This document outlines consumer insight activation processes and provides case studies. It discusses: 1) A 5-step consumer insight activation process: information, observation, validation, insight, and ideation/conception. 2) A Heinz ketchup case study where consumer insights about homemade ketchup led to a "Grow Your Own" campaign. 3) A Rexona antiperspirant case study where insights about confidence and dryness led to a campaign about intensity without sweat. 4) A Johnnie Walker case study where insights about progress in life led to a "Keep Walking" campaign.

1. [ASSIGNMENT 4.1]
NGUYỄN THỊ NGỌC DUNG
VĂN THIÊN QUỐC HÙNG

2. A set of creative and inspiring tools and techniques to generate superior consumers insights underlying
needs and behaviors, that drive consumer insight into ideas to growth business
Unlocks brand potential, uncovers innovation and leads to
more successful communication & consumer activation.
CONSUMER INSIGHT ACTIVATION
 Require a structural approaching
 Start with realizations of existing knowledge
 Focus on consumer. Consumers are best involved in every stage of the process
 Involve, engage to be inspired, then trigger action within the company first
Golden rules
Definition
Objectives

3. Secondary/
primary research
focused on
Brand/product
and category
Capture existing
assumptions,
crowd
interpretation
focused on
consumer
Connect the dots,
find out possible
explanations
Shape insights
Prioritize,
evaluate with
target group to
select the most
powerful insight
Sharpen and
optimize
Turn the insight
to actionable
idea and
concept then
execute
Information Observation ValidationInsight Ideation/ Conception
5 PROCESSES

4. HEINZ CASE STUDY
Heinz wants to declare their ketchup is made from exquisite, fresh, tasty and natural
tomatoes through England family women
All participants were asked to report on personal and family usage of ketchup and their
consumption moments for 3 weeks
• I prefer using safety ketchup but they still keep their natural tastes
• I want a kind of pure ketchup which mean it must be slower
…
“Moms always want to take care family in the most careful way
with fresh, tasty, nutritious foods”
“Grow your owns” – Campaign will reach to children, then encourage
mothers to accompany with their child and engage in raising tomatoes.
Background
Observation
Insights
Validation
Conception

5. Rexona offers antiperspirant solutions
Humans are one of the sweatiest living beings around. And smells is the by-product of
millions of bacteria on our skin that digest our sweat.
• I want a solution that bring smells make me be more confident during long day
activities
• I want to maintaining my body dry and odorless.
…
“I enjoy living life with intensity (but I don’t want it to make me sweat).”
Rexona won’t let you down!
Background
Observation
Insights
Validation
Conception
REXONA CASE STUDY

6. Solutions to strengthen the brand image of Johnnie Walker
People looking for alcoholic drink for relaxation while creating the identity of
accomplishment and achievement financially
• Men continually face challenges in the journey of life and
that the journey is as important as the destination
• A men is judge a success not by where he is but by where
he is going
“Men want to be seen to make progress in life.”
Johnnie Walker – inspire you to Keep walking
Task
Observation
Insights
Validation
Conception
JOHNNIE WALKER CASE STUDY