Consumer Insights - Revealing what is in consumers mind

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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 founded Consumer …

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 founded Consumer Insights – Unlocking the mind of consumers. 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, and I want to share and promote consumer insights vision thorough our professional community. Thanks! Cristina Quiñones. www.consumer-insights.blogspot.com / cristinaq@consumer-insights.com.pe

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  • 1. Consumer Insights: Consumerwhat is in Revealing Insights: consumers mind Revealing consumers mind www.consumer-insights.blogspot.com MBA Cristina Quiñones D. Consumer Insights – Desnudando la mente del consumidor Consumer Insights – Desnudando la mente del consumidor Lima, Abril 2009 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 2. Are you sure you know your consumer? Do you want to know how to reach their hearts and their minds? Want to discover the key to the emotional connection with consumers? Want to identify opportunities for new products, and communication strategies based on consumer insights? Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 3. Consumer Insights: looking where others don't look to find what others can´t find. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 4. Consumer Insights - Unlock the mind of the consumer is a consulting firm specializing in insights generation for marketing innovation Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 5. Just a brief introduction  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 founded Consumer Insights – Unlocking the mind of consumers.  I worked as a Consumer Insights Manager for Perú and Western Andean Region in Kraft Foods.  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.  I want to share and promote consumer insights vision thorough psychology, marketing, advertising and professional community.  I am the owner of a consumer insights blog: www.consumer- insights.blogspot.com Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 6. Consumer Insights Definition Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 7. tvei ve pceec i t rsp ers gpe g p Inspiratio Insp n iration iin inn Ga G ain D Diis sc e c errn ion ton Know Knowlledg nm me en t n p ec i ec t edge e t ossp ntr I tr In o uth r th ut ut Tu Tr inp np ed ed ni ion ak ak ato v ti Intuition Intuition N N oa ov I Inn nn D ee D ee p p Un d Un e derrsta sta n d n in ery ey vr dingg c ov co Revelation Revelation Ds D i is Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 8. Consumer Insights Examples of Dyed Hair  Inspirational Insight – “Dye my hair makes me break with routine, modernize and changequot;  Emotional Insight – 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 – 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). Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 9. Consumer Insights More examples of everyday consumption…  “When the children uncover a yogurt, usually go over the language of quot;tabquot; or metal cover quot;  quot;In the festivals and marriages young women like to go to the bathroom in pairs to discuss and evaluate what is happeningquot;  quot;When an adult is eating cereal for breakfast usually like to read what the product package saidquot;  quot;Some women, when measured trousers, leave the dressing room on tiptoe walking, because they like to see the garment heeledquot;  quot;On airplanes, people tend to read much more than it usually readquot; 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). Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 10. Consumer Insights and its translation to advertising copy Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 11. Consumer Insights and its translation to advertising copy Envy BMW Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 12. Consumer Insights and its translation to advertising copy Power BMW Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 13. Consumer insights “yo lo uso como postre, “el yogurt me refresca el a mis hijos “el yogurt te estómago, me lo limpia” los engrío con limpia el el yogurt” cutis, te mantiene el cabello “el yogurt me saludable” 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 “te ayuda a es un no-leche, lo va engordar como la regularizar el tomo porque leche” estómago…te nutres siempre detesté la y no te embotas” leche Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 14. Consumer Insights: a calculated discovery  Serendipity!!!  A inspiration moment  An AHA moment  Gaining perspective through intuition Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 15. Consumer Insights: What do experts say? Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 16. Consumer Insights: 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 17. Consumer Insight is a shared meaning  Insights is a shared meaning that can connect consumers with brands and drives action (purchase, use, disposition, recommendatio n, 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 18. 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/ Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 19. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 20. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 21. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 22. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 23. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 24. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 25. 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 psychological understanding Source: Research International (2008). Op. Cit. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 26. 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 observation & consumer immersion. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 27. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 28. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 29. 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 marketing mix Source: NODO Investigación Estrategia. IDEM. http://www.nodo-research.com Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 30. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 31. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 32. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 33. Consumer Insight: emotional advertising Source: Punto Escena / http://www.puntoescena.com/marketing-emocional-insights-del-consumidor Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 34. 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 ) Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 35. … that inspires business and foster marketing innovation Source: Simon Ayrton (2008). IBID. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 36. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 37. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 38. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 39. Consumer Insights: Deep psychological content  “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, 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. es fundamental conocer ampliamente a nuestro público objetivo… From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi- bin/ac/pu/tp%20medios.pdf Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 40. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 41. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 42. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 43. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 44. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 45. 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;. Source: Marketing Directo “El viejo marketing no volverá a funcionar”. Abril 2006. http://www.marketingdirecto.com/noticias/noticia.php?idnoticia=18341 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 46. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 47. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 48. Consumer Insights: What is not? Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 49. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 50. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 51. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 52. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 53. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 54. Consumer Insights: What do industry say? Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 55. 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” Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 56. Role of Consumer Insight within Kraft Foods Consumer Insights Responsibilities: INSIGHTS  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  Evaluate the effectiveness of what we do to drive continuous improvement INFORMATION Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 57. Consumer Insights: a penetrating discovery  Diageo: “Consumer Insight is a penetrating discovery about consumer motivations, applied to unlock growth” Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 58. Consumer Insights: something your competitors do not know…  General Mills “an insight is something you know that your competitors do not.” Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 59. 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 Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 60. 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.” Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 61. 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.” Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 62. Consumer Insights: What do we think? Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 63. Consumer Insights: looking where others don't look to find what others can´t find. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 64. 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 Facts plus Intuition Intuition Consumer Insight Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 65. Why a Consumer Insight is a valid perspective? Consumer Insights = Clear understanding of consumer deep & unrevealed behavior, feelings and beliefs for marketing innovation & competitive advantage! Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 66. Consumer Insights as organizational philosophy Boosting business decisions that focus on consumers to enhance business success and organizational performance Information Consumer Business Insights Impact Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 67. 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 Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 68. 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  Being able to succeed in business requires a superior understanding of the consumer - not just marketing strategies. Consumer Insight Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 69. Consumer Insight: A Consumer-focused business aproach Product-Focused Consumer-Focused  Emphasis on Product  Emphasis on consumer needs Atributes and motivations  “Product push”  “Consumer pull”  Focus on product  Focus on consumer insights improvement  Measured by customer  Measured by market share psychographics and segmentation analysis growth and volume sales Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 70. 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. Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 71. Consumer Insights – Proposed Methodology The emotional beliefs and Consumer values that consumers feel (Emotional) are being addressed by our brand Beliefs & Core Values The functional and emotional benefits that our product/services provides Benefits to the consumer Features & Product features and/or Attributes attributes that must be Product addressed (Rational) Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 72. Consumer Insight Scope  Companies who are satisfied with surface consumer knowledge and don’t use deeper consumer insights miss the opportunity to improve their results! Explore beyond the surface! Unknown Consumer Consumer Insights Knowledge Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 73. Consumer Insight – Information Sources  Syndicated Data: Market Audit Market Research Data  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  Current media trends: type, usage, spending Real Consumer Insights Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 74. Consumer Insights Network We need insights in all of these areas!! Retailers Retailers Sales Suppliers Suppliers Service Service Consumers Consumers Procureme Providers Providers nt Marketing CS&L Human Resources Human Resources RR.HH Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 75. Consumer Insight Enemies 11 Taking consumer comments literally Taking consumer comments literally 22 Thinking you “know everything” about consumers Thinking you “know everything” about consumers Great amount of Information that really you don´t Great amount of Information that really you don´t 33 need need 44 Being worried only in consumer purchase intention Being worried only in consumer purchase intention 55 Not considering market research recommendations Not considering market research recommendations Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 76. The role of Consumer-Based Research  Marketing use consumer research to get inside the target’s heads, hearts, and lives.  The key to effective advertising is a powerful consumer insight.  The main goal is to bring all the info together; and synthesizers who express what it all means in one simple statement. Fuente: Moriarty (2009). Strategic Planning. Part 2: Principle: Strategy is Creative, Too. Prentice Hall Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 77. Consumer Insight Challenge 1 2 3 Verify that the Translate the business information flow is Translate the research needs in effective research consistent with designed results in actionable solutions (specific objectives and expected insights and market research goals and results strategies for the company methodologies). Market Research Market Research Market Research Design Process Results + Consumer Insights! Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 78. Consumer Insight Development MR clients looking for MR reframed as Consumer Emphasis on quantitative differentiation beyond the Insight – creating tomorrow – survey methods (forecasting) rational – rise of Qualitative leading edge consumers – MR – eclectic methodologies 1970´s 1980´s 1990´s Input Output (Methodological (Problem-Solving Orientation) orientation) Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 79. Consumer Insight Main Techniques Desk Desk Quantitative Quantitative Qualitative Qualitative ‘Insight’ ‘Insight’ Research Research Methods Methods Methods Methods Methods Methods •Literature reviews •Surveys •Groups/depths •Intuition •Libraries •Trackers •Needs •Brainstorming •On-line searches •Monitors •Perceptions •Mixed methods •Demand analyses •Product tests •Attitudes •Projective techniques •Competitor analysis •Segmentation •Emotions and •Ethnography •Retail Audit Feelings •Visual anthropology •Household Panel •Participant •U&A studies observation •What? •How? •Creation Labs •Why? •How much? •How many? •Where to? •When? •Innovation/ Creation •The future Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 80. 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)? WHEN? WHERE? Is the brand associated with a Where does the consumer choose particular time/occasion? (or not choose) the brand? How do consumers feel if they Where might consumers consider have to wait to get the brand? or use the brand? Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 81. Consumer Insight: the Fuel of Big Ideas  Account planners look at advertising as an “insight factory” instead of an “idea factory.”  Consumer insights provide fuel for the big ideas.  Account planners use strategic and critical thinking to interpret consumer research to find relevant consumer insights that explain why consumers will care about a brand message. Fuente: Moriarty (2009). Strategic Planning. Part 2: Principle: Strategy is Creative, Too. Prentice Hall Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 82. Consumer Insights - Unlock the mind of the consumer is a consulting firm specializing in insights generation for marketing innovation Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 83. Thanks! Do you believe in consumer insights? Start looking where others don’t look to find what others cant find! Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 84. MBA 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, with consumer psychology specialization. Pontificia Universidad Católica del Perú.  Advertising Sciences Specialist, Peruvian Advertising Institute  Founder & Director of Consumer Insights – Desnudando la mente del consumidor Consumer Insights Consultancy & Research (2008-today).  Consumer Insights Manager Perú & Western Andean Region (Perú, Ecuador y Colombia) within KRAFT FOODS (2005-2007), in charge of beverages, chocolates, snacks and desserts categories.  Senior Market Research Director at Arellano Investigación de Marketing (1999-2005), in charge of 3M, Pepsico, Alicorp, Maquinarias, AVON, Megaplaza, etc.  Market Research Analyst in Investigadores y Consultores en Mercadeo ICOM (I996- 1998) & Market Research Assistant en IMASEN (1995-1996).  Professor of postgraduate course “Consumer Insights & new product development” & International Marketing Master. Universidad ESAN (Lima-Perú).  Professor of Consumer Psychology & Market Research in Pontificia Universidad Católica del Perú University. Psychology Department (Lima-Perú).  Owner of Consumer Psychology dedicated blog: www.consumer-insights.blogspot.com Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com
  • 85. Consumer Insights – Desnudando la mente del consumidor Calle Madrid 455 Int 302 Miraflores Lima 18 – Perú Teléfono (511) 447-2916 Celular (511) 9-9346-5242 Nextel 99406*6529 info@consumer-insights.com.pe www.consumer-insights.com.pe www.consumer-insights.blogspot.com Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com