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Consumer insights

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UNDERSTANDING, WRITING, VALIDATING, USING …

UNDERSTANDING, WRITING, VALIDATING, USING
CONSUMER INSIGHTS
A visual guide to all of the above and especially to the definition and the structure of an insight, best practices in writing (e.g. dos and donts) and how to validate them and use them


---->>>> PDF Version Available for download at the following URL:
http://www.amati-associates.com/free-reports/
In the "Free Download" Tab

Published in: Business, Self Improvement

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  • 1. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  • 2. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  • 3. What’s an Insight? AMATI & Associates
  • 4. What’s a Consumer Insight? It’s discovered knowledge about consumers’ desires and dilemmas, which: 1)  Builds a brand connection 2)  Delivers on both functional and emotional dimensions 3)  Triggers cognitive empathy
  • 5. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  • 6. A Consumer Insight has 3 components 1) Actual Consumer Belief 2) Driver 3) End-state The declination of the desire and or need Reason why ACB is important The ‘wish’ AMATI & Associates
  • 7. A Consumer Insight 1) Actual Consumer Belief 2) Driver 3) End-state When I am on a business trip abroad, it is very expensive to keep in touch with my family As a matter of fact the roaming costs, and the hotel telephone rates make it very expensive for me to talk to my beloved ones, when I am abroad I wish there was a way to talk to my family in a cost effective way AMATI & Associates
  • 8. Writing an insight: Dos Balance the functional and emotional components
  • 9. Writing an insight: Dos Think about the desired end state
  • 10. Writing an insight: Dos Is it a dilemma or a desire? AMATI & Associates
  • 11. Writing an insight: Dos Be consistent across the three components of the insight AMATI & Associates
  • 12. Writing an insight: Dos Choose your words, mind the little nuances AMATI & Associates
  • 13. Writing an insight: Dos Read it out loud AMATI & Associates
  • 14. Writing an insight: Donts Take it personally, keep the distance from the consumer AMATI & Associates
  • 15. Writing an insight: Donts Go negative
  • 16. Writing an insight: Donts Overload it, by condensing multiple insights into one
  • 17. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  • 18. Why Validating? To ensure it resonates with and is relevant to consumers AMATI & Associates
  • 19. Why Validating? Because not all consumers think and feel the same AMATI & Associates
  • 20. Validating: How Co-creation Labs can be used to generate validate, refine, improve and build upon insights
  • 21. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  • 22. Using an insight Using an insight implies moving from the insight to product and brand, not viceversa AMATI & Associates Insight Platform Insight Insight Insight Insight Insight InsightInsight Product Idea Brand Positioning
  • 23. Caveat: don’t confuse technological push with an insight-driven innovation AMATI & Associates                
  • 24. AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 24