Consumer Insight

1. What is insight ?

2. We divide that term into 2 parts
The deep SECRET about our EMOTION
through MOTIVATIONS & PAIN POINTS
The Intrinsic Part
beneath the surface
The outside of hidden things that see
through our BEHAVIOR, ATTITUDE & HABIT
“in” “sight”
The Surface trail of
these hidden Parts

3. In short,
what’s Insight?
An Inside Out Understanding about consumers, based on
their behavior, beliefs or desires, that gain the clues to
provide the hook to drive the brand and the business
Deep truth about
consumers
Opportunities for
brands

4. 1
What we read?
2
What we see?
3
What we sense?
4
What we feel?
Fact & Data
Observation
Consumer voice
Emotional Zone
Journey of Insight?

5. How many ultimate types of Insights?
Insightfrom
CREATIVE TEAM
Insightfrom
RESEARCH
Insightfrom
BRANDTEAM

6. 1-INSIGHT FROM
RESEARCH
Concluded from WHAT WE SEE
Included consumer trends, reactions, engagement, product testing, ads testing, focus
group, in-depth interviews or observational research.

7. VINACAFE CASE STUDY
CAMPAIGN “THE CUP OF LOVE”

8. VINACAFE CASE STUDY
Target audience: both young adults and old people
Background: Through FGD Research with 2 groups of young adults in Hanoi and
HCM, Nielsen found out a source of young adult insights in Tet
Sight: Hard to say I love you to Parents
Insight: They do love their parents but find it awkward to put that love
into words. They don’t know that the most valued present that
parents want from them is that expression of love
Tet Campaign: Yêu thương thành lời – Cup of Love

9. INSIGHT FROM
BRAND TEAM
It is concluded from what we read,
from analyzing data, results & tracking studies to explaining them
The insights from brand team can support the level of a whole brand, a business communication, or an advertising campaign
This type of insight has several differences from other types:
Directly address
business’ objectives
Incorporate data
from various sources
Can serve long-term
business objectives (depend)
Follow brand
team’s process

10. Target audience: Married couples
Sight: Cooking is given for granted to be a wife’s work
Insight: Many heavy house choirs, including cooking, are
appointed to be the works of a wife. Even though women
happily accept this as their effort to take care of the family,
what burdens their heart is the husband not understanding
and recognizing their selfless contribution to the family
Campaign idea: Hiểu để yêu thương (Loving is sharing)
Background: The brand team finds data that reveals
Vietnamese women spending 5 hours a day to do
houseworks, equivalent to 2,5 months in a year.

11. What is insight from
creative team?

12. Defined the brief based on brand team and
research team. Analyzing the business and
customer behavior (Problem, Experience, RTB, Need,
Want) to clarify the insightful of them.
Get the Big Idea for campaign and find the way
the deliver the key message to customer.
Adverting idea -> Communication idea -> Execution
Idea)
Analyzing insight from
customer behavior
Pick-out key moment
Deliver message

13. Target Audience: over 18 years
Background: “Reach Further” - to express a
desire to reach the success of passengers and
VNA itself on every flight
Insight: I want to get new experience but I don’t
know why I have to do that.
Execution: catch moment of young people about
the lifestyle, live experience. Open your mind to
get new journey to know more about the world
CHANGE WITH THE WORLD. WILL YOU? TVCS