give insights. They
provide hints and clues towards an insight.
The Process
Analyze the data. Get a good understanding of the target market from the
responses.
Study Methodology
Target Market:
Single females, aged 18 to 25 from ABC income homes, either repellent
non-user or lapsed user
They are idealistic and they aspire to have all the good things in life. They
like to hang out with friends or go out on dates. They stand out in a
crowd. They project confidence. They take care of themselves, often
adhering to health and beauty regimens to ensure they always look their
best.
For the interview with the respondents, the following are some suggested questions. The
group may use this questionnaire, amend it or add to it as it may find unnecessary.