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Consumer Insights: Revealing the truths & myths

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What is consumer insights? Most of people dont really understand what this concept really means. It seems that everybody (planners, marketers, psychologists and creative guys) has their own ...

What is consumer insights? Most of people dont really understand what this concept really means. It seems that everybody (planners, marketers, psychologists and creative guys) has their own definition. In that sense It appears to me very interesting to reveal the consumer insights truth.

The deck I presented is the result of all that intense search (desk research basically complemented with my last 4 years of academic & profesional expertise in the market research and consumer insights fields).

As you know, 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 as I truly believe on consumer psychology. I think that a consumer centered organization fueled by consumer insights is the best solution for marketing and business success. Do you agree with me? I would appreciate your comments!!! More information: www.consumer-insights.blogspot.com

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  • Full Name Full Name Comment goes here.
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  • Hi Christina. Well done. I have a look ''INTO AND THE LIGHT COMES ON''.
    Huge thanks.
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  • The Conflict between Human Truth Vs Cultural Truth or Human Truth Vs Human Truth and vice versa would always give birth to the right Consumer insight! Thank You!
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  • Hi cristina,
    Very insightful thanks. Will you be able to share the presentation?

    cmkartha2011@gmail.com
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  • This is a very insightful & thoughtful presentation .It will be of help to all marketers
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  • maybe it's me but i can only find the spanish version! i am very much interested! Thanks for helping me out ;)!
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Consumer Insights: Revealing the truths & myths Presentation Transcript

  • 1. ¿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
  • 2. 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
  • 3. Consumer Insights Definition © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 4. e tiv pec Insight ers gp Inspiration n ini Ga Di sce n rnm tio pec Knowle en dge s t tro In h put rut n in dT a ke atio Intuition ov N Inn Deep Und ersta ery ndin cov g s Di Revelation © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 5. 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 changequot; Emotional Insight – Comments that reflect how consumers feel when using a product – quot;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!quot; Intensity Insight – Determines the degree of satisfaction with the product / brand promise – quot;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. quot; 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
  • 6. 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
  • 7. 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
  • 8. Consumer Insights and its translation to advertising copy © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 9. Consumer Insights and its translation to advertising copy Envy BMW © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 10. Consumer Insights and its translation to advertising copy Power BMW © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 11. 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
  • 12. 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
  • 13. Consumer Insights: What do experts say? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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 TBWALondon ) © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 33. Source: Simon Ayrton (2008). IBID. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 34. 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, quot;out of the boxquot;, 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. Consumer Insights: a bet for the future and long-term relationship Kotler: quot;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.quot; 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 marketingquot;. 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
  • 44. 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
  • 45. 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
  • 46. Consumer Insights: What is not? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. Consumer Insights: What do industry say? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 53. 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
  • 54. 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
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 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
  • 60. Consumer Insights: What do we think? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 61. 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
  • 62. 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
  • 63. 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
  • 64. 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
  • 65. 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
  • 66. 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
  • 67. 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
  • 68. 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
  • 69. 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
  • 70. 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
  • 71. 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
  • 72. 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
  • 73. 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
  • 74. 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
  • 75. 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
  • 76. 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
  • 77. 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
  • 78. 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
  • 79. 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