Consumer insight definition + Process

1. HUYNH TRAN TO TRINH

2. OUTLINE 2
1. CONSUMER INSIGHT DEFINITION
2. EXAMPLE
3. CONSUMER INSIGHT FINDING PROCESS & EXAMPLE

3. INSIGHT DEFINITION EXAMPLE PROCESS & EXAMPLE
INSIGHT
Underlying belief, attitude and behaviors that explain why consumers think, feel
or act in relationship with to your brand or category and provide hooks or clues
for brand building opportunities.

4. INSIGHT DEFINITION EXAMPLE PROCESS & EXAMPLE
IKEA-”The Old Lamp” Campaign- LINK
Business goal: Increase sales through consumer repurchase
Issues: While Americans overspend on "fashion" purchases such as clothes and shoes, they
still cling to a "till death do us apart” attitude with their furniture
Consumer Insight: “Every furniture in my home has the memory with me and my family.
Therefore, we do not want to replace the new one and get rid of them though they are out of
order and not performing well anymore. This is just like the feeling of guilt when you turn your
back to the old friend who accompanying with you through years.”
Advertising Message: "Many of you feel bad for this lamp. That is because you are crazy, It
has no feelings. And the new one is much better."

5. INSIGHT DEFINITION EXAMPLE PROCESS & EXAMPLE
STEP 1: Clarity of consumer insight finding purpose and target consumer
IKEA example
Business objectives: Increase sales through repurchase
Purpose of finding insight: why consumer has "till death do us apart” attitude"
while overspend on "fashion" purchases.
Target consumer: 28-45 years old, American male or female, ABC, family-
oriented…

6. INSIGHT
DEFINITION
EXAMPLE PROCESS & EXAMPLE
STEP 2: Collecting consumer’s information through many sources and
making some insight assumptions.
Sources to collect consumer information
+ Desk research, personal knowledge, experience, report, analysis about target consumer’s
belief, behavior or attitudes
+ Consumer interaction by qualitative research: individual interview, focused group, in-home
visit, mission shopping…
Example
IKEA organized focus group to ask related questions what consumers with the old and out of
order furniture and why they feel reluctant to get rid of them.
Some assumption
+ Furniture is a part of family memory, they have emotional attachment.
+ Afraid of not used money wisely t when being get rid of too soon

7. INSIGHT
DEFINITION
EXAMPLE PROCESS & EXAMPLE
STEP 3: Validating & Concepting
Validating through quantitative research
+ Concept test
+ Survey…
Example
Quantify how many people in target consumer group will agree that they has the emotional
attachment and treat furniture as a eyewitnesses of their family happy moment.
Concepting: making a statement for consumer insight.
Example:
In slide 4

8. THANK YOU!