Young Marketer assignment.

1. CONSUMER INSIGHT PART 1
I – WHAT IS AN INSIGHT + EXAMPLE
II – HOW TO FIND AN INSIGHT + EXAMPLE
Name: Nguyễn Huỳnh Chí Hiếu. SĐT: 0122 360 2522
Email : hieunguyen.nhch@gmail.com

2. INSIGHT
a penetrating understanding which provides hooks or clues
that lead to brand building opportunities.
GOOD INSIGHT Reality/relevant/ resonate/reaction
INSIGHT = IN + SIGHT
IN = reason/cause: Psychology aspects
Invisible things come into consumer’s mind:
motivation, attitude, belief, emotion
SIGHT = outcome/result: Behavior aspects
Visible things that consumers do or not do
(decision making ) as a result of the
psychology aspects.
Question 1: What is an insight?

3. Question 1: What is an insight?
EXAMPLE “My son can easily get dirty when he plays. However, if I don’t let
my child get muddy, he can not develop freely and discover life. I
wonder whether dirt is good in some aspects”
OMO: Dirt is good
Children getting dirty makes parents
think that dirt is not good.
To protect them, they do not allow
their children to play outside.
When they change their mind, they
understand that dirt is good in some
aspects.
They let their children get dirty and play
freely for development.
IN SIGHT

4. Question 2: HOW TO FIND AN INSIGHT
Understand your product
FIND YOUR CUSTOMER’S PROBLEM
KEEP ASKING WHAT + WHY
SUMMARIZE ALL AND CHOOSE THE
MOST POWERFUL INSIGHT
What is the emotional and functional benefit of your
product? What is the unique selling proposition of your
product? Etc…
What do they complaint about the product they are using?
Which trouble are they having? Etc…
What they said, why they said. What they did, why they did
Summarize all the information you have collected to find an insight.
However, if you come up with more than one insight, you consider
which insight will wow customer and help your business most.

5. Question 2: HOW TO FIND AN INSIGHT
PRODUCT
CUSTOMER
PROBLEM
Deodorant. USP: Keep the body
dry for long hours ( 48 hours )
When I play sports, work hard or feel under pressure, my
body produce sweat and I have body odour but shampoo
or perfume can only help me in one or two hours.
ASKING
WHAT + WHY
What they said: “ Body odour affect not only me but also people around me”
Why they said: 1 – Feeling wet makes them uncomfortable to free themselves
2 - Their friends can bear their body odour.
What they did: They keep themselves apart and they become passive victims
of their daily life.
Why they did: 1 – Activity means that their body will create more sweat and body odour
2 - They don’t want people know that they have terrible body odour
They don’t want to
lost their images in
people’ eyes.
Sweat and body
odour makes them
less confident
Product + Problem
+ Why
“ I want to be freely active. I need a product that can keep me dry
ALL DAY LONG and RECOVER MY CONFIDENCE ”
=> Rexona: 48h dry protection. It won’t let you down.
INSIGHT