and the Importance of
consumer insights
Planning
Presented by Karen Saba

What do you think planners do?

Agency Structure
Picture Credit GriffinFarley http://www.slideshare.net/griffinfarley/strategic-planning-in-advertising-2002276

One half creative and the other business
Planners are
2 people in 1!
Picture Credit CutenessAreej http://www.flickr.com/photos/cutenessareej

We are at
the crossroads of:
Societal Trends
ConsumerKnowledge
Brand Strategy

A research expert
A strategic creative mind
A creative gatekeeper
A trend analyst
A brand guardian
Our Key Roles
In the Agency

Creative Planners
The Anthropologists
The Critical Thinkers
The Observational Planners
By the Numbers Planners
The Jack of all
Trades
Differenttypesof
planners
Credit: http://www.accountplanningblog.com/2012/02/6-types-of-account-planners.html

AT THE CORE
OF EVERYTHING
WE DO IS …

THE
INSIGHT

“At the heart of an effective
creative philosophy is the
belief that nothing is so
powerful as an insight into
human nature, what
compulsions drive a man,
what instincts dominate his
action, even though
his language so often
camouflages what really
motivates him.”
BILL BERNBACH

A fundamental truth
about human emotions / behaviour,
which can be leveraged to build a
brand
What is an Insight?

People don't want
quarter-inch drills.
They want quarter
inch holes.

A CONSUMER INSIGHT
IS NOT

Mothers are tired after a long day of taking care of the baby
AN
OBSERVATION

80% of mothers buy baby care products from the pharmacy
A
STATISTIC

Observations
record what people do or say
Insights
answer the question ‘Why?’

A good Insight
Has a clear tension in it
Is an unmet need
Is explanatory and not descriptive
Is not what a consumer does but what
drives them to do it
Creates a reason for the brand to play a
role in your life
Answers the question “Why?” not “What?”

INSIGHT
OBSERVATION
Women are
looking for
healthier
snacking
alternatives
These are women
who love to snack
but every time
they indulge in
something they
love, they feel
guilty about it

The average first time mom in KSA is 21
Women are twice as more likely to
consume healthy food as men are
A woman’s skin is a reflection of how
she feels inside and out, when her skin
feels good, she feels more social and
outgoing
Women shop more than men
80% of the UAE population are Expats
Find the
insight

The average first time mom in KSA is 21
Women are twice as more likely to
consume healthy food as men are
A woman’s skin is a reflection of how
she feels inside and out, when her skin
feels good, she feels more social and
outgoing
Women shop more than men
80% of the UAE population are Expats
Find the
insight

Different types of
insightsBRANDPRODUCT
CULTURALCONSUMER
…and then some

The unique 'ritual' of preparing
(119.5 seconds) and serving Guinness
means drinkers have to wait with a
growing sense of anticipation for the
perfect pint. This anticipation and its
attendant emotions of suspense
magnifies the reward of the first sip.
Brand Insight - Guinness

A mother, or grandmother will always
see her children just as that, children.
Especially when it comes to food, she
wants to make sure they are well fed
and healthy. It’s also another way for
her to show her love.
Cultural Insight - Taanayel

With a great confident smile and nice,
clean teeth you can get away with a lot
more than you normally would.
Product Insight - Crest

A mother wants
reassurance that she is
caring for her baby and is
looked upon by others in
the best possible way.
Consumer Insight – J&J

Why is a great insight like a
refrigerator?

Because the moment you look into it,
a light comes on.

Brand
Positioning
Consumer
Insight
But where does the brand fit in?
It has to relieve a consumer tension. There has to be a role for the brand.
Otherwise what’s the point?

As a dieter, I can’t stand deprivation,
especially the indignity of extreme
portion control. I yearn to enjoy a regular
portion of something rewarding.
Sugar-free Jell-O satisfies you with a
full cup of sweet, cool dessert for only
8 calories.
Early in life, the first car of my dreams
was a Jaguar.
Jaguar “refires your desire” by
recreating your childlike sense of
wonder at its magic.
Life seems inundated with things bearing
price tags, while I care most about the
special people and experiences that give
life real meaning.
MasterCard helps you savor the
priceless relationship and experiences
in life by taking care of the things
money can buy.
Some more examples
Insight Role of Brand

One great insight is worth a
thousand good ideas
– Phil Dusenberry
“In the advertising business, a good idea
can inspire a great commercial. But a
good insight can fuel a thousand ideas, a
thousand commercials.”

You can close your eyes but you
can never close your nose.
Febreze

While you sit back and enjoy your flight, your suitcase will go through hell and back.
Samsonite

Guess the Insight

Some campaigns have no insights
They are pure entertainment / story telling or brand belief

You want to be
Be curious
Read
Question
Understand cultures and people
Criticize and Analyze
Stay up to date with everything and anything
Build your knowledge base
Become an encyclopedia of knowledge
Have passions outside of advertising
a planner?

Keep in Touch
@karensaba
www.karensaba.com
karensaba00@gmail.com
uk.linkedin.com/in/karensaba