Aspect of all you knowabout the consumer:how brand can solve a problemor create an opportunity for them
The insight is specificto the competitivesituationand to the target.Must have:TensionInspirationBelievabilityPower
Key Insight‘I wish to get marriedto a handsome prince’
Key Insight‘Fragrance of my current talc does not last longand I miss opportunities to enjoy life’
Key insight: The processObtaining information about what people thinkand doBuilding understanding about why they do itAchieving insight into what the business can doto satisfy their needs & wants in new waysTaking action to deliver these solutions in themarket
How to get an insight?What role does category play in consumer’s lives? How can the brand improve someone ’s life?What paradoxes of conflicting needs do peopleface? What opportunities are they looking for?When and why is it important for product to work? Who will notice?What is the standard of excellence in thecategory? Who do consumers envy?
Keep asking ‘why’to find the real needbehind an obviousinsight
Keep sentences as;Fact......but.....because.....definition of a need.
Fact......but.....because.....definition of a need.1- ben bir anneyim ama bir genç bir kadınım da ç ü anne nküolunca insan kendine zaman ayıramıyor bu yü zden pratik birşekilde bakımlı ve gü hissetmek istiyorum. zel2- her gü otobü işe giderim ama hep taptazeyimdir ç ü ç ok n sle nkükalabalık ve terleten bir ortam bu yüzden terlememeye ihtiyacımvar.3- işimde kendimi gö stermek istiyorum ama ü stlerimle konuşacakkonu bulmakta zorlanıyorum ç ü işte yeniyim, gü k konuları nkü nlü stü ğayakü ö renebilmeyi isterdim.
because if onFact t bu ly….“Bazen ofise makyajsız giderim ama rahat edememçünküpatronum beni hasta veya güç süz zannedebilir;ke ş ke sabahları makyaj yapmak daha kolay olsaydı.”
5T Insight Model TRUE AND ALMOST UNIVERSAL TO TARGET TACIT NOT OBVIOUS TO EVERYONE CORE TOUCHES THE HEART FOR EMOTIONAL INSIGHT CONNECTIONS TENSION INVOLVED TRIGGERS ACTION
Principles for SuccessfulInsight Development1. Begin with the end in mind2. Insights are target specific3. Insights flow from in-depth, relevant consumer/shopper knowledge4. Insights are built on holistic understanding5. People who need to act on insights need to be involved in creation of insights6. Big ideas start small – identify seed ideas7. Getting to powerful insights takes hard work AND knowledge8. Powerful insights create powerful reactions: You know it when you’ve got it!9. You may not be 100% right the first time10. Powerful insights have a long shelf life!
5T Insight Model TOUCHES THE TENSION TRUE TACIT TRIGGER HEART INVOLVED• Tends to be • Becomes • Makes you • Consumers are • You knowuniversal as it is obvious when stop & reflect on human beings immediatelylinked to human you say it but yourself puts a with a multitude what you can donature /behavior/ was not smile on your of values, with it (tobeliefs (hindsight) face needs, beliefs leverage your and behaviors brand value and• Although you • You can •“You obviously that are not drive purchases)can find local immediately understand me” alwaysexpressions of relate/sounds consistent.an universal familiar (insight) •“That’s true, Iinsight never thought • Great insights • Then opens about it that bring consumer new directions way” paradoxes into (foresight) the open and •“That is sooo resolve them. true”
İ ç görü 5G Testi! de Gerç ek Gizli Gö l ok ş ayan nü Gerilim yaratan Gaza getiren“Bazen ofise makyajsız giderim ama rahat edememçünküpatronum beni hasta veya güç süz zannedebilir;ke ş ke sabahları makyaj yapmak daha kolay olsaydı.”
İ ç görü n G Noktas ı ! nüEfsanevi “Got Milk” Kampanyası Gerç ekSon derece gü lü net bir ç , Gizliiç gö ye dayanır: rü Gö l ok ş ayan nüİnsanlar dolapta sü n bittiğini, tü Gerilim yaratantam ihtiyaç duyana kadar Gaza getirenfarketmiyorlar.
İ ç görü n G Noktas ı ! nüOmo “Kirlenmek Güzeldir” Gerç ek Gizli“I always warn my child to be careful notto dirt his clothes because washing Gö l ok ş ayan nülaundry is tiring task which takes a lot effort Gerilim yaratanand time but I feel guilty because I feel like Gaza getirenI’m limiting my child’s freedom which isimportant for his/her healthy growth.”
İ ç görü n G Noktas ı ! nüING Gerç ek“I don’t prefer to work with international Gizlibanks because I feel like I’m betraying my Gö l ok ş ayan nücountry by giving away national resourcesbut I want to invest money in the best way Gerilim yaratansince it represents years of hard work.” Gaza getiren