INDONESIA

CONSUMER
BUYING TREND
Jacky Mussry
Deputy CEO
MarkPlus, Inc.

ISMS CEO Forum

Jakarta, 25 October 2017
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 WHY:
9 CONSUMER BEHAVIOR TRENDS
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 “Deals help justify
unnecessary consumption”

3
 “Faster product adoption
leads to shorter lifecycle”

4
 “Instant and experiential
are no longer oxymoron”

5
 “Idealism is natural
counterbalance to
consumerism”

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 “Local is the new sexy”

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 “I connect, therefore I am”

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 “Good life makes you have
something to lose”

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 “Making choices feels
good”

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 “My lifestyle doesn’t mean I’m
not in shape (denial mode)”

Source: http://nikenrosececiora.blogspot.co.id/2016/06/review-heavenly-blush-yogurt-drinks.html

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 WHAT:
UNDERSTANDING INDONESIAN
CONSUMER
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 HOW CONSUMER THINKS

Cortex Brain CONSCIOUS

Perceived
Reasoning “reality”
Illusionary

Feelings Sensory images Limbic Brain SUBCONSCIOUS

Continuous thoughts

Fear, anger, sadness,

Emotions disgust, surprise, happiness Reptilian Brain
bloodstream & neural pathways UNCONSCIOUS
Basic life Drives & motivations
regulation Pain (punishment) & pleasure (reward)

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 HOW WE UNDERSTAND THEM

Ask articulated Observe

and explicit unreported
knowledge actions
say do

make
Learn how they
innovate i.e.
workarounds
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 HOW:
CONSUMER INSIGHT TOOLS
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 Innovation EFFORTS (Past 10 Years)

Hi
volume

Lo
Model Process Offering Delivery

Business Networking Enabling Core Product Product Customer

Service Channel Brand
model model process process features system experience
Source: The Doblin Group
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 Innovation VALUE (Past 10 Years)

Hi
value

Lo
Model Process Offering Delivery

Business Networking Enabling Core Product Product Customer

Service Channel Brand
model model process process features system experience
Source: The Doblin Group
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 Emphatic research is the most proven

traditional latent Traditional Research

Evaluative
Improves Existing Things
Explicit Needs Reported
qualitative

Focus Market Segments

Empathic Artificial Settings
Groups
Research Static Interviews
Etc. Isolated Experiences

Empathic Research
Generative
Inspires new possibilities
quantitative

Video Latent needs revealed

Surveys Individuals
Ethnography
etc. Natural context
etc. Dynamic conversations
Comprehensive experiences

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 TODAY’S TAKEAWAYS

What customers say and what they do are at times

contradictory:
• Sometimes it’s their justification
• Sometimes it’s counterbalance
• Sometimes they just don’t want to say what they do
“What they do” is always the right insight!

Observation without purpose is meaningless

Observation without inference is naïve
Observation with purpose and inference is the true meaning of
“finding insight”

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