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www.consumer-insights.com.pe
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
Rexona is a friend for                                   teenager girls who                               have their perso...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
Careers success depends on                                the talent to get on early -                                   y...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
Skills and experience can be                               substituted with sexy showy                                    ...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
Men want to show who’s the                                 boss, they ready for the                                 battle...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
People simply need to                                  demonstrate their                                 brand new treasur...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
Premium car brands talk                                 and compete one with                                 another just ...
Consumer   Cultural    Future                               Product    Brand      Market                               Pur...
You want to give up                                everything to dismiss from                                office and en...
TASK
TASK        BIG PICTUREBRAND    PATHWAY      PEOPLE          INSIGHTS
TASK                      BIG PICTUREUnderstand    BRAND    PATHWAY      PEOPLE  influence             INSIGHTS
TASK                      BIG PICTUREUnderstand    BRAND    PATHWAY      PEOPLE  influence             INSIGHTS           ...
TASK                      BIG PICTUREUnderstand    BRAND    PATHWAY      PEOPLE  influence             INSIGHTS           ...
TASK                      BIG PICTUREUnderstand    BRAND    PATHWAY       PEOPLE  influence             INSIGHTS          ...
TASK                      BIG PICTUREUnderstand    BRAND    PATHWAY       PEOPLE  influence             INSIGHTS          ...
TASK                         BIG PICTUREUnderstand    BRAND       PATHWAY       PEOPLE  influence                INSIGHTS ...
TASK                         BIG PICTUREUnderstand    BRAND       PATHWAY       PEOPLE  influence                INSIGHTS ...
TASK                         BIG PICTUREUnderstand    BRAND       PATHWAY       PEOPLE  influence                INSIGHTS ...
BIG PICTUREBRAND    PATHWAY         INSIGHTS                      PEOPLE
ENVIRONMENT   Competitors: what are saying, are acting    Look beyond your direct competitors           BIG PICTUREBRAND  ...
ENVIRONMENT   Competitors: what are saying, are acting    Look beyond your direct competitors           BIG PICTUREBRAND  ...
ENVIRONMENT                 Competitors: what are saying, are acting                   Look beyond your direct competitors...
INFORMATION OBSERVATION
INFORMATION OBSERVATION      FACTS
INFORMATION OBSERVATION      FACTS    KNOWLEDGE
INFORMATION OBSERVATION      FACTS    KNOWLEDGE  UNDERSTANDING     INSIGHT
53 /
INFORMATION OBSERVATION      FACTS    KNOWLEDGE  UNDERSTANDING     INSIGHT     STRATEGY
TASK                            BIG PICTUREUnderstanding    influence                BRAND        PATHWAY         PEOPLE  ...
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CHEVROLET CAPTIVA                                                                   Takes you to a                        ...
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
What is consumer insight in advertising?
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What is consumer insight in advertising?

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Presentation is nominated at Brilliant Presentation Awards 2013. In this slideshow I brought together to the logical inspiring story the most of approaches towards insight phenomenon in advertising. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.

Published in: Marketing, Self Improvement

What is consumer insight in advertising?

  1. 1. | |
  2. 2. www.consumer-insights.com.pe
  3. 3. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  4. 4. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  5. 5. Rexona is a friend for teenager girls who have their personal hidden fears. They are afraid of other things in comparison with elder womenwww.consumer-insights.com.pe
  6. 6. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  7. 7. Careers success depends on the talent to get on early - you should start fast. Economist magazine is not just for mature business experts and guruwww.consumer-insights.com.pe
  8. 8. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  9. 9. Skills and experience can be substituted with sexy showy “forms” because it is powerful driver to succeed in business career among menwww.consumer-insights.com.pe
  10. 10. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  11. 11. Men want to show who’s the boss, they ready for the battle. All they need is… Enemy to beat even in the bathroomwww.consumer-insights.com.pe
  12. 12. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  13. 13. People simply need to demonstrate their brand new treasures. They what to boast and share their successful life’s partwww.consumer-insights.com.pe
  14. 14. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  15. 15. Premium car brands talk and compete one with another just like their owners do. They simply tell everybody who is the coolest tough guywww.consumer-insights.com.pe
  16. 16. Consumer Cultural Future Product Brand Market Purchase Usage Categorywww.consumer-insights.com.pe
  17. 17. You want to give up everything to dismiss from office and enjoy complete freedom! But since you do not want to give up what you can buy for the earned money – you are “jobbing”www.consumer-insights.com.pe
  18. 18. TASK
  19. 19. TASK BIG PICTUREBRAND PATHWAY PEOPLE INSIGHTS
  20. 20. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS
  21. 21. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM IDEAS
  22. 22. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence
  23. 23. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence CHANNELS APERTURES COMPOSITION
  24. 24. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION
  25. 25. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION PLAN NEGOTIATIONS IMPLEMENTATION
  26. 26. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION PLAN Deliver NEGOTIATIONS IMPLEMENTATION influence
  27. 27. TASK BIG PICTUREUnderstand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION PLAN Deliver NEGOTIATIONS IMPLEMENTATION influence MEASURE
  28. 28. BIG PICTUREBRAND PATHWAY INSIGHTS PEOPLE
  29. 29. ENVIRONMENT Competitors: what are saying, are acting Look beyond your direct competitors BIG PICTUREBRAND PATHWAY INSIGHTS PEOPLE
  30. 30. ENVIRONMENT Competitors: what are saying, are acting Look beyond your direct competitors BIG PICTUREBRAND PATHWAY INSIGHTS PEOPLE EXPECTATIONS TG claims, mindsets, behaviour, touch points
  31. 31. ENVIRONMENT Competitors: what are saying, are acting Look beyond your direct competitors BIG PICTUREBRAND PATHWAY INSIGHTS PEOPLE POTENTIALITIES EXPECTATIONSKnow brand values/ essence TG claims, mindsets, behaviour, touch points
  32. 32. INFORMATION OBSERVATION
  33. 33. INFORMATION OBSERVATION FACTS
  34. 34. INFORMATION OBSERVATION FACTS KNOWLEDGE
  35. 35. INFORMATION OBSERVATION FACTS KNOWLEDGE UNDERSTANDING INSIGHT
  36. 36. 53 /
  37. 37. INFORMATION OBSERVATION FACTS KNOWLEDGE UNDERSTANDING INSIGHT STRATEGY
  38. 38. TASK BIG PICTUREUnderstanding influence BRAND PATHWAY PEOPLE INSIGHTS STRATEGIC PLATFORM Designing IDEAS influence Creating CHANNELS APERTURES influence COMPOSITION Delivering PLAN NEGOTIATIONS IMPLEMENTATION influence MEASURE
  39. 39. | |
  40. 40. CHEVROLET CAPTIVA Takes you to a better place Recreation redefined Urban Proof TOYOTA RAV4 NISSAN QASHQAI Wild if you SUZUKI GRAND VITARA want HONDA CRV Adventures in Live large the City drive small FORD KUGA Renault inside RENAULT KOLEOS DesignSource: Harvester & Extreme

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