¿What is Consumer Insights?
Clear understanding of consumer deep & unrevealed behavior for
marketing innovation & competitive advantage!
A review of consumer
insights definitions,
myths and truths
MBA Cristina Quiñones
Consumer Insights Consultant & Researcher
Pontificia Universidad Católica del Perú
www.consumer-insights.blogspot.com
cristinaq@consumer-insights.com.pe
Lima, 8th January 2008
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Just a brief introduction
I am not an English spoken native. I think, feel and get in love in
Spanish! So, this is my best attempt to communicate in another
language.
I prepare this deck because I consider myself a devoted and passionate
consumer insights researcher. I have been working on the market
research field for about 13 years, and recently in the consumer insights
area (as Kraft Foods Consumer Insights Manager for Perú and Western
Andean Region).
Nowadays I am working as an independent consultant and researcher
and found very interesting to share and promote consumer insights
vision thorough psychology, marketing, advertising and professional
community.
I truly believe in insights. I think that a consumer centered organization
fueled by consumer insights is the best solution for marketing and
business success. Do you agree?
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights Definition
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

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© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights
Examples of Dyed Hair
Inspirational Insight
– Define why the consumer uses the specific product
– “Dye my hair makes me break with routine, modernize and
change\"
Emotional Insight
– Comments that reflect how consumers feel when using a product
– \"The truth is that when I dye my hair I changed my way of being. I'm more
flirtatious and seductive, I conquered my husband!\"
Intensity Insight
– Determines the degree of satisfaction with the product / brand promise
– \"The last time I had redhead was magical…my husband started to stare at
me ... it's as if he had lived in a dark cave and the color red that I put
myself served as a torch lit. \"
Fuente: Trias, Elena (2008). La Publicidad Emocional y su presencia en el sector de Alimentación. Disponible en:
http://www.recercat.net/bitstream/2072/9132/1/TFC-TRIAS+DE+BES-2008.pdf (Consulta 04 de Diciembre 2008).
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights
More examples of everyday consumption…
“Cuando los niños destapan un yogur, por lo general pasan la
lengua por encima de la «pestaña» o tapa metálica”
“En las fiestas y en los matrimonios a las mujeres jóvenes les
gusta entrar al baño en pareja para conversar y evaluar todo lo
que está sucediendo”
“cuando uno está comiendo cereal al desayuno por lo general
le gusta leer lo que dice la caja”
“algunas mujeres, cuando se miden un pantalón, salen del
vestidor caminando en puntillas, para ver como les quedaría
esa prenda con tacones”
“en los aviones la gente tiende a leer mucho más de lo que lee
habitualmente”
Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc
(Consulta 04 de Enero 2009).
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights
More examples of everyday consumption…
personas van a de terminados lugares precisamente
“algunas
porque hay una gran fila a la entrada”
“algunas personas huelen los libros antes de comprarlos”
“las personas caminan mucho más despacio cuando están
mirando vitrinas”
Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc
(Consulta 04 de Enero 2009).
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights
and its translation to advertising copy
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights
and its translation to advertising copy
Envy BMW
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights
and its translation to advertising copy
Power BMW
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer insights “yo lo uso
como postre,
“el yogurt te
“el yogurt me refresca el a mis hijos
limpia el
estómago, me lo limpia” los engrío con
cutis, te
el yogurt”
mantiene el
cabello
saludable”
“el yogurt me
pone…me
sostiene. Si voy “mi novia está
a almorzar tarde embarazada y siempre
sé que voy a llega un yogurt en la
aguantar” carterita porque piensa
que le va a hacer mejor”
“me siento ligera con el “para mi el yogurt
yogurt…creo que no me es un no-leche, lo
“te ayuda a
va engordar como la tomo porque
regularizar el
leche” siempre detesté la
estómago…te nutres
leche
y no te embotas”
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: a calculated discovery
Serendipity!!!
A inspiration moment
An AHA moment
Gaining perspective
through intuition
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: What do experts say?
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

A broad range of definitions
I reviewed lot of information in the business setting. Most of the
definitions you will find here are from market research
perspective (LATAM and international) but others are derived
from consumer goods industry.
Despite the fact there are some differences in these definitions,
we can find important communalities: perspective, intution,
deep psychological understanding, consumer immersion,
unrevealed emotions, beliefs and behaviors and actionable
insights.
The most important marketing gurus like Kotler and recently
Mohanbir Sawhney express a conviction that “consumer
insights” is the new paradigm on Marketing Sciences.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

ELISAVA
Consumer Insight is a shared meaning
Insights is
a shared
meaning that
can connect
consumers
with brands
and drives
action
(purchase,
use,
disposition,
recommenda
tion, buzz,
etc)
Source: ELISAVA. (2000). Investigación de Mercados. Competencia. Consumidor
Master en Diseño de Identidad Corporativa Disponible en web:
http://www.elisava.net/MIC/wp-content/uploads/2007/11/investigacion-de-
mercados-alex-cabre.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

CADEM Research International
Consumer Insight is an inspiration for business growth
Insights that
inspire are
insights that
come to deep
thoughts and
feelings of
consumers.
Source: Karen Thal.
Gerente General Cadem Research
Internacional: “Energizando las marcas a
partir de los consumidores”. Mesa
Redonda sobre el valor de las marcas.
ICARE – Chile. Disponible en web:
http://www.icare.cl/eventos_anteriores_20
07/valor_de_las_marcas_2007/
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

MRA Services - Consumer Insight is a discovery about
the target consumers that link consumers with brands
I love this
definition:
short,
accurate &
actionable.
A
consumer
insights
reveal the
symbolic &
emotional
bond with
brands.
Source: MRA Services Disponible en web:
http://www.mraservices.com/ext/pdf/Consumer%20Insi
ghts%20webinar%20111708.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

MRA Services - Consumer Insight is a revelation that
fuels overall business strategy
Is an
actionable
insight, not
just a piece
of data or
market
research
finding.
Source: MRA Services
Disponible en web:
http://www.mraservices.
com/ext/pdf/Consumer
%20Insights%20webina
r%20111708.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

MRA Services
Consumer Insights and de AHA Momentum!
A
discovery
arises after
hard work of
consumer
analysis,
observation,
immersion &
thinking)
Source: MRA
Services
Disponible en
web:
http://www.mrase
rvices.com/ext/pd
f/Consumer%20In
sights%20webina
r%20111708.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Nestlé – Deep understanding about consumer needs &
desires that can be translated into a cost-effective action
Source: Gerencia
de
Comunicaciones.
Nestlé Chile
(2003). Te
tenemos
identificado!
(consumer
connection).
Presentado en
ANDA Chile.
Disponible en
web.
www.anda.cl/pres
entaciones/Prese
ntacionesrelatore
s%20I-
Convención/Rodri
goPolanco%20Ne
stle.pdf..pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Estadística Aplicada – Consumer insight is a
Revealing result about consumers and markets
Revealing
result about
consumers
and markets
that arise after
deep analysis,
clear
observation
and consumer
connection.
Source: Alagón, Javier – Estadística
Aplicada (2008). Segmentando a partir de
los Insights. Presentado en el Congreso
AMAI 2008: Insights Razones o
Emociones. Ciudad de México. Setiembre
2008.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Research International
Consumer Insight Managers replace traditional researchers
Because
traditional
research is no
longer
innovative!
Traditional
researchers are
data mining guys
but not real
insighters.
To be an
insighter reason
is not enough.
Intuition,
psychological
observation and
creativity are
required!
Source: Research International (2008).
Turning Insights into Commercial Success.
Presentado por Julian Bond en el Congreso
AMAI 2008: Insights Razones o Emociones.
Ciudad de México. Setiembre 2008.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Research International
Consumer Insights fuel concept development
Real
innovation is
result from a
reveal need,
motivation,
feeling or belief
that is strong
and powerful
enough to
connect a
specific
targeted
consumer with
a brand.
It requires
deep
Source: Research psychological
International understanding
(2008). Op. Cit.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Research International
Consumer Insights a basis for ideation
Innovation
arises from
mixture of
ideas
(consumer
insights).
To assure
enough and
brilliant ideas
arise a
researcher
should use
projective
techniques,
deep
Source: Research International (2008).
observation &
Turning Insights into Commercial Success.
consumer
Presentado por Julian Bond en el Congreso
AMAI 2008: Insights Razones o Emociones.
immersion.
Ciudad de México. Setiembre 2008.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

DVL – Consumer Insights replace Market Research:
Intuition (Eureka Moments) + Reason (deep understanding)
Source: DVL Smith
Group (2008). The
journey from
market research to
evidence based
business
consultancy.
Presentado en el
Congreso de
Consumer Insights
del AMAI- México.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

NODO – Consumer Insights are part of:
overall strategy & innovation processes
Insights should
be framed into
overall strategy,
otherwise, they
are non-sense.
Insights are not
random ideas,
they result from
a strict
compromise
with innovation
processes.
Insights are not
just good
vehicles for
advertising
persuasiveness,
they contribute
to enhance
brand equity.
Source: NODO Investigación Estrategia. Presentado en el Congreso AMAI 2008:
Insights Echando una mirada al Futuro. Ciudad de México. Disponible en web
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

NODO – Consumer Insights arises from:
dedicated research & marketing strategy review
To discover
actionable
insights, a
researcher
must realize a
detailed
analysis of
consumer
habitat
consumer
trends
innovation
processes
new tech
category
perception
brand strategy
Source: NODO
marketing mix
Investigación
Estrategia.
http://www.nodo-research.com
IDEM.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Nielsen – In search of consumer insights:
A discovery, a mindset, an innovation basis
Source: NIELSEN (2008). De los
Insights a la Acción.
Presentado en Congreso AMAI
2008. Insights: Razones o
Emociones. Ciudad de México.
Disponible en web
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Nielsen - The Power of Insights:
How to find them fast, and make them work for you
Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Available in web:
http://www.nielsenanswers.com/news-events/white-papers
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights:
Specific, timely, relevant, critical and actionable
Insights work similar to headlights; they illuminate the path
ahead to reduce the risk of potential hazards.
The more visibility I have, the faster I can go.
With increased insights I will be able to make faster decisions
while navigating my business.
Insights let companies plan effectively, and facilitate business
decisions that help grow profit, volume, and share.
True insights address not only the “what” of business
performance, but also “why” it’s performing the way it is, and
“how” one might influence that performance.
To provide real value, an insight must reflect five key elements:
Specific, Timely, Relevant, Critical and Actionable
Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Disponible en web:
http://www.nielsenanswers.com/news-events/white-papers
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight: emotional advertising
Source: Punto Escena / http://www.puntoescena.com/marketing-emocional-insights-del-consumidor
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

SIMON Law
Insight is the capacity to gain an accurate understanding
Two concepts are
very important
here:
– Accurate
– Intuitive
Source: Simon Ayrton (2008). The Insights Presentation. Disponible en web: http://www.simon-
law.com/archives/113 (DHead of Planning at TBWA\\London )
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Source: Simon Ayrton (2008). IBID.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: Latent & unconscious need
“Una información que revela algo nuevo, que descubre algo
oculto respecto a las marcas y consumidores”
“Un tipo de descubrimiento, que nace de aplicar metodologías
específicas e intuición”.
“La intuición, en este juego, tiene que ver con la idea de que no
basta con el pensamiento racional, lineal, para descubrir algo
nuevo, sino que se requiere escuchar al cuerpo, sus
sensaciones y emociones, en busca de un sentido más
profundo”.
“El descubrimiento de un insight equiere una mentalidad
diferente, \"out of the box\", es decir, un modo de pensar y hacer
las cosas no convencional”.
“Un insight para ser realmente accionable requiere del
compromiso de la organización”
From: Insights Qualitativos 2.0 “Insights: La búsqueda de lo latente” /
http://www.insights-qualitativos.com/2008/03/insight-la-bsqueda-de-lo-latente.html
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: Subjetive & personal
content about a brand and its consumer
“En el ámbito publicitario designa cualquier verdad sobre el
consumidor cuya inclusión en un mensaje publicitario hace que éste
gane en notoriedad, veracidad, relevancia y persuasión a ojos de dicho
consumidor”.
Leo Burnett:
“Los insights del consumidor son las percepciones, imágenes,
experiencias y verdades subjetivas que el consumidor tiene
asociadas con un tipo de producto, con una marca en concreto o
con su situación de consumo”.
“Son una mezcla de componentes racionales e inconscientes,
reales e imaginados, vividos y proyectados, que suelen estar
fuertemente enraizados en los componentes afectivos del
consumidor”.
From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights:
An emotional marketing perspective
“La seducción y las emociones están estrechamente ligadas a
la hora de crear productos nuevos con éxito.
…de hecho, asociamos cosméticos con salud y belleza;
vacaciones con libertad y evasión, y tecnología con la
capacidad de comunicación.
…el campo de exploración de los sentimientos de los públicos
supone un largo viaje, cuyo fin no es otro que lograr una
conexión afectiva que está en consonancia con los tiempos que
vivimos y que persigue consolidar relaciones duraderas”.
From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional
de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: Deep psychological content
“Cuando se habla de proyecciones, se hace referencia a los
aspectos psicológicos latentes que se desean activar a través
de los mensajes…
…se trata de despertar los sentimientos del consumidor con un
producto o marca, por lo que es básico conocer qué elementos
internos se pueden estimular para lograr una actitud adecuada
que se traslade a la marca.
…para encontrar insights debemos conocer cómo se relaciona
el consumidor con el producto, qué le ofrece, cuándo y para qué
lo utiliza, etc. Por lo tanto, es fundamental conocer ampliamente
a nuestro público objetivo para saber por qué compra, por lo
que son fundamentales las herramientas de investigación”.
From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: a truth, but not obvious,
understanding about consumption
“Una observación aguda e inteligente,
aunque no siempre obvia, de algo que le pasa
o siente la gente cuando consume la marca”
Source: Universidad Diego Portales. Panel de Expertos en Publicidad. http://www.udp.cl/comunicados/0606/15/escuelita.htm
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: Reveal hidden needs, identify
positioning opportunities & guide marketing communication
En mercadotecnia, develan necesidades y deseos.
En comunicación, crean caminos creativos y afinan piezas.
En branding generan oportunidades de posicionamiento.
Es una mirada penetrante de lo obvio, que se convierte en obvio al
momento de ser descubierto, no antes: ¡Eureka!
Debe surgir de una investigación enfocada en el poder, no tanto en el
saber.
Necesita ser útil y accionable: No debe ser un conocimiento superficial,
sino intenso. Y debe estar cimentado en el entendimiento.
No todos los hallazgos descubiertos poseen las suficientes cualidades
para ser un insight; lo son: Si te genera una oportunidad de negocio, si
tiene elementos para fortalecer o reposicionar tu marca, si puedes
hacer una comunicación más persuasiva (fondo y forma).
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: generate business opportunity,
reinforce brand image & foster communication persuasiveness
Tres Características
1. Es una mirada penetrante de lo obvio, que se convierte en obvio al
momento de ser descubierto, no antes: ¡Eureka!
2. Debe surgir de una investigación enfocada en el poder, no tanto en
el saber.
3. Necesita ser útil y accionable: No debe ser un conocimiento
superficial, sino intenso. Y debe estar cimentado en el
entendimiento.
No todos los hallazgos descubiertos poseen las suficientes
cualidades para ser un insight. Sólo son insights si:
– Si te genera una oportunidad de negocio,
– Si tiene elementos para fortalecer o reposicionar tu marca,
– Si puedes hacer una comunicación más persuasiva (fondo y
forma).
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: Intuition rather than reason
“Comprender la naturaleza interna de las cosas intuitivamente
así como poseer un claro (y a menudo repentino) entendimiento
de una situación compleja.
Un Consumer Insights es el resultado del aprendizaje de la
verdadera naturaleza de las cosas, de forma intuitiva”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights:
Kotler´s new marketing perspective!! (paradigm)
“Debemos cambiar a una perspectiva
mucho más centrada en el cliente. La
palabra mágica es consumer insights“
“We need to change into a more
consumer based (centered)
perspective. The magic word is
consumer insight”.
Phillip Kotler
From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional
de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights:
a bet for the future and long-term relationship
Kotler: \"lo que suele echarse en falta en las empresas es el
upstream marketing. Vayan a una empresa a preguntar quién se
ocupa de pensar en lo que va a pasar durante los próximos tres
años, o qué productos o servicios pueden interesar a futuros
clientes. Nadie tiene tiempo para estos temas, todo se enfoca al
downstream marketing.\"
Knutsen: “hay mucho interés en la tecnología, pero que hay que
pensar en ella en relación con los clientes… Tenemos que
pensar en las necesidades de los consumidores, y esta es la
tarea más importante del marketing\".
Dominan objetivos a corto plazo
Source: Marketing Directo “El viejo marketing no volverá
a funcionar”. Abril 2006.
http://www.marketingdirecto.com/noticias/noticia.php?id
La orientación al cliente es deficiente
noticia=18341
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights:
psychological penetration into consumer's minds
“Un insight es una comprensión fresca y no
todavía obvia de las creencias, valores, hábitos,
deseos, motivos, emociones o necesidades del
cliente, que puede convertirse en base para una
ventaja competitiva”
“A consumer insight is a fresh understanding,
but not obvious, about consumers beliefs,
values, habits, desires, motives, emotions and
needs, that can be translated into competitive
advantage”
Mohanbir Sawhney
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: The new trend
El ultimo congreso de la asociación mexicana de agencias de
investigación de mercado (AMAI) incluyó como tema los insights del
consumidor. Fue realizado en el mes de Septiembre 2008
The Last Mexican Market Research Association (AMAI) developed a
Consumer Insights Congress (Insights: Reasons or Emotions?) in
September 2008.
Source: AMAI / http://www.amai.org/pdfs/revista-amai/AMAI-16_art2.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: What is not?
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight: is not research
An insight is a “revelation” - the need for something that
changes our opinion… and that can be done in many different
ways, but is definitely a key part of the best communications.
Thinking about exploring and discovering, then you’re at least
thinking bigger than research.
Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: is not Product Insights!!
We talk generally
about insights - the
multitude of different
types that exist –
The fact that this list
may not even be
exhaustive and
definitely contains
some areas that
don’t make for
particularly good
insights.
Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: It is not a guess
Un Consumer Insight no se
encuentra fácilmente como un
diamante en una mina o una aguja en
un pajar.
No es producto de la suerte sino de
la investigación!
Su hallazgo no es gratuito, se debe a
mucho esfuerzo conversando,
observando e interactuando con los
consumidores!
El Consumer Insights no es un golpe de suerte!
Requiere técnicas de análisis avanzadas
Source: LEXIA / http://lexiacualitativa.wordpress.com/2007/07/13/el-poder-de-identificar-y-presentar-insights-cualitativos/#comment-15
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights:
Its not deductive research, is inductive!
“Escuchar la voz del cliente” no es suficiente para
generar perspectivas innovadoras, debido a que con
frecuencia los clientes no nos dicen qué desean.
Se necesita un enfoque diferente de la investigación
de consumo: la “investigación inductiva” que se
diseñó para generar insights.
Mohanbir Swhney
Phd Marketing – Wharton School. University of Pennsylvania
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: doing rather than saying
The insights are
related to
participative
inmmersion in
consumer´s
lives.
It is not passive,
indeed, it is an
active attitude
and behavior to
really
understand
consumers.
Source: Design Thinking. http://peoplecentereddesign.net/wp-content/uploads/2007/08/Moggridge_ImageSpaceObject_sr.pdf
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: What do industry say?
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: voice of the consumer
Kraft Foods: “Consumer Insight keep
the Consumer at the center of the
decision-making process. To be the
“Voice of the Consumer”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Role of Consumer Insight within Kraft Foods
INSIGHTS
Consumer Insights Responsibilities:
Develop a deep understanding of
consumers’ lives and how they interact with
our brands
Identify opportunities to address consumer
needs
Guide the development of products and
communications to consumers’
specifications
INFORMATION
Evaluate the effectiveness of what we do to
drive continuous improvement
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: a penetrating discovery
Diageo: “Consumer Insight is a
penetrating discovery about consumer
motivations, applied to unlock
growth”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: something your
competitors do not know…
General Mills “an insight is
something you know that your
competitors do not.”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: getting to the heart of
why people do what they do…
Cadbury Schweppes “getting to the heart
of why people do what they do, and using
that knowledge to help us grow.”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: hint about target
consumers & their needs that related to brand
Unilever: “aquel elemento de todo lo que
conocemos sobre el target y sus
necesidades sobre el cual la marca está
basada.”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: creative opportunity
Reckitt Benckiser: “a consumer insight is a
new, creative opportunity derived from a
profound understanding of the consumer. It
describes how we might add new value to
consumers through brands.”
Source: Laura Velamazán - LEXIA Investigación Cualitativa
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: What do we think?
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: My favorite definition
”Looking where others don’t look to find what
others can’t find”.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight: Other Interesting Definitions
“Get into the minds of consumers”
“An understanding of consumers’ expressed and unspoken needs and
realities”
“Singularly focused need, desire or want”
“Core value or central belief driving customer behavior”
“Know what is in your consumers hearts and minds…(as well as the
market research numbers)”
”New usable perspective on the relationship between a brand and its
existing or intended consumer.”
Facts Intuition
plus
Facts Intuition
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight: the need of deeper insights
Companies should consider consumer
insight development as crucial to product
improvement and differentiation.
Its important to understand how and why
consumers shop and make their
decisions across each shopping
occasion
Consumer Being able to succeed in business
Insight requires a superior understanding of the
consumer - not just marketing strategies.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight: A Consumer-focused business aproach
Consumer-Focused
Product-Focused
Emphasis on consumer needs
Emphasis on Product
and motivations
Atributes
“Consumer pull”
“Product push”
Focus on consumer insights
Focus on product
improvement
Measured by customer
psychographics and
Measured by market share
segmentation analysis
growth and volume sales
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

With consumer Focused Market Research
The emotional beliefs and Consumer
values that consumers feel (Emotional)
are being addressed by our
brand
Beliefs &
Core
The functional and Values
emotional benefits that our
product/services provides
Benefits
to the consumer
Product features and/or
Features &
attributes that must be
Attributes
addressed Product
(Rational)
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight Challenge
Numbers don’t inspire creativity
Meaning is key to understanding
We need to know who consumers are and what they look at life
1. Define the way they think about themselves.
2. Look at life from their point of view.
3. Think about the best ways to bring our products to this
consumers.
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight Scope
Companies who are satisfied
with surface insights and don’t
use deeper consumer insights
miss the opportunity to improve
their results
Unknown
Consumer
Knowledge
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight – Information Sources
Market Research Basics
Syndicated Data: Market Audit
Customer/Retailer Data
Trends Reports
Customized Research (qualitative & quantitative)
Internal Data
Consumer Motivation and emotional attachment to
products (deep and hidden needs)
Consumer Consumption Rituals and Behaviors
(Ethnography)
Brand imagery, positioning and personality.
Retail new shopper: specific buying behavior
(Observation)
Consumer Segmentation / Typologies
Category Mapping and New Product Development
Consumer/Customer Decision Process
Market Research Opportunities
Current media trends: type, usage, spending
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight Development
MR reframed as Consumer
MR clients looking for
Insight – creating tomorrow –
Emphasis on quantitative differentiation beyond the
leading edge consumers –
survey methods (forecasting) rational – rise of Qualitative
eclectic methodologies
MR –
1970´s 1980´s 1990´s
Input Output
(Methodological (Problem-Solving
Orientation) orientation)
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight Main Techniques
Desk Quantitative Qualitative ‘Insight’
Desk Quantitative Qualitative ‘Insight’
Research Methods Methods Methods
Research Methods Methods Methods
•Literature reviews •Groups/depths •Intuition
•Surveys
•Libraries •Needs •Brainstorming
•Trackers
•On-line searches •Perceptions •Mixed methods
•Monitors
•Demand analyses •Attitudes •Projective techniques
•Product tests
•Competitor analysis •Emotions and •Ethnography
•Segmentation
Feelings •Visual anthropology
•Retail Audit
•Participant
•Household Panel
observation
•U&A studies
•What? •Creation Labs
•How?
•Why?
•How much?
•Where to?
•How many?
•Innovation/
•When?
Creation
•The future
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight – Fundamental Questions
WHO? WHAT?
Who is the consumer and what do In what ways does the consumer
we really know about them? interact with the brand?
Who is not the consumer of this What can consumers do with the
brand? brand (in addition to the intended
purpose)?
WHERE?
WHEN?
Where does the consumer choose
Is the brand associated with a
(or not choose) the brand?
particular time/occasion?
Where might consumers consider
How do consumers feel if they
or use the brand?
have to wait to get the brand?
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight Challenge
1 2 3
Verify that the
Translate the business Translate the research
information flow is
needs in effective research results in actionable
consistent with designed
solutions (specific insights and market
objectives and expected
research goals and strategies for the company
results
methodologies).
Market Research
Market Research Market Research
Results + Consumer
Design Process
Insights!
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights as organizational philosophy
Consumer Insight Role
Boosting business decisions that focus on consumers to
enhance business success and organizational performance
Business
Consumer
Information
Impact
Insights
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Why a Consumer Insight is a valid perspective?
Provides comprehensive understanding, insight and inspiration
(creativity).
Constitute the basis for marketing innovation
Help assess business opportunities and risks.
Guide business decisions and ensure the long-term success.
Consumer Insight: Definition
Clear understanding of consumer deep & unrevealed behavior,
feelings and beliefs for marketing innovation & competitive
advantage!
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights: the mixture of facts and intuition
Deep understanding of consumers hidden needs and
unconscious motivations unconscious (did not confess)
Central value or belief relevant to consumer that fuels
consumption behavior and motivate purchase.
Discover within minds and hearts of consumers.
Penetrate consumers mind.
Facts Intuition
plus
Facts Intuition
Consumer Insight
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insight Enemies
1 Taking consumer comments literally
2 Thinking you “know everything” about consumers
3 Great amount of Information that really you don´t need
4 Being worried only in consumer purchase intention
5 Not considering market research recommendations
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Consumer Insights Network
Retailers
Retailers
Sales
Suppliers
Suppliers Consumers Service Providers
Consumers Service Providers
Procurement
Marketing CS&L
We need insights in
Human Resources
Human Resources
all of these areas!!
RR.HH
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

My blog!!
www.consumer-insights.blogspot.com
Consumer Insights
(www.consumer-
insights.blogspot.com) a
consumer psychology
and consumer insights
specialized blog.
Here you will find lot of
information about
insights, academic
papers, consumer
behavior & consumer
insights students
assignments, etc.
If you are a consumer
insights passionate &
devoted consultant,
researcher or professor
this is your blog!!!
Cristina Quiñones
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

Cristina Quiñones D.
• Master en Administración Estratégica de
Empresas. CENTRUM School of
Business, Pontificia Universidad
Católica del Perú.
• Master of Business Administration in
General and Strategic Management ,
Maastricht School of Management, The
Netherlands.
• Social Psychologist Licentiate.
Pontificia Universidad Católica del Perú.
• Advertising Sciences Specialist,
Instituto Peruano de Publicidad
(Advertising Peruvian Institute).
• Professor of Consumer Insights
postgraduate executive program.
Universidad ESAN (Lima-Perú).
• Professor of Consumer Psychology pre-
graduate course. Psychology
Department. Pontificia Universidad
Católica del Perú. (Lima-Perú).
Consumer Insights Consultant & Researcher
Calle Madrid 455 Dpt 302 Miraflores
Lima 18 – Perú
Phone (511) 447-2916
Cell Phone (511) 9-9346-5242
cristinaq@consumer-insights.com.pe
Thanks! www.consumer-insights.blogspot.com
© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe