Consumer insights

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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


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Published in: Business, Self Improvement

Consumer insights

  1. 1. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  2. 2. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  3. 3. What’s an Insight? AMATI & Associates
  4. 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. 5. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  6. 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. 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. 8. Writing an insight: Dos Balance the functional and emotional components
  9. 9. Writing an insight: Dos Think about the desired end state
  10. 10. Writing an insight: Dos Is it a dilemma or a desire? AMATI & Associates
  11. 11. Writing an insight: Dos Be consistent across the three components of the insight AMATI & Associates
  12. 12. Writing an insight: Dos Choose your words, mind the little nuances AMATI & Associates
  13. 13. Writing an insight: Dos Read it out loud AMATI & Associates
  14. 14. Writing an insight: Donts Take it personally, keep the distance from the consumer AMATI & Associates
  15. 15. Writing an insight: Donts Go negative
  16. 16. Writing an insight: Donts Overload it, by condensing multiple insights into one
  17. 17. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  18. 18. Why Validating? To ensure it resonates with and is relevant to consumers AMATI & Associates
  19. 19. Why Validating? Because not all consumers think and feel the same AMATI & Associates
  20. 20. Validating: How Co-creation Labs can be used to generate validate, refine, improve and build upon insights
  21. 21. UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS
  22. 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. 23. Caveat: don’t confuse technological push with an insight-driven innovation AMATI & Associates                
  24. 24. AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 24  

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