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¿What is Consumer Insights?
Clear understanding of consumer deep & unrevealed behavior for
        marketing innovation & competitive advantage!


                                                                              A review of consumer
                                                                               insights definitions,
                                                                                 myths and truths



                                                                      MBA Cristina Quiñones
                                                          Consumer Insights Consultant & Researcher
                                                            Pontificia Universidad Católica del Perú
                                                            www.consumer-insights.blogspot.com
                                                             cristinaq@consumer-insights.com.pe



                                                                          Lima, 8th January 2008
     © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Just a brief introduction
 I am not an English spoken native. I think, feel and get in love in
 Spanish! So, this is my best attempt to communicate in another
 language.
 I prepare this deck because I consider myself a devoted and passionate
 consumer insights researcher. I have been working on the market
 research field for about 13 years, and recently in the consumer insights
 area (as Kraft Foods Consumer Insights Manager for Perú and Western
 Andean Region).
 Nowadays I am working as an independent consultant and researcher
 and found very interesting to share and promote consumer insights
 vision thorough psychology, marketing, advertising and professional
 community.
 I truly believe in insights. I think that a consumer centered organization
 fueled by consumer insights is the best solution for marketing and
 business success. Do you agree?




      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights Definition




  © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
e
                        tiv
                    pec
Insight         ers
             gp                                                                              Inspiration
           n
        ini
      Ga
                                                                Di
                                                                  sce
                                                                                                                            n
                                                                     rnm                                                 tio
                                                                                                                     pec
        Knowle                                                           en
               dge                                                                                                 s
                                                                           t
                                                                                                                tro
                                                                                                             In
             h
                                put
         rut
                           n in
       dT
   a ke               atio                            Intuition
                    ov
 N
                Inn
                                 Deep
                                      Und
                                          ersta
                                                                       ery
                                               ndin
                                                                   cov
                                                    g            s
                                                              Di
       Revelation


        © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights
 Examples of Dyed Hair

         Inspirational Insight
           – Define why the consumer uses the specific product
           – “Dye my hair makes me break with routine, modernize and
             changequot;

        Emotional Insight
           – Comments that reflect how consumers feel when using a product
           – quot;The truth is that when I dye my hair I changed my way of being. I'm more
             flirtatious and seductive, I conquered my husband!quot;

        Intensity Insight
           – Determines the degree of satisfaction with the product / brand promise
           – quot;The last time I had redhead was magical…my husband started to stare at
             me ... it's as if he had lived in a dark cave and the color red that I put
             myself served as a torch lit. quot;


Fuente: Trias, Elena (2008). La Publicidad Emocional y su presencia en el sector de Alimentación. Disponible en:
http://www.recercat.net/bitstream/2072/9132/1/TFC-TRIAS+DE+BES-2008.pdf (Consulta 04 de Diciembre 2008).



                  © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights
More examples of everyday consumption…

      “Cuando los niños destapan un yogur, por lo general pasan la
      lengua por encima de la «pestaña» o tapa metálica”
      “En las fiestas y en los matrimonios a las mujeres jóvenes les
      gusta entrar al baño en pareja para conversar y evaluar todo lo
      que está sucediendo”
      “cuando uno está comiendo cereal al desayuno por lo general
      le gusta leer lo que dice la caja”
      “algunas mujeres, cuando se miden un pantalón, salen del
      vestidor caminando en puntillas, para ver como les quedaría
      esa prenda con tacones”
      “en los aviones la gente tiende a leer mucho más de lo que lee
      habitualmente”

Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc
(Consulta 04 de Enero 2009).


               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights
More examples of everyday consumption…

               personas van a de terminados lugares precisamente
      “algunas
      porque hay una gran fila a la entrada”
      “algunas personas huelen los libros antes de comprarlos”
      “las personas caminan mucho más despacio cuando están
      mirando vitrinas”




Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc
(Consulta 04 de Enero 2009).


               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights
and its translation to advertising copy




      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights
and its translation to advertising copy




Envy BMW
     © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights
and its translation to advertising copy




Power BMW
     © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer insights                                                 “yo lo uso
                                                                   como postre,
                                                                                                         “el yogurt te
 “el yogurt me refresca el                                         a mis hijos
                                                                                                         limpia el
 estómago, me lo limpia”                                           los engrío con
                                                                                                         cutis, te
                                                                   el yogurt”
                                                                                                         mantiene el
                                                                                                         cabello
                                                                                                         saludable”
“el yogurt me
pone…me
sostiene. Si voy                                                                           “mi novia está
a almorzar tarde                                                                           embarazada y siempre
sé que voy a                                                                               llega un yogurt en la
aguantar”                                                                                  carterita porque piensa
                                                                                           que le va a hacer mejor”


“me siento ligera con el                                                                            “para mi el yogurt
yogurt…creo que no me                                                                               es un no-leche, lo
                                                  “te ayuda a
va engordar como la                                                                                 tomo porque
                                                  regularizar el
leche”                                                                                              siempre detesté la
                                                  estómago…te nutres
                                                                                                    leche
                                                  y no te embotas”
         © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: a calculated discovery

 Serendipity!!!


A inspiration moment
An AHA moment
Gaining perspective
through intuition




    © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: What do experts say?




    © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
A broad range of definitions
 I reviewed lot of information in the business setting. Most of the
 definitions you will find here are from market research
 perspective (LATAM and international) but others are derived
 from consumer goods industry.
 Despite the fact there are some differences in these definitions,
 we can find important communalities: perspective, intution,
 deep psychological understanding, consumer immersion,
 unrevealed emotions, beliefs and behaviors and actionable
 insights.
 The most important marketing gurus like Kotler and recently
 Mohanbir Sawhney express a conviction that “consumer
 insights” is the new paradigm on Marketing Sciences.




     © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
ELISAVA
Consumer Insight is a shared meaning

                                                                                                                Insights is
                                                                                                              a shared
                                                                                                              meaning that
                                                                                                              can connect
                                                                                                              consumers
                                                                                                              with brands
                                                                                                              and drives
                                                                                                              action
                                                                                                              (purchase,
                                                                                                              use,
                                                                                                              disposition,
                                                                                                              recommenda
                                                                                                              tion, buzz,
                                                                                                              etc)
Source: ELISAVA. (2000). Investigación de Mercados. Competencia. Consumidor
Master en Diseño de Identidad Corporativa Disponible en web:
http://www.elisava.net/MIC/wp-content/uploads/2007/11/investigacion-de-
mercados-alex-cabre.pdf

            © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
CADEM Research International
Consumer Insight is an inspiration for business growth

                                                                                                                 Insights that
                                                                                                               inspire are
                                                                                                               insights that
                                                                                                               come to deep
                                                                                                               thoughts and
                                                                                                               feelings of
                                                                                                               consumers.




Source: Karen Thal.
Gerente General Cadem Research
Internacional: “Energizando las marcas a
partir de los consumidores”. Mesa
Redonda sobre el valor de las marcas.
ICARE – Chile. Disponible en web:
http://www.icare.cl/eventos_anteriores_20
07/valor_de_las_marcas_2007/



             © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
MRA Services - Consumer Insight is a discovery about
the target consumers that link consumers with brands

                                                                                                               I love this
                                                                                                             definition:
                                                                                                             short,
                                                                                                             accurate &
                                                                                                             actionable.
                                                                                                               A
                                                                                                             consumer
                                                                                                             insights
                                                                                                             reveal the
                                                                                                             symbolic &
                                                                                                             emotional
                                                                                                             bond with
                                                                                                             brands.
 Source: MRA Services Disponible en web:
 http://www.mraservices.com/ext/pdf/Consumer%20Insi
 ghts%20webinar%20111708.pdf


           © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
MRA Services - Consumer Insight is a revelation that
fuels overall business strategy

                                                                                                                 Is an
                                                                                                               actionable
                                                                                                               insight, not
                                                                                                               just a piece
                                                                                                               of data or
                                                                                                               market
                                                                                                               research
                                                                                                               finding.




Source: MRA Services
Disponible en web:
http://www.mraservices.
com/ext/pdf/Consumer
%20Insights%20webina
r%20111708.pdf

          © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
MRA Services
Consumer Insights and de AHA Momentum!

                                                                                                                 A
                                                                                                               discovery
                                                                                                               arises after
                                                                                                               hard work of
                                                                                                               consumer
                                                                                                               analysis,
                                                                                                               observation,
                                                                                                               immersion &
                                                                                                               thinking)

Source: MRA
Services
Disponible en
web:
http://www.mrase
rvices.com/ext/pd
f/Consumer%20In
sights%20webina
r%20111708.pdf

           © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Nestlé – Deep understanding about consumer needs &
desires that can be translated into a cost-effective action

                                                                                                        Source: Gerencia
                                                                                                        de
                                                                                                        Comunicaciones.
                                                                                                        Nestlé Chile
                                                                                                        (2003). Te
                                                                                                        tenemos
                                                                                                        identificado!
                                                                                                        (consumer
                                                                                                        connection).
                                                                                                        Presentado en
                                                                                                        ANDA Chile.
                                                                                                        Disponible en
                                                                                                        web.
                                                                                                        www.anda.cl/pres
                                                                                                        entaciones/Prese
                                                                                                        ntacionesrelatore
                                                                                                        s%20I-
                                                                                                        Convención/Rodri
                                                                                                        goPolanco%20Ne
                                                                                                        stle.pdf..pdf




        © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Estadística Aplicada – Consumer insight is a
Revealing result about consumers and markets

                                                                                                               Revealing
                                                                                                             result about
                                                                                                             consumers
                                                                                                             and markets
                                                                                                             that arise after
                                                                                                             deep analysis,
                                                                                                             clear
                                                                                                             observation
                                                                                                             and consumer
                                                                                                             connection.


 Source: Alagón, Javier – Estadística
 Aplicada (2008). Segmentando a partir de
 los Insights. Presentado en el Congreso
 AMAI 2008: Insights Razones o
 Emociones. Ciudad de México. Setiembre
 2008.




             © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Research International
Consumer Insight Managers replace traditional researchers

                                                                                                         Because
                                                                                                         traditional
                                                                                                         research is no
                                                                                                         longer
                                                                                                         innovative!
                                                                                                         Traditional
                                                                                                         researchers are
                                                                                                         data mining guys
                                                                                                         but not real
                                                                                                         insighters.
                                                                                                         To be an
                                                                                                         insighter reason
                                                                                                         is not enough.
                                                                                                         Intuition,
                                                                                                         psychological
                                                                                                         observation and
                                                                                                         creativity are
                                                                                                         required!
                                           Source: Research International (2008).
                                           Turning Insights into Commercial Success.
                                           Presentado por Julian Bond en el Congreso
                                           AMAI 2008: Insights Razones o Emociones.
                                           Ciudad de México. Setiembre 2008.


       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Research International
Consumer Insights fuel concept development

                                                                                                              Real
                                                                                                            innovation is
                                                                                                            result from a
                                                                                                            reveal need,
                                                                                                            motivation,
                                                                                                            feeling or belief
                                                                                                            that is strong
                                                                                                            and powerful
                                                                                                            enough to
                                                                                                            connect a
                                                                                                            specific
                                                                                                            targeted
                                                                                                            consumer with
                                                                                                            a brand.
                                                                                                             It requires
                                                                                                            deep
Source: Research                                                                                            psychological
International                                                                                               understanding
(2008). Op. Cit.




          © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Research International
Consumer Insights a basis for ideation

                                                                                                              Innovation
                                                                                                             arises from
                                                                                                             mixture of
                                                                                                             ideas
                                                                                                             (consumer
                                                                                                             insights).
                                                                                                              To assure
                                                                                                             enough and
                                                                                                             brilliant ideas
                                                                                                             arise a
                                                                                                             researcher
                                                                                                             should use
                                                                                                             projective
                                                                                                             techniques,
                                                                                                             deep
Source: Research International (2008).
                                                                                                             observation &
Turning Insights into Commercial Success.
                                                                                                             consumer
Presentado por Julian Bond en el Congreso
AMAI 2008: Insights Razones o Emociones.
                                                                                                             immersion.
Ciudad de México. Setiembre 2008.



               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
DVL – Consumer Insights replace Market Research:
Intuition (Eureka Moments) + Reason (deep understanding)

                                                                                                   Source: DVL Smith
                                                                                                   Group (2008). The
                                                                                                   journey from
                                                                                                   market research to
                                                                                                   evidence based
                                                                                                   business
                                                                                                   consultancy.
                                                                                                   Presentado en el
                                                                                                   Congreso de
                                                                                                   Consumer Insights
                                                                                                   del AMAI- México.




       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
NODO – Consumer Insights are part of:
overall strategy & innovation processes

                                                                                                               Insights should
                                                                                                             be framed into
                                                                                                             overall strategy,
                                                                                                             otherwise, they
                                                                                                             are non-sense.
                                                                                                              Insights are not
                                                                                                             random ideas,
                                                                                                             they result from
                                                                                                             a strict
                                                                                                             compromise
                                                                                                             with innovation
                                                                                                             processes.
                                                                                                              Insights are not
                                                                                                             just good
                                                                                                             vehicles for
                                                                                                             advertising
                                                                                                             persuasiveness,
                                                                                                             they contribute
                                                                                                             to enhance
                                                                                                             brand equity.
Source: NODO Investigación Estrategia. Presentado en el Congreso AMAI 2008:
Insights Echando una mirada al Futuro. Ciudad de México. Disponible en web

           © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
NODO – Consumer Insights arises from:
dedicated research & marketing strategy review

                                                                                                          To discover
                                                                                                        actionable
                                                                                                        insights, a
                                                                                                        researcher
                                                                                                        must realize a
                                                                                                        detailed
                                                                                                        analysis of
                                                                                                         consumer
                                                                                                        habitat
                                                                                                         consumer
                                                                                                        trends
                                                                                                         innovation
                                                                                                        processes
                                                                                                         new tech
                                                                                                         category
                                                                                                        perception
                                                                                                         brand strategy
                                                                         Source: NODO
                                                                                                         marketing mix
                                                                         Investigación
                                                                         Estrategia.
                                                                                                           http://www.nodo-research.com
                                                                         IDEM.

      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Nielsen – In search of consumer insights:
A discovery, a mindset, an innovation basis




                                                                               Source: NIELSEN (2008). De los
                                                                               Insights a la Acción.
                                                                               Presentado en Congreso AMAI
                                                                               2008. Insights: Razones o
                                                                               Emociones. Ciudad de México.
                                                                               Disponible en web




      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Nielsen - The Power of Insights:
How to find them fast, and make them work for you




Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Available in web:
http://www.nielsenanswers.com/news-events/white-papers

             © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights:
Specific, timely, relevant, critical and actionable

      Insights work similar to headlights; they illuminate the path
      ahead to reduce the risk of potential hazards.
      The more visibility I have, the faster I can go.
      With increased insights I will be able to make faster decisions
      while navigating my business.
      Insights let companies plan effectively, and facilitate business
      decisions that help grow profit, volume, and share.
      True insights address not only the “what” of business
      performance, but also “why” it’s performing the way it is, and
      “how” one might influence that performance.
      To provide real value, an insight must reflect five key elements:
      Specific, Timely, Relevant, Critical and Actionable
Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Disponible en web:
http://www.nielsenanswers.com/news-events/white-papers


               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight: emotional advertising




Source: Punto Escena / http://www.puntoescena.com/marketing-emocional-insights-del-consumidor

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
SIMON Law
 Insight is the capacity to gain an accurate understanding

                                                                                               Two concepts are
                                                                                               very important
                                                                                               here:
                                                                                                 – Accurate
                                                                                                 – Intuitive




Source: Simon Ayrton (2008). The Insights Presentation. Disponible en web: http://www.simon-
law.com/archives/113 (DHead of Planning at TBWALondon )


            © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Source: Simon Ayrton (2008). IBID.

            © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: Latent & unconscious need

     “Una información que revela algo nuevo, que descubre algo
     oculto respecto a las marcas y consumidores”
     “Un tipo de descubrimiento, que nace de aplicar metodologías
     específicas e intuición”.
     “La intuición, en este juego, tiene que ver con la idea de que no
     basta con el pensamiento racional, lineal, para descubrir algo
     nuevo, sino que se requiere escuchar al cuerpo, sus
     sensaciones y emociones, en busca de un sentido más
     profundo”.
     “El descubrimiento de un insight equiere una mentalidad
     diferente, quot;out of the boxquot;, es decir, un modo de pensar y hacer
     las cosas no convencional”.
     “Un insight para ser realmente accionable requiere del
     compromiso de la organización”

From: Insights Qualitativos 2.0 “Insights: La búsqueda de lo latente” /
http://www.insights-qualitativos.com/2008/03/insight-la-bsqueda-de-lo-latente.html


              © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: Subjetive & personal
content about a brand and its consumer

     “En el ámbito publicitario designa cualquier verdad sobre el
     consumidor cuya inclusión en un mensaje publicitario hace que éste
     gane en notoriedad, veracidad, relevancia y persuasión a ojos de dicho
     consumidor”.
     Leo Burnett:
        “Los insights del consumidor son las percepciones, imágenes,
        experiencias y verdades subjetivas que el consumidor tiene
        asociadas con un tipo de producto, con una marca en concreto o
        con su situación de consumo”.
        “Son una mezcla de componentes racionales e inconscientes,
        reales e imaginados, vividos y proyectados, que suelen estar
        fuertemente enraizados en los componentes afectivos del
        consumidor”.


From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf


              © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights:
An emotional marketing perspective

     “La seducción y las emociones están estrechamente ligadas a
     la hora de crear productos nuevos con éxito.
     …de hecho, asociamos cosméticos con salud y belleza;
     vacaciones con libertad y evasión, y tecnología con la
     capacidad de comunicación.
     …el campo de exploración de los sentimientos de los públicos
     supone un largo viaje, cuyo fin no es otro que lograr una
     conexión afectiva que está en consonancia con los tiempos que
     vivimos y que persigue consolidar relaciones duraderas”.




From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional
de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06.



              © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: Deep psychological content

      “Cuando se habla de proyecciones, se hace referencia a los
      aspectos psicológicos latentes que se desean activar a través
      de los mensajes…
      …se trata de despertar los sentimientos del consumidor con un
      producto o marca, por lo que es básico conocer qué elementos
      internos se pueden estimular para lograr una actitud adecuada
      que se traslade a la marca.
      …para encontrar insights debemos conocer cómo se relaciona
      el consumidor con el producto, qué le ofrece, cuándo y para qué
      lo utiliza, etc. Por lo tanto, es fundamental conocer ampliamente
      a nuestro público objetivo para saber por qué compra, por lo
      que son fundamentales las herramientas de investigación”.


 From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf



               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: a truth, but not obvious,
understanding about consumption

      “Una observación aguda e inteligente,
      aunque no siempre obvia, de algo que le pasa
      o siente la gente cuando consume la marca”




 Source: Universidad Diego Portales. Panel de Expertos en Publicidad. http://www.udp.cl/comunicados/0606/15/escuelita.htm



               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: Reveal hidden needs, identify
positioning opportunities & guide marketing communication

    En mercadotecnia, develan necesidades y deseos.
    En comunicación, crean caminos creativos y afinan piezas.
    En branding generan oportunidades de posicionamiento.


    Es una mirada penetrante de lo obvio, que se convierte en obvio al
    momento de ser descubierto, no antes: ¡Eureka!
    Debe surgir de una investigación enfocada en el poder, no tanto en el
    saber.
    Necesita ser útil y accionable: No debe ser un conocimiento superficial,
    sino intenso. Y debe estar cimentado en el entendimiento.

    No todos los hallazgos descubiertos poseen las suficientes cualidades
    para ser un insight; lo son: Si te genera una oportunidad de negocio, si
    tiene elementos para fortalecer o reposicionar tu marca, si puedes
    hacer una comunicación más persuasiva (fondo y forma).

Source: Laura Velamazán - LEXIA Investigación Cualitativa


           © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: generate business opportunity,
reinforce brand image & foster communication persuasiveness

      Tres Características
       1. Es una mirada penetrante de lo obvio, que se convierte en obvio al
          momento de ser descubierto, no antes: ¡Eureka!
       2. Debe surgir de una investigación enfocada en el poder, no tanto en
          el saber.
       3. Necesita ser útil y accionable: No debe ser un conocimiento
          superficial, sino intenso. Y debe estar cimentado en el
          entendimiento.

      No todos los hallazgos descubiertos poseen las suficientes
      cualidades para ser un insight. Sólo son insights si:
       – Si te genera una oportunidad de negocio,
       – Si tiene elementos para fortalecer o reposicionar tu marca,
       – Si puedes hacer una comunicación más persuasiva (fondo y
         forma).


 Source: Laura Velamazán - LEXIA Investigación Cualitativa


            © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: Intuition rather than reason

     “Comprender la naturaleza interna de las cosas intuitivamente
     así como poseer un claro (y a menudo repentino) entendimiento
     de una situación compleja.
     Un Consumer Insights es el resultado del aprendizaje de la
     verdadera naturaleza de las cosas, de forma intuitiva”




Source: Laura Velamazán - LEXIA Investigación Cualitativa



              © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights:
Kotler´s new marketing perspective!! (paradigm)

   “Debemos cambiar a una perspectiva
   mucho más centrada en el cliente. La
   palabra mágica es consumer insights“

   “We need to change into a more
   consumer based (centered)
   perspective. The magic word is
   consumer insight”.
                             Phillip Kotler

From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional
de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06.



              © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights:
  a bet for the future and long-term relationship

       Kotler: quot;lo que suele echarse en falta en las empresas es el
       upstream marketing. Vayan a una empresa a preguntar quién se
       ocupa de pensar en lo que va a pasar durante los próximos tres
       años, o qué productos o servicios pueden interesar a futuros
       clientes. Nadie tiene tiempo para estos temas, todo se enfoca al
       downstream marketing.quot;

       Knutsen: “hay mucho interés en la tecnología, pero que hay que
       pensar en ella en relación con los clientes… Tenemos que
       pensar en las necesidades de los consumidores, y esta es la
       tarea más importante del marketingquot;.


                                                                          Dominan objetivos a corto plazo
Source: Marketing Directo “El viejo marketing no volverá
a funcionar”. Abril 2006.
http://www.marketingdirecto.com/noticias/noticia.php?id
                                                                     La orientación al cliente es deficiente
noticia=18341


                © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights:
psychological penetration into consumer's minds

  “Un insight es una comprensión fresca y no
  todavía obvia de las creencias, valores, hábitos,
  deseos, motivos, emociones o necesidades del
  cliente, que puede convertirse en base para una
  ventaja competitiva”

  “A consumer insight is a fresh understanding,
  but not obvious, about consumers beliefs,
  values, habits, desires, motives, emotions and
  needs, that can be translated into competitive
  advantage”
                                                        Mohanbir Sawhney



      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: The new trend




        El ultimo congreso de la asociación mexicana de agencias de
        investigación de mercado (AMAI) incluyó como tema los insights del
        consumidor. Fue realizado en el mes de Septiembre 2008

        The Last Mexican Market Research Association (AMAI) developed a
        Consumer Insights Congress (Insights: Reasons or Emotions?) in
        September 2008.

Source: AMAI / http://www.amai.org/pdfs/revista-amai/AMAI-16_art2.pdf


                © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: What is not?




 © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight: is not research
       An insight is a “revelation” - the need for something that
       changes our opinion… and that can be done in many different
       ways, but is definitely a key part of the best communications.




       Thinking about exploring and discovering, then you’re at least
       thinking bigger than research.




Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt

                © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: is not Product Insights!!
                                                                                             We talk generally
                                                                                             about insights - the
                                                                                             multitude of different
                                                                                             types that exist –
                                                                                             The fact that this list
                                                                                             may not even be
                                                                                             exhaustive and
                                                                                             definitely contains
                                                                                             some areas that
                                                                                             don’t make for
                                                                                             particularly good
                                                                                             insights.


Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt



                © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: It is not a guess
    Un Consumer Insight no se
    encuentra fácilmente como un
    diamante en una mina o una aguja en
    un pajar.
    No es producto de la suerte sino de
    la investigación!
    Su hallazgo no es gratuito, se debe a
    mucho esfuerzo conversando,
    observando e interactuando con los
    consumidores!

                   El Consumer Insights no es un golpe de suerte!
                       Requiere técnicas de análisis avanzadas

Source: LEXIA / http://lexiacualitativa.wordpress.com/2007/07/13/el-poder-de-identificar-y-presentar-insights-cualitativos/#comment-15



             © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights:
Its not deductive research, is inductive!

  “Escuchar la voz del cliente” no es suficiente para
  generar perspectivas innovadoras, debido a que con
  frecuencia los clientes no nos dicen qué desean.
  Se necesita un enfoque diferente de la investigación
  de consumo: la “investigación inductiva” que se
  diseñó para generar insights.
                                                                                             Mohanbir Swhney
                   Phd Marketing – Wharton School. University of Pennsylvania




      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: doing rather than saying

                                                                                                    The insights are
                                                                                                    related to
                                                                                                    participative
                                                                                                    inmmersion in
                                                                                                    consumer´s
                                                                                                    lives.
                                                                                                    It is not passive,
                                                                                                    indeed, it is an
                                                                                                    active attitude
                                                                                                    and behavior to
                                                                                                    really
                                                                                                    understand
                                                                                                    consumers.

Source: Design Thinking. http://peoplecentereddesign.net/wp-content/uploads/2007/08/Moggridge_ImageSpaceObject_sr.pdf

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: What do industry say?




    © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: voice of the consumer
                                            Kraft Foods: “Consumer Insight keep
                                            the Consumer at the center of the
                                            decision-making process. To be the
                                            “Voice of the Consumer”




Source: Laura Velamazán - LEXIA Investigación Cualitativa

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Role of Consumer Insight within Kraft Foods


                                                                                                     INSIGHTS
Consumer Insights Responsibilities:
  Develop a deep understanding of
  consumers’ lives and how they interact with
  our brands
  Identify opportunities to address consumer
  needs
  Guide the development of products and
  communications to consumers’
  specifications
                                                                                               INFORMATION
  Evaluate the effectiveness of what we do to
  drive continuous improvement


      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: a penetrating discovery
                                            Diageo: “Consumer Insight is a
                                            penetrating discovery about consumer
                                            motivations, applied to unlock
                                            growth”




Source: Laura Velamazán - LEXIA Investigación Cualitativa

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: something your
competitors do not know…

                                           General Mills “an insight is
                                           something you know that your
                                           competitors do not.”




Source: Laura Velamazán - LEXIA Investigación Cualitativa

              © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: getting to the heart of
why people do what they do…

                                                   Cadbury Schweppes “getting to the heart
                                                   of why people do what they do, and using
                                                   that knowledge to help us grow.”




 Source: Laura Velamazán - LEXIA Investigación Cualitativa
Source: Laura Velamazán - LEXIA Investigación Cualitativa

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: hint about target
consumers & their needs that related to brand

                                  Unilever: “aquel elemento de todo lo que
                                  conocemos sobre el target y sus
                                  necesidades sobre el cual la marca está
                                  basada.”




Source: Laura Velamazán - LEXIA Investigación Cualitativa

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: creative opportunity
                                  Reckitt Benckiser: “a consumer insight is a
                                  new, creative opportunity derived from a
                                  profound understanding of the consumer. It
                                  describes how we might add new value to
                                  consumers through brands.”




Source: Laura Velamazán - LEXIA Investigación Cualitativa

               © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: What do we think?




    © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: My favorite definition

 ”Looking where others don’t look to find what
              others can’t find”.




     © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight: Other Interesting Definitions


  “Get into the minds of consumers”
  “An understanding of consumers’ expressed and unspoken needs and
  realities”
  “Singularly focused need, desire or want”
  “Core value or central belief driving customer behavior”
  “Know what is in your consumers hearts and minds…(as well as the
  market research numbers)”
  ”New usable perspective on the relationship between a brand and its
  existing or intended consumer.”



       Facts                                Intuition
                            plus
        Facts                                Intuition




       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight: the need of deeper insights


                                                  Companies should consider consumer
                                                  insight development as crucial to product
                                                  improvement and differentiation.

                                                  Its important to understand how and why
                                                  consumers shop and make their
                                                  decisions across each shopping
                                                  occasion
    Consumer                                      Being able to succeed in business
     Insight                                      requires a superior understanding of the
                                                  consumer - not just marketing strategies.




      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight: A Consumer-focused business aproach




                                                                                     Consumer-Focused
      Product-Focused

                                                                            Emphasis on consumer needs
 Emphasis on Product
                                                                            and motivations
 Atributes
                                                                            “Consumer pull”
 “Product push”
                                                                            Focus on consumer insights
 Focus on product
 improvement
                                                                            Measured by customer
                                                                            psychographics and
 Measured by market share
                                                                            segmentation analysis
 growth and volume sales

       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
With consumer Focused Market Research

  The emotional beliefs and                                                                         Consumer
  values that consumers feel                                                                        (Emotional)
  are being addressed by our
  brand

                                                                Beliefs &
                                                                  Core
   The functional and                                            Values
   emotional benefits that our
   product/services provides
                                                              Benefits
   to the consumer


  Product features and/or
                                                           Features &
  attributes that must be
                                                           Attributes
  addressed                                                                                               Product
                                                                                                         (Rational)

        © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight Challenge


 Numbers don’t inspire creativity



  Meaning is key to understanding




  We need to know who consumers are and what they look at life


     1. Define the way they think about themselves.
     2. Look at life from their point of view.
     3. Think about the best ways to bring our products to this
        consumers.


       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight Scope


  Companies who are satisfied
  with surface insights and don’t
  use deeper consumer insights
  miss the opportunity to improve
  their results




                                Unknown
                               Consumer
                               Knowledge




       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight – Information Sources

                                                                                          Market Research Basics
   Syndicated Data: Market Audit
   Customer/Retailer Data
   Trends Reports
   Customized Research (qualitative & quantitative)
   Internal Data


   Consumer Motivation and emotional attachment to
   products (deep and hidden needs)
   Consumer Consumption Rituals and Behaviors
   (Ethnography)
   Brand imagery, positioning and personality.
   Retail new shopper: specific buying behavior
   (Observation)
   Consumer Segmentation / Typologies
   Category Mapping and New Product Development
   Consumer/Customer Decision Process
                                                                                     Market Research Opportunities
   Current media trends: type, usage, spending
      © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight Development




                                                                                    MR reframed as Consumer
                                   MR clients looking for
                                                                                   Insight – creating tomorrow –
     Emphasis on quantitative    differentiation beyond the
                                                                                     leading edge consumers –
   survey methods (forecasting) rational – rise of Qualitative
                                                                                       eclectic methodologies
                                             MR –
       1970´s                                 1980´s                                     1990´s



      Input                                                                                                 Output
 (Methodological                                                                                   (Problem-Solving
   Orientation)                                                                                       orientation)

         © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight Main Techniques


     Desk                        Quantitative                          Qualitative                           ‘Insight’
     Desk                        Quantitative                          Qualitative                            ‘Insight’
   Research                       Methods                               Methods                              Methods
   Research                        Methods                              Methods                               Methods

•Literature reviews                                                 •Groups/depths                     •Intuition
                             •Surveys
•Libraries                                                          •Needs                             •Brainstorming
                             •Trackers
•On-line searches                                                   •Perceptions                       •Mixed methods
                             •Monitors
•Demand analyses                                                    •Attitudes                         •Projective techniques
                             •Product tests
•Competitor analysis                                                •Emotions and                      •Ethnography
                             •Segmentation
                                                                    Feelings                           •Visual anthropology
                             •Retail Audit
                                                                                                       •Participant
                             •Household Panel
                                                                                                       observation
                             •U&A studies
 •What?                                                                                                •Creation Labs
                                                                    •How?
                                                                    •Why?
                             •How much?
                                                                                                       •Where to?
                             •How many?
                                                                                                       •Innovation/
                             •When?
                                                                                                       Creation
                                                                                                       •The future
           © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight – Fundamental Questions


  WHO?                                                            WHAT?
  Who is the consumer and what do                                 In what ways does the consumer
  we really know about them?                                      interact with the brand?
  Who is not the consumer of this                                 What can consumers do with the
  brand?                                                          brand (in addition to the intended
                                                                  purpose)?



                                                                      WHERE?
  WHEN?
                                                                      Where does the consumer choose
  Is the brand associated with a
                                                                      (or not choose) the brand?
  particular time/occasion?
                                                                      Where might consumers consider
  How do consumers feel if they
                                                                      or use the brand?
  have to wait to get the brand?




        © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight Challenge
 1                                          2                                             3




                                                  Verify that the
  Translate the business                                                                    Translate the research
                                               information flow is
needs in effective research                                                                   results in actionable
                                            consistent with designed
    solutions (specific                                                                       insights and market
                                            objectives and expected
    research goals and                                                                    strategies for the company
                                                     results
      methodologies).




                                                                                                     Market Research
     Market Research                               Market Research
                                                                                                    Results + Consumer
         Design                                        Process
                                                                                                         Insights!


            © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights as organizational philosophy



                               Consumer Insight Role
     Boosting business decisions that focus on consumers to
    enhance business success and organizational performance




                                                                                  Business
                                                     Consumer
                       Information
                                                                                   Impact
                                                      Insights




       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Why a Consumer Insight is a valid perspective?

   Provides comprehensive understanding, insight and inspiration
   (creativity).

   Constitute the basis for marketing innovation

   Help assess business opportunities and risks.

   Guide business decisions and ensure the long-term success.


                         Consumer Insight: Definition
  Clear understanding of consumer deep & unrevealed behavior,
    feelings and beliefs for marketing innovation & competitive
                             advantage!

        © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights: the mixture of facts and intuition


   Deep understanding of consumers hidden needs and
   unconscious motivations unconscious (did not confess)
   Central value or belief relevant to consumer that fuels
   consumption behavior and motivate purchase.
   Discover within minds and hearts of consumers.
   Penetrate consumers mind.




            Facts                                Intuition
                                 plus
             Facts                                Intuition

                    Consumer Insight


       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insight Enemies


 1   Taking consumer comments literally



 2   Thinking you “know everything” about consumers



 3   Great amount of Information that really you don´t need




 4   Being worried only in consumer purchase intention



 5   Not considering market research recommendations




        © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Consumer Insights Network



                                             Retailers
                                             Retailers
                                                 Sales




   Suppliers
   Suppliers                                Consumers                               Service Providers
                                            Consumers                               Service Providers
   Procurement
                                                 Marketing                                         CS&L




                                                                                      We need insights in
                                   Human Resources
                                   Human Resources
                                                                                      all of these areas!!
                                                  RR.HH


       © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
My blog!!
www.consumer-insights.blogspot.com

                                                                                      Consumer Insights
                                                                                      (www.consumer-
                                                                                      insights.blogspot.com) a
                                                                                      consumer psychology
                                                                                      and consumer insights
                                                                                      specialized blog.
                                                                                      Here you will find lot of
                                                                                      information about
                                                                                      insights, academic
                                                                                      papers, consumer
                                                                                      behavior & consumer
                                                                                      insights students
                                                                                      assignments, etc.
                                                                                      If you are a consumer
                                                                                      insights passionate &
                                                                                      devoted consultant,
                                                                                      researcher or professor
                                                                                      this is your blog!!!
                                                                                                  Cristina Quiñones


     © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
Cristina Quiñones D.
                                                                         •   Master en Administración Estratégica de
                                                                             Empresas. CENTRUM School of
                                                                             Business, Pontificia Universidad
                                                                             Católica del Perú.
                                                                         •   Master of Business Administration in
                                                                             General and Strategic Management ,
                                                                             Maastricht School of Management, The
                                                                             Netherlands.
                                                                         •   Social Psychologist Licentiate.
                                                                             Pontificia Universidad Católica del Perú.
                                                                         •   Advertising Sciences Specialist,
                                                                             Instituto Peruano de Publicidad
                                                                             (Advertising Peruvian Institute).
                                                                         •   Professor of Consumer Insights
                                                                             postgraduate executive program.
                                                                             Universidad ESAN (Lima-Perú).
                                                                         •   Professor of Consumer Psychology pre-
                                                                             graduate course. Psychology
                                                                             Department. Pontificia Universidad
                                                                             Católica del Perú. (Lima-Perú).


                                                                       Consumer Insights Consultant & Researcher
                                                                           Calle Madrid 455 Dpt 302 Miraflores
                                                                                      Lima 18 – Perú
                                                                                   Phone (511) 447-2916
                                                                               Cell Phone (511) 9-9346-5242
                                                                          cristinaq@consumer-insights.com.pe


       Thanks!                                                           www.consumer-insights.blogspot.com



© MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe

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Consumer Insights: Revealing the truths & myths

  • 1. ¿What is Consumer Insights? Clear understanding of consumer deep & unrevealed behavior for marketing innovation & competitive advantage! A review of consumer insights definitions, myths and truths MBA Cristina Quiñones Consumer Insights Consultant & Researcher Pontificia Universidad Católica del Perú www.consumer-insights.blogspot.com cristinaq@consumer-insights.com.pe Lima, 8th January 2008 © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 2. Just a brief introduction I am not an English spoken native. I think, feel and get in love in Spanish! So, this is my best attempt to communicate in another language. I prepare this deck because I consider myself a devoted and passionate consumer insights researcher. I have been working on the market research field for about 13 years, and recently in the consumer insights area (as Kraft Foods Consumer Insights Manager for Perú and Western Andean Region). Nowadays I am working as an independent consultant and researcher and found very interesting to share and promote consumer insights vision thorough psychology, marketing, advertising and professional community. I truly believe in insights. I think that a consumer centered organization fueled by consumer insights is the best solution for marketing and business success. Do you agree? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 3. Consumer Insights Definition © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 4. e tiv pec Insight ers gp Inspiration n ini Ga Di sce n rnm tio pec Knowle en dge s t tro In h put rut n in dT a ke atio Intuition ov N Inn Deep Und ersta ery ndin cov g s Di Revelation © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 5. Consumer Insights Examples of Dyed Hair Inspirational Insight – Define why the consumer uses the specific product – “Dye my hair makes me break with routine, modernize and changequot; Emotional Insight – Comments that reflect how consumers feel when using a product – quot;The truth is that when I dye my hair I changed my way of being. I'm more flirtatious and seductive, I conquered my husband!quot; Intensity Insight – Determines the degree of satisfaction with the product / brand promise – quot;The last time I had redhead was magical…my husband started to stare at me ... it's as if he had lived in a dark cave and the color red that I put myself served as a torch lit. quot; Fuente: Trias, Elena (2008). La Publicidad Emocional y su presencia en el sector de Alimentación. Disponible en: http://www.recercat.net/bitstream/2072/9132/1/TFC-TRIAS+DE+BES-2008.pdf (Consulta 04 de Diciembre 2008). © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 6. Consumer Insights More examples of everyday consumption… “Cuando los niños destapan un yogur, por lo general pasan la lengua por encima de la «pestaña» o tapa metálica” “En las fiestas y en los matrimonios a las mujeres jóvenes les gusta entrar al baño en pareja para conversar y evaluar todo lo que está sucediendo” “cuando uno está comiendo cereal al desayuno por lo general le gusta leer lo que dice la caja” “algunas mujeres, cuando se miden un pantalón, salen del vestidor caminando en puntillas, para ver como les quedaría esa prenda con tacones” “en los aviones la gente tiende a leer mucho más de lo que lee habitualmente” Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc (Consulta 04 de Enero 2009). © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 7. Consumer Insights More examples of everyday consumption… personas van a de terminados lugares precisamente “algunas porque hay una gran fila a la entrada” “algunas personas huelen los libros antes de comprarlos” “las personas caminan mucho más despacio cuando están mirando vitrinas” Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc (Consulta 04 de Enero 2009). © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 8. Consumer Insights and its translation to advertising copy © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 9. Consumer Insights and its translation to advertising copy Envy BMW © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 10. Consumer Insights and its translation to advertising copy Power BMW © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 11. Consumer insights “yo lo uso como postre, “el yogurt te “el yogurt me refresca el a mis hijos limpia el estómago, me lo limpia” los engrío con cutis, te el yogurt” mantiene el cabello saludable” “el yogurt me pone…me sostiene. Si voy “mi novia está a almorzar tarde embarazada y siempre sé que voy a llega un yogurt en la aguantar” carterita porque piensa que le va a hacer mejor” “me siento ligera con el “para mi el yogurt yogurt…creo que no me es un no-leche, lo “te ayuda a va engordar como la tomo porque regularizar el leche” siempre detesté la estómago…te nutres leche y no te embotas” © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 12. Consumer Insights: a calculated discovery Serendipity!!! A inspiration moment An AHA moment Gaining perspective through intuition © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 13. Consumer Insights: What do experts say? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 14. A broad range of definitions I reviewed lot of information in the business setting. Most of the definitions you will find here are from market research perspective (LATAM and international) but others are derived from consumer goods industry. Despite the fact there are some differences in these definitions, we can find important communalities: perspective, intution, deep psychological understanding, consumer immersion, unrevealed emotions, beliefs and behaviors and actionable insights. The most important marketing gurus like Kotler and recently Mohanbir Sawhney express a conviction that “consumer insights” is the new paradigm on Marketing Sciences. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 15. ELISAVA Consumer Insight is a shared meaning Insights is a shared meaning that can connect consumers with brands and drives action (purchase, use, disposition, recommenda tion, buzz, etc) Source: ELISAVA. (2000). Investigación de Mercados. Competencia. Consumidor Master en Diseño de Identidad Corporativa Disponible en web: http://www.elisava.net/MIC/wp-content/uploads/2007/11/investigacion-de- mercados-alex-cabre.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 16. CADEM Research International Consumer Insight is an inspiration for business growth Insights that inspire are insights that come to deep thoughts and feelings of consumers. Source: Karen Thal. Gerente General Cadem Research Internacional: “Energizando las marcas a partir de los consumidores”. Mesa Redonda sobre el valor de las marcas. ICARE – Chile. Disponible en web: http://www.icare.cl/eventos_anteriores_20 07/valor_de_las_marcas_2007/ © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 17. MRA Services - Consumer Insight is a discovery about the target consumers that link consumers with brands I love this definition: short, accurate & actionable. A consumer insights reveal the symbolic & emotional bond with brands. Source: MRA Services Disponible en web: http://www.mraservices.com/ext/pdf/Consumer%20Insi ghts%20webinar%20111708.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 18. MRA Services - Consumer Insight is a revelation that fuels overall business strategy Is an actionable insight, not just a piece of data or market research finding. Source: MRA Services Disponible en web: http://www.mraservices. com/ext/pdf/Consumer %20Insights%20webina r%20111708.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 19. MRA Services Consumer Insights and de AHA Momentum! A discovery arises after hard work of consumer analysis, observation, immersion & thinking) Source: MRA Services Disponible en web: http://www.mrase rvices.com/ext/pd f/Consumer%20In sights%20webina r%20111708.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 20. Nestlé – Deep understanding about consumer needs & desires that can be translated into a cost-effective action Source: Gerencia de Comunicaciones. Nestlé Chile (2003). Te tenemos identificado! (consumer connection). Presentado en ANDA Chile. Disponible en web. www.anda.cl/pres entaciones/Prese ntacionesrelatore s%20I- Convención/Rodri goPolanco%20Ne stle.pdf..pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 21. Estadística Aplicada – Consumer insight is a Revealing result about consumers and markets Revealing result about consumers and markets that arise after deep analysis, clear observation and consumer connection. Source: Alagón, Javier – Estadística Aplicada (2008). Segmentando a partir de los Insights. Presentado en el Congreso AMAI 2008: Insights Razones o Emociones. Ciudad de México. Setiembre 2008. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 22. Research International Consumer Insight Managers replace traditional researchers Because traditional research is no longer innovative! Traditional researchers are data mining guys but not real insighters. To be an insighter reason is not enough. Intuition, psychological observation and creativity are required! Source: Research International (2008). Turning Insights into Commercial Success. Presentado por Julian Bond en el Congreso AMAI 2008: Insights Razones o Emociones. Ciudad de México. Setiembre 2008. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 23. Research International Consumer Insights fuel concept development Real innovation is result from a reveal need, motivation, feeling or belief that is strong and powerful enough to connect a specific targeted consumer with a brand. It requires deep Source: Research psychological International understanding (2008). Op. Cit. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 24. Research International Consumer Insights a basis for ideation Innovation arises from mixture of ideas (consumer insights). To assure enough and brilliant ideas arise a researcher should use projective techniques, deep Source: Research International (2008). observation & Turning Insights into Commercial Success. consumer Presentado por Julian Bond en el Congreso AMAI 2008: Insights Razones o Emociones. immersion. Ciudad de México. Setiembre 2008. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 25. DVL – Consumer Insights replace Market Research: Intuition (Eureka Moments) + Reason (deep understanding) Source: DVL Smith Group (2008). The journey from market research to evidence based business consultancy. Presentado en el Congreso de Consumer Insights del AMAI- México. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 26. NODO – Consumer Insights are part of: overall strategy & innovation processes Insights should be framed into overall strategy, otherwise, they are non-sense. Insights are not random ideas, they result from a strict compromise with innovation processes. Insights are not just good vehicles for advertising persuasiveness, they contribute to enhance brand equity. Source: NODO Investigación Estrategia. Presentado en el Congreso AMAI 2008: Insights Echando una mirada al Futuro. Ciudad de México. Disponible en web © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 27. NODO – Consumer Insights arises from: dedicated research & marketing strategy review To discover actionable insights, a researcher must realize a detailed analysis of consumer habitat consumer trends innovation processes new tech category perception brand strategy Source: NODO marketing mix Investigación Estrategia. http://www.nodo-research.com IDEM. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 28. Nielsen – In search of consumer insights: A discovery, a mindset, an innovation basis Source: NIELSEN (2008). De los Insights a la Acción. Presentado en Congreso AMAI 2008. Insights: Razones o Emociones. Ciudad de México. Disponible en web © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 29. Nielsen - The Power of Insights: How to find them fast, and make them work for you Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Available in web: http://www.nielsenanswers.com/news-events/white-papers © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 30. Consumer Insights: Specific, timely, relevant, critical and actionable Insights work similar to headlights; they illuminate the path ahead to reduce the risk of potential hazards. The more visibility I have, the faster I can go. With increased insights I will be able to make faster decisions while navigating my business. Insights let companies plan effectively, and facilitate business decisions that help grow profit, volume, and share. True insights address not only the “what” of business performance, but also “why” it’s performing the way it is, and “how” one might influence that performance. To provide real value, an insight must reflect five key elements: Specific, Timely, Relevant, Critical and Actionable Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Disponible en web: http://www.nielsenanswers.com/news-events/white-papers © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 31. Consumer Insight: emotional advertising Source: Punto Escena / http://www.puntoescena.com/marketing-emocional-insights-del-consumidor © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 32. SIMON Law Insight is the capacity to gain an accurate understanding Two concepts are very important here: – Accurate – Intuitive Source: Simon Ayrton (2008). The Insights Presentation. Disponible en web: http://www.simon- law.com/archives/113 (DHead of Planning at TBWALondon ) © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 33. Source: Simon Ayrton (2008). IBID. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 34. Consumer Insights: Latent & unconscious need “Una información que revela algo nuevo, que descubre algo oculto respecto a las marcas y consumidores” “Un tipo de descubrimiento, que nace de aplicar metodologías específicas e intuición”. “La intuición, en este juego, tiene que ver con la idea de que no basta con el pensamiento racional, lineal, para descubrir algo nuevo, sino que se requiere escuchar al cuerpo, sus sensaciones y emociones, en busca de un sentido más profundo”. “El descubrimiento de un insight equiere una mentalidad diferente, quot;out of the boxquot;, es decir, un modo de pensar y hacer las cosas no convencional”. “Un insight para ser realmente accionable requiere del compromiso de la organización” From: Insights Qualitativos 2.0 “Insights: La búsqueda de lo latente” / http://www.insights-qualitativos.com/2008/03/insight-la-bsqueda-de-lo-latente.html © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 35. Consumer Insights: Subjetive & personal content about a brand and its consumer “En el ámbito publicitario designa cualquier verdad sobre el consumidor cuya inclusión en un mensaje publicitario hace que éste gane en notoriedad, veracidad, relevancia y persuasión a ojos de dicho consumidor”. Leo Burnett: “Los insights del consumidor son las percepciones, imágenes, experiencias y verdades subjetivas que el consumidor tiene asociadas con un tipo de producto, con una marca en concreto o con su situación de consumo”. “Son una mezcla de componentes racionales e inconscientes, reales e imaginados, vividos y proyectados, que suelen estar fuertemente enraizados en los componentes afectivos del consumidor”. From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 36. Consumer Insights: An emotional marketing perspective “La seducción y las emociones están estrechamente ligadas a la hora de crear productos nuevos con éxito. …de hecho, asociamos cosméticos con salud y belleza; vacaciones con libertad y evasión, y tecnología con la capacidad de comunicación. …el campo de exploración de los sentimientos de los públicos supone un largo viaje, cuyo fin no es otro que lograr una conexión afectiva que está en consonancia con los tiempos que vivimos y que persigue consolidar relaciones duraderas”. From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 37. Consumer Insights: Deep psychological content “Cuando se habla de proyecciones, se hace referencia a los aspectos psicológicos latentes que se desean activar a través de los mensajes… …se trata de despertar los sentimientos del consumidor con un producto o marca, por lo que es básico conocer qué elementos internos se pueden estimular para lograr una actitud adecuada que se traslade a la marca. …para encontrar insights debemos conocer cómo se relaciona el consumidor con el producto, qué le ofrece, cuándo y para qué lo utiliza, etc. Por lo tanto, es fundamental conocer ampliamente a nuestro público objetivo para saber por qué compra, por lo que son fundamentales las herramientas de investigación”. From: Perez, Romida. Campaña por la Belleza Real / http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 38. Consumer Insights: a truth, but not obvious, understanding about consumption “Una observación aguda e inteligente, aunque no siempre obvia, de algo que le pasa o siente la gente cuando consume la marca” Source: Universidad Diego Portales. Panel de Expertos en Publicidad. http://www.udp.cl/comunicados/0606/15/escuelita.htm © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 39. Consumer Insights: Reveal hidden needs, identify positioning opportunities & guide marketing communication En mercadotecnia, develan necesidades y deseos. En comunicación, crean caminos creativos y afinan piezas. En branding generan oportunidades de posicionamiento. Es una mirada penetrante de lo obvio, que se convierte en obvio al momento de ser descubierto, no antes: ¡Eureka! Debe surgir de una investigación enfocada en el poder, no tanto en el saber. Necesita ser útil y accionable: No debe ser un conocimiento superficial, sino intenso. Y debe estar cimentado en el entendimiento. No todos los hallazgos descubiertos poseen las suficientes cualidades para ser un insight; lo son: Si te genera una oportunidad de negocio, si tiene elementos para fortalecer o reposicionar tu marca, si puedes hacer una comunicación más persuasiva (fondo y forma). Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 40. Consumer Insights: generate business opportunity, reinforce brand image & foster communication persuasiveness Tres Características 1. Es una mirada penetrante de lo obvio, que se convierte en obvio al momento de ser descubierto, no antes: ¡Eureka! 2. Debe surgir de una investigación enfocada en el poder, no tanto en el saber. 3. Necesita ser útil y accionable: No debe ser un conocimiento superficial, sino intenso. Y debe estar cimentado en el entendimiento. No todos los hallazgos descubiertos poseen las suficientes cualidades para ser un insight. Sólo son insights si: – Si te genera una oportunidad de negocio, – Si tiene elementos para fortalecer o reposicionar tu marca, – Si puedes hacer una comunicación más persuasiva (fondo y forma). Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 41. Consumer Insights: Intuition rather than reason “Comprender la naturaleza interna de las cosas intuitivamente así como poseer un claro (y a menudo repentino) entendimiento de una situación compleja. Un Consumer Insights es el resultado del aprendizaje de la verdadera naturaleza de las cosas, de forma intuitiva” Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 42. Consumer Insights: Kotler´s new marketing perspective!! (paradigm) “Debemos cambiar a una perspectiva mucho más centrada en el cliente. La palabra mágica es consumer insights“ “We need to change into a more consumer based (centered) perspective. The magic word is consumer insight”. Phillip Kotler From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 43. Consumer Insights: a bet for the future and long-term relationship Kotler: quot;lo que suele echarse en falta en las empresas es el upstream marketing. Vayan a una empresa a preguntar quién se ocupa de pensar en lo que va a pasar durante los próximos tres años, o qué productos o servicios pueden interesar a futuros clientes. Nadie tiene tiempo para estos temas, todo se enfoca al downstream marketing.quot; Knutsen: “hay mucho interés en la tecnología, pero que hay que pensar en ella en relación con los clientes… Tenemos que pensar en las necesidades de los consumidores, y esta es la tarea más importante del marketingquot;. Dominan objetivos a corto plazo Source: Marketing Directo “El viejo marketing no volverá a funcionar”. Abril 2006. http://www.marketingdirecto.com/noticias/noticia.php?id La orientación al cliente es deficiente noticia=18341 © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 44. Consumer Insights: psychological penetration into consumer's minds “Un insight es una comprensión fresca y no todavía obvia de las creencias, valores, hábitos, deseos, motivos, emociones o necesidades del cliente, que puede convertirse en base para una ventaja competitiva” “A consumer insight is a fresh understanding, but not obvious, about consumers beliefs, values, habits, desires, motives, emotions and needs, that can be translated into competitive advantage” Mohanbir Sawhney © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 45. Consumer Insights: The new trend El ultimo congreso de la asociación mexicana de agencias de investigación de mercado (AMAI) incluyó como tema los insights del consumidor. Fue realizado en el mes de Septiembre 2008 The Last Mexican Market Research Association (AMAI) developed a Consumer Insights Congress (Insights: Reasons or Emotions?) in September 2008. Source: AMAI / http://www.amai.org/pdfs/revista-amai/AMAI-16_art2.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 46. Consumer Insights: What is not? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 47. Consumer Insight: is not research An insight is a “revelation” - the need for something that changes our opinion… and that can be done in many different ways, but is definitely a key part of the best communications. Thinking about exploring and discovering, then you’re at least thinking bigger than research. Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 48. Consumer Insights: is not Product Insights!! We talk generally about insights - the multitude of different types that exist – The fact that this list may not even be exhaustive and definitely contains some areas that don’t make for particularly good insights. Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 49. Consumer Insights: It is not a guess Un Consumer Insight no se encuentra fácilmente como un diamante en una mina o una aguja en un pajar. No es producto de la suerte sino de la investigación! Su hallazgo no es gratuito, se debe a mucho esfuerzo conversando, observando e interactuando con los consumidores! El Consumer Insights no es un golpe de suerte! Requiere técnicas de análisis avanzadas Source: LEXIA / http://lexiacualitativa.wordpress.com/2007/07/13/el-poder-de-identificar-y-presentar-insights-cualitativos/#comment-15 © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 50. Consumer Insights: Its not deductive research, is inductive! “Escuchar la voz del cliente” no es suficiente para generar perspectivas innovadoras, debido a que con frecuencia los clientes no nos dicen qué desean. Se necesita un enfoque diferente de la investigación de consumo: la “investigación inductiva” que se diseñó para generar insights. Mohanbir Swhney Phd Marketing – Wharton School. University of Pennsylvania © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 51. Consumer Insights: doing rather than saying The insights are related to participative inmmersion in consumer´s lives. It is not passive, indeed, it is an active attitude and behavior to really understand consumers. Source: Design Thinking. http://peoplecentereddesign.net/wp-content/uploads/2007/08/Moggridge_ImageSpaceObject_sr.pdf © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 52. Consumer Insights: What do industry say? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 53. Consumer Insights: voice of the consumer Kraft Foods: “Consumer Insight keep the Consumer at the center of the decision-making process. To be the “Voice of the Consumer” Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 54. Role of Consumer Insight within Kraft Foods INSIGHTS Consumer Insights Responsibilities: Develop a deep understanding of consumers’ lives and how they interact with our brands Identify opportunities to address consumer needs Guide the development of products and communications to consumers’ specifications INFORMATION Evaluate the effectiveness of what we do to drive continuous improvement © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 55. Consumer Insights: a penetrating discovery Diageo: “Consumer Insight is a penetrating discovery about consumer motivations, applied to unlock growth” Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 56. Consumer Insights: something your competitors do not know… General Mills “an insight is something you know that your competitors do not.” Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 57. Consumer Insights: getting to the heart of why people do what they do… Cadbury Schweppes “getting to the heart of why people do what they do, and using that knowledge to help us grow.” Source: Laura Velamazán - LEXIA Investigación Cualitativa Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 58. Consumer Insights: hint about target consumers & their needs that related to brand Unilever: “aquel elemento de todo lo que conocemos sobre el target y sus necesidades sobre el cual la marca está basada.” Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 59. Consumer Insights: creative opportunity Reckitt Benckiser: “a consumer insight is a new, creative opportunity derived from a profound understanding of the consumer. It describes how we might add new value to consumers through brands.” Source: Laura Velamazán - LEXIA Investigación Cualitativa © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 60. Consumer Insights: What do we think? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 61. Consumer Insights: My favorite definition ”Looking where others don’t look to find what others can’t find”. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 62. Consumer Insight: Other Interesting Definitions “Get into the minds of consumers” “An understanding of consumers’ expressed and unspoken needs and realities” “Singularly focused need, desire or want” “Core value or central belief driving customer behavior” “Know what is in your consumers hearts and minds…(as well as the market research numbers)” ”New usable perspective on the relationship between a brand and its existing or intended consumer.” Facts Intuition plus Facts Intuition © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 63. Consumer Insight: the need of deeper insights Companies should consider consumer insight development as crucial to product improvement and differentiation. Its important to understand how and why consumers shop and make their decisions across each shopping occasion Consumer Being able to succeed in business Insight requires a superior understanding of the consumer - not just marketing strategies. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 64. Consumer Insight: A Consumer-focused business aproach Consumer-Focused Product-Focused Emphasis on consumer needs Emphasis on Product and motivations Atributes “Consumer pull” “Product push” Focus on consumer insights Focus on product improvement Measured by customer psychographics and Measured by market share segmentation analysis growth and volume sales © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 65. With consumer Focused Market Research The emotional beliefs and Consumer values that consumers feel (Emotional) are being addressed by our brand Beliefs & Core The functional and Values emotional benefits that our product/services provides Benefits to the consumer Product features and/or Features & attributes that must be Attributes addressed Product (Rational) © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 66. Consumer Insight Challenge Numbers don’t inspire creativity Meaning is key to understanding We need to know who consumers are and what they look at life 1. Define the way they think about themselves. 2. Look at life from their point of view. 3. Think about the best ways to bring our products to this consumers. © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 67. Consumer Insight Scope Companies who are satisfied with surface insights and don’t use deeper consumer insights miss the opportunity to improve their results Unknown Consumer Knowledge © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 68. Consumer Insight – Information Sources Market Research Basics Syndicated Data: Market Audit Customer/Retailer Data Trends Reports Customized Research (qualitative & quantitative) Internal Data Consumer Motivation and emotional attachment to products (deep and hidden needs) Consumer Consumption Rituals and Behaviors (Ethnography) Brand imagery, positioning and personality. Retail new shopper: specific buying behavior (Observation) Consumer Segmentation / Typologies Category Mapping and New Product Development Consumer/Customer Decision Process Market Research Opportunities Current media trends: type, usage, spending © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 69. Consumer Insight Development MR reframed as Consumer MR clients looking for Insight – creating tomorrow – Emphasis on quantitative differentiation beyond the leading edge consumers – survey methods (forecasting) rational – rise of Qualitative eclectic methodologies MR – 1970´s 1980´s 1990´s Input Output (Methodological (Problem-Solving Orientation) orientation) © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 70. Consumer Insight Main Techniques Desk Quantitative Qualitative ‘Insight’ Desk Quantitative Qualitative ‘Insight’ Research Methods Methods Methods Research Methods Methods Methods •Literature reviews •Groups/depths •Intuition •Surveys •Libraries •Needs •Brainstorming •Trackers •On-line searches •Perceptions •Mixed methods •Monitors •Demand analyses •Attitudes •Projective techniques •Product tests •Competitor analysis •Emotions and •Ethnography •Segmentation Feelings •Visual anthropology •Retail Audit •Participant •Household Panel observation •U&A studies •What? •Creation Labs •How? •Why? •How much? •Where to? •How many? •Innovation/ •When? Creation •The future © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 71. Consumer Insight – Fundamental Questions WHO? WHAT? Who is the consumer and what do In what ways does the consumer we really know about them? interact with the brand? Who is not the consumer of this What can consumers do with the brand? brand (in addition to the intended purpose)? WHERE? WHEN? Where does the consumer choose Is the brand associated with a (or not choose) the brand? particular time/occasion? Where might consumers consider How do consumers feel if they or use the brand? have to wait to get the brand? © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 72. Consumer Insight Challenge 1 2 3 Verify that the Translate the business Translate the research information flow is needs in effective research results in actionable consistent with designed solutions (specific insights and market objectives and expected research goals and strategies for the company results methodologies). Market Research Market Research Market Research Results + Consumer Design Process Insights! © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 73. Consumer Insights as organizational philosophy Consumer Insight Role Boosting business decisions that focus on consumers to enhance business success and organizational performance Business Consumer Information Impact Insights © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 74. Why a Consumer Insight is a valid perspective? Provides comprehensive understanding, insight and inspiration (creativity). Constitute the basis for marketing innovation Help assess business opportunities and risks. Guide business decisions and ensure the long-term success. Consumer Insight: Definition Clear understanding of consumer deep & unrevealed behavior, feelings and beliefs for marketing innovation & competitive advantage! © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 75. Consumer Insights: the mixture of facts and intuition Deep understanding of consumers hidden needs and unconscious motivations unconscious (did not confess) Central value or belief relevant to consumer that fuels consumption behavior and motivate purchase. Discover within minds and hearts of consumers. Penetrate consumers mind. Facts Intuition plus Facts Intuition Consumer Insight © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 76. Consumer Insight Enemies 1 Taking consumer comments literally 2 Thinking you “know everything” about consumers 3 Great amount of Information that really you don´t need 4 Being worried only in consumer purchase intention 5 Not considering market research recommendations © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 77. Consumer Insights Network Retailers Retailers Sales Suppliers Suppliers Consumers Service Providers Consumers Service Providers Procurement Marketing CS&L We need insights in Human Resources Human Resources all of these areas!! RR.HH © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 78. My blog!! www.consumer-insights.blogspot.com Consumer Insights (www.consumer- insights.blogspot.com) a consumer psychology and consumer insights specialized blog. Here you will find lot of information about insights, academic papers, consumer behavior & consumer insights students assignments, etc. If you are a consumer insights passionate & devoted consultant, researcher or professor this is your blog!!! Cristina Quiñones © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe
  • 79. Cristina Quiñones D. • Master en Administración Estratégica de Empresas. CENTRUM School of Business, Pontificia Universidad Católica del Perú. • Master of Business Administration in General and Strategic Management , Maastricht School of Management, The Netherlands. • Social Psychologist Licentiate. Pontificia Universidad Católica del Perú. • Advertising Sciences Specialist, Instituto Peruano de Publicidad (Advertising Peruvian Institute). • Professor of Consumer Insights postgraduate executive program. Universidad ESAN (Lima-Perú). • Professor of Consumer Psychology pre- graduate course. Psychology Department. Pontificia Universidad Católica del Perú. (Lima-Perú). Consumer Insights Consultant & Researcher Calle Madrid 455 Dpt 302 Miraflores Lima 18 – Perú Phone (511) 447-2916 Cell Phone (511) 9-9346-5242 cristinaq@consumer-insights.com.pe Thanks! www.consumer-insights.blogspot.com © MBA Cristina Quiñones – Consumer Insights Consultant & Researcher / cristinaq@consumer-insights.com.pe