Uploaded byBayo (Olubayo) Adekanmbi CM(SA)
Seeing Things The Consumers Way
1) The document summarizes a seminar on seeing things from the consumer's perspective. It discusses how consumers have become more informed, active, and connected. 2) A key insight is that consumers define brands through their perceptions, experiences, beliefs, and feelings. Researching consumer needs alone is not enough; one must understand unconscious motivations as well. 3) The document uses the Dove "Real Beauty" campaign as an example of developing an effective campaign based on consumer insight. The insight was that most women do not consider themselves beautiful, and the brand message was that real beauty comes from within.
