1. Main Consumer Insights Techniques & Methodologies Consumer Insights - June 2009
Consumer Insights: Desnudando la mente
del consumidor
www. consumer-insights.com.pe
Main consumer insights techniques: ¿how to unlock
consumers mind and generate reliable insights?
The Insight is a not reveled, interesting,
inspiring & key finding of the consumer’s
feelings, thinking or behaviors implies that
suggest a competitive advantage & market
opportunity. It involves the use of innovative
tools and insights generating techniques. In
other words, the ability to think "outside the
box"
The Consumer Insight based research is
designed to reveal valuable information about
customers and consumers to facilitate, promote
and guide strategic decisions in marketing and
business. Consumer Insights techniques “read
between the lines” and “make non-obvious
connections”.
Taking advantage from consumers curiosity
& openness to other ideas. Ability to think "outside the box"
 Making connections, using ‘associations tests”
 Tolerating ambiguity and diversity and working with imperfect ‘data’.
 Fostering the ability to "see beyond the obvious" to see what others can not
see, to explore the perceptions, motivations, attitudes and expectations of
consumers and customers.
 Being aware of greater need to understand the psychology of consumer
behavior.
 Involving clients in the insights generating process
¿Which are the main consumer insights techniques &
methodologies?
The following is my selection of main consumer insights techniques and
methodologies based on my own experience as a market research director and
consumer insight consultant:
- Consumer Insights In-depth: qualitative interviews that are specially
recommended to dig deeper on consumer’s needs, desires, expectations
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2. Main Consumer Insights Techniques & Methodologies Consumer Insights - June 2009
and motivations. Projective techniques represent key elements of this
process. Participants are asked to do an assignment prior to attending the
interview, such as completing a self-observation workbook or taking
photographs of objects that are important in their lives.
- Consumer Insights Groups: synergic groups that allow you to deliver
actionable insights that represent consumer’s deep beliefs, feelings or
behaviors. They use ‘creative thinking tools’ to drive participants to share
their beliefs and “think outside the box”. Engage respondents in an open,
critical and creative dialogue
- Enabling Techniques: allow consumers
to go beyond the traditional logic thinking
(social desirable thinking) with
appropriate questions and twists. Instead
of asking directly, the insight researcher
used indirect associations. It is used to
look for new directions and a fresh
perspective on already known topics.
Example: “What do you like/dislike most
about eating in a fast-food? What would
make it better? What’s the worst thing
about the way fast food stores are laid
out? How would you redesign them?”
- Projective Techniques: Indirect and
unstructured methods of research that
allow consumers to reveal unconscious
feelings & thinkings. Usually elicit
irrational and emotional deep beliefs and
emotions. Typical projective techniques are association, completion tasks,
analogy and construction techniques (role playing, psycho-drawing).
- Semiotic analysis: discovering uncover meanings and new dimensions of
current concepts, products, services and behaviors. Is a rigorous analysis of
the characteristics of a particular discourse (verbal & visual) whether it be
snacks, health or telecommunications.
- Profiling & Psychographics: describing consumers in terms of values,
lifestyles, activities, interests and opinions.
- Deprivation & Inundation Tests: how to find real value proposition after 3
or 4 weeks deprivation in heavy users or loyal consumers, or after 3 or 4
weeks of induced usage. The use of both techniques allows you to compare
insights between those who were deprived and those who were inundated.
- Ethnographic Safaris (consumer immersions): taking advantage of being
in the consumers "habitat" (suburbs, neighborhoods, streets, markets,
schools, entertainment boulevards, etc). It provides a more holistic view of
what is actually going on in the consumer’s own cultural context.
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3. Main Consumer Insights Techniques & Methodologies Consumer Insights - June 2009
• Consumers - at home, during their free time, while shopping
• Business users - in the office, at the factory bench
- Visual Ethnographic: discovering insights from observational interviews in
a wide range of contexts such as point of consumption, in-home or retail
environments and
virtual experiences -
using the discipline of
documentary film-
making and
photography as the
framework.
- Cool Hunting:
discovering emerging
trends & styles as soon
as they begin to be
noticed by the media –
newspapers, lifestyle
magazines, leading edge publications, films, books and TV/film role models,
etc.
- Typical day in the life: client executives act as a typical consumer, buyer or
other relevant role in order to experience the life as it is. Is a kind of “reality”
with deep emotional experience and psychological challenge. It motivates
attitudinal change and new ways of thinking. Is it usually used as an input for
innovation.
- Life-Story: consumers fill out their own thinking’s and feelings in a
structured guided diary.
- ZMET: Zaltman Metaphor Elicitation Technique (ZMET) is aimed to
understand the unconscious connections between emotions and products.
Use an image-based narrative research and storytelling approach. Is a
proprietary market research tool.
- Insights Mining: Taking the time to watch or mine blogs or websites can
provide a plentiful source of fresh, consumer-inspired ideas. Some
companies have developed relationships with the most prolific and influential
bloggers in their realm.
- “Client Immersion in Consumers Life’s”: 3 full days immersions in low
income households and suburbs in order to experience “real life” and share
important activities with consumers as breakfast, lunchtime, shopping,
playing, etc. Client main collaborators (commercial and no commercial)
actively participate. Requires careful orchestration, expert facilitation and
follow-up. A debriefing session post immersion motivates idea generation
and actionable insights to come up.
© Consumer Insights: Desnudando la mente del consumidor www.consumer-insights.com.pe

4. Main Consumer Insights Techniques & Methodologies Consumer Insights - June 2009
- Creative Labs & Workshops: a
forum for developing new ideas
and directions in which “creative
consumers”, client and agency
(research & advertising) actively
participate. Is a creative session
more than a research technique.
It prepares participants to a
creative session so “creativity”
screening is a key factor.
Recruitment must be done
carefully and also the insight
facilitator should encourage
creative thinking with the support
of specialized tasks.
- Innovation Breakthrough Sessions: Is a full day session in which a team
of facilitators prepare participants to used there own consumer expertise to
develop new product, services and marketing ideas. The participants are
emotionally challenged & demanded. The environment is critical to inspire &
motivate.
About Consumer Insights – Desnudando la mente del Consumidor
Consumer Insights EIRL is a non-traditional consulting firm that helps organizations take a
strategic approach to innovation through consumer deep understanding & insights generation.
Consumer Insights uses nontraditional techniques & methodologies to identify actionable
consumer insights and consumer-inspired new products, services and marketing strategies. Our
company helps clients develop a capacity for sustainable marketing innovation. Our “consumer
insights” approach is developed through consulting, research and training services.
Visit our corporate website: www.consumer-insights.com.pe
Visit our blog: www.consumer-insights.blogspot.com
© Consumer Insights: Desnudando la mente del consumidor www.consumer-insights.com.pe

5. Main Consumer Insights Techniques & Methodologies Consumer Insights - June 2009
Consumer Insights – Desnudando la mente del consumidor
Calle Madrid 455 Int 302 Miraflores
Lima 18 – Perú
T (511) 447-2916 / C (511) 9-9346-5242
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info@consumer-insights.com.pe
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www.consumer-insights.com.pe
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