The document discusses finding consumer insights through observation and analysis. It provides an example of observing young people wearing the same gear as their sporting heroes in order to tap into their energy and support their own self-belief. The document also gives an example of observing kids getting dirty clothes from playing and asking why questions to uncover the insight that dirt represents valuable life experiences for children and freedom to learn through play.

1. Assignment
for Attendance

2. A NEED is a consumer’s desire for a product’s or service’s benefit,
whether that be functional oe emotional
AN INSIGHT is the penetrating understanding of consumers which
provides hooks or clues that lead us towards new brand building
opportunities
BUT WE MUST
Seeing below the surface
Seeing inside the consumer

3. CONSUMER NEED
Young people often wear the same gear as their
sporting heroes
CONSUMER INSIGHT FOR BRAND
Young people admire the talent and self-
belief of sporting heroes.
Wearing the same gear is a way of tapping
into their energy and supporting their own
self belief

4. Keep asking
 Why?
 Why is that important?
 Which means….?
 So what?
HOW TO FIND CONSUMER INSIGHT?
OBSORB
Knowledge
ANALYZE
Fact
UNLOCK
Insight
GATHER
Information Observation

5. OBSERVATION
• Kids are very active so kids clothes get dirty
WHY?
• They can’t help it when they are playing
WHY?
• They are thinking about their games with their friends not their clothes
WHY IS THAT IMPORTANT?
• By playing they are building friendships and learning new things
WHY IS THAT IMPORTANT?
• I’d rather my kids got dirty and learned something than were clean and didn’t!
CONSUMER INSIGHT
Dirt is experience, dirt is good.
It’s only when you’re free to get dirty that you truly experience life

6. THANK YOU