UNDERSTANDING, WRITING, VALIDATING, USING CONSUMER INSIGHTS A visual guide to all of the above and especially to the definition and the structure of an insight, best practices in writing (e.g. dos and donts) and how to validate them and use them ---->>>> PDF Version Available for download at the following URL: http://www.amati-associates.com/free-reports/ In the "Free Download" Tab

1. UNDERSTANDING, WRITING,
VALIDATING, USING
CONSUMER
INSIGHTS

2. UNDERSTANDING, WRITING,
VALIDATING, USING
CONSUMER
INSIGHTS

3. What’s an Insight?
AMATI
& Associates

4. What’s a Consumer Insight?
It’s discovered knowledge about consumers’
desires and dilemmas, which:
1) Builds a brand connection
2) Delivers on both functional and emotional
dimensions
3) Triggers cognitive empathy

5. UNDERSTANDING, WRITING,
VALIDATING, USING
CONSUMER
INSIGHTS

6. A Consumer Insight has
3 components
1) Actual
Consumer
Belief
2) Driver 3) End-state
The declination of
the desire and or
need
Reason why ACB is
important
The ‘wish’
AMATI
& Associates

7. A Consumer Insight
1) Actual
Consumer
Belief
2) Driver
3) End-state
When I am on a business trip abroad, it is very expensive to
keep in touch with my family
As a matter of fact the roaming costs, and the hotel
telephone rates make it very expensive for me to talk to my
beloved ones, when I am abroad
I wish there was a way to talk to my family in a cost effective
way
AMATI
& Associates

8. Writing an insight: Dos
Balance the functional and emotional components

9. Writing an insight: Dos
Think about the desired end state

10. Writing an insight: Dos
Is it a dilemma or a desire?
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& Associates

11. Writing an insight: Dos
Be consistent across the three components of the insight
AMATI
& Associates

12. Writing an insight: Dos
Choose your words, mind the little nuances
AMATI
& Associates

13. Writing an insight: Dos
Read it out loud
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& Associates

14. Writing an insight: Donts
Take it personally, keep the distance from the consumer
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& Associates

15. Writing an insight: Donts
Go negative

16. Writing an insight: Donts
Overload it, by condensing multiple insights into one

17. UNDERSTANDING, WRITING,
VALIDATING, USING
CONSUMER
INSIGHTS

18. Why Validating?
To ensure it resonates with and is relevant to consumers
AMATI
& Associates

19. Why Validating?
Because not all consumers think and feel the same
AMATI
& Associates

20. Validating: How
Co-creation Labs
can be used to generate
validate,
refine,
improve
and build upon
insights

21. UNDERSTANDING, WRITING,
VALIDATING, USING
CONSUMER
INSIGHTS

22. Using an insight
Using an insight implies moving from the insight to product and brand, not viceversa
AMATI
& Associates
Insight Platform
Insight Insight Insight Insight Insight InsightInsight
Product
Idea
Brand
Positioning

23. Caveat: don’t confuse technological push with
an insight-driven innovation
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& Associates
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24. AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
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