This document outlines an insight activation process with 5 steps: 1) Gathering information from research methods like reports, interviews and observations. 2) Synthesizing the findings to extract insights and understandings. 3) Developing ideas and concepts from the insights. 4) Creating an objective and big idea for activation. 5) Developing an action plan to implement the concept and achieve the objective.

1. ASSIGNMENT 4.1 – Insight Activation Process
[ Hương Giang – Mai Bằng ]

2. INSIGHT ACTIVATION PROCESS
INFORMATION INSIGHT ACTIVATION ACTION PLANOBJECTIVE
Digging into
beneath truth
Collecting consumer
information
Developing Big Idea
from insight
Building holistic
action plan
Setting objective
IMMERSION REFLECTION IDEATION SOLLUTION
Develop and select
appropriate research
method to get a
baseline
understanding
of the problem
• Develop actionable
solution
• Discuss findings and
recommendations
• with stakeholders
• Agree on path forward
and develop action plan
Pin point the
problem to
determine the
outcome desired
Synthesize findings
across information
and try to answer
research questions to
extract insights from
full data set
REVIEW :
Shopper research report
Desk research
CONSULT by expert interview - Retailer
interview - Promoter interview
EXPERIENCE : Shopper observation
Watch shopper video.
CONNECT
Shopper intercept
Accompanied shopping
Shopper interview
Try to get many more Ideas
as possible
• Then select the best and
potential ideas for concept
development
• Identify and refine top
ideas
• Create the final concept
with visuals
Optimize the plan
and
implementation
Use S.M.A.R.T
principle
Ex: we need insights
to identify how to
ignite 40% growth of
our FMCG business
in convenience
channel by end of Q4
2015
HOW
CON
TENT
Use IRIS Process to activate insights:
5
STEPS
Use different methodologies LOOK at the CONNECTION
between each information
ASK WHY they are together,
what’s the possible
explanation behind the action.
Then ASK WHY and WHY again
till go get to inside the
consumer mind
Product concept
development

3. FROM STEP 2: INFORMATION TO STEP 3: INSIGHT WE NEED TO ANALYZE 2 PILLARS IN THE TRIANGLE FIRST
( CATEGORY AND CONSUMER )
COMPETITOR landscape
– how is it changing ?
CATEGORY understanding
– how is it converging ?
CUSTOMERS connection
– who are the customers ? What
can they tell us about people
who might buy ?
CONSUMERS as people
– the reality check of everyday
life
CONTEXTS
– how do people encounter
brands and products, and how
does context determine behavior
?
CULTURE
– changes, trends and influences
INSIGHT ALSO COMES FROM A
LOT OF Cs beside 5Cs ( Company,
Category, Comsumer, Channel,
Collaboration )
THEN WE UTILIZE THE BRAND ADVANTAGES TO CREATE OPPORTUNITIES IN THE MARKET ( move to step 4: IDEATION )

4. Step 3: Group data and label it
Find 2 key understandings answer “why” ?
Moms care about being
moms – not washing
Smells evoke very deep
reactions and can comfort
INSIGHT
I want my child to
have a little piece
of me for
reassurance when
we’re apart
76% of moms rank
nurturing and
caring for kids as
No.1 Job
Being a good
mom is about
nurturing not
washingWashing clothes
ranks as No 17 in
list of things to do
Kids want a hug
when they get
hurt
Kids find comfort
in routine and
familiar things
Smells and
touches evoke
home and give
comfort
Women keep a
piece of mom’s
clothing when
she dies
Moms want kids
to be safe and
reassured
Children
recognize smell
of mom’s clothes
Step 2: Capture some of the most
valuable data from research
Find the deep truth
that rings bells with
moms
Make yours
a Lenor day
ACTION PLAN
INSIGHT
‘Why’ behind the
facts
76% of moms rank
nurturing and
caring for kids as
No.1 Job
Kids want a hug
when they get
hurt
Kids find comfort
in routine and
familiar things
Smells and
touches evoke
home and give
comfort
Being a good
mom is about
nurturing not
washing
Washing clothes
ranks as No 17 in
list of things to do
Women keep a
piece of mom’s
clothing when
she dies
Moms want kids
to be safe and
reassured
Children
recognize smell
of mom’s clothes
INFORMATION
What people do &
think
Step 4: ACTIVATION
The Big Idea
Innovation in
packaging : Create
new label - Lenor
spring, summer,
autumn, winter
OBJECTIVE
Create a
communication
campaign increase
30% awareness
and push sales for
Lenor at UK market
in Q3 2012
Target Consumer
Mom: 25-40
Family oriented
Step 1: Frame the problem
and define business objective
Step 5: ACTION PLAN

5. ACTION PLAN
INSIGHT
I find it's challenging to
find a tool/trigger to spark
a face to face
conversation with my
dear friend, especially
who has lost connection
for a while in the rising
era of social channels
even I don't totally enjoy it
as a source of keeping
connection
Across all age, youth seems to be enjoy
happiness more than other adult aging
Moment of happiness for youth and
friends are "catch up/meet" each other
face to face
Majority of time spent on "out of
working" hour is on FB
Challenge is find a trigger for connection
with friends, esp. who has not been in
touch for a while
Youth relies on friends to find more
happiness than other group (54% vs
15%)
Face to face catch up/Hang-out is major
activities to trigger fun and remain
connection with friends (78% vs 45% on
FB)
INFORMATIONOBJECTIVE
Increase sales of
Coke 30% in summer
time, ensure that
consumer will buy a
Coke but not only
loving the brand in
Australia
Target consumer:
Young adult, aging
20s, highly digital.
Packaging: Select 150 popular
first name and print out on
cover
COCACOLA BIG IDEA : SHARE A COKE
Holistic campaign on TVC, outdoor,
Radio, SMS, especially Social media
Strengthen distribution plan on
retailer channels
ACTIONPLAN
Close friends call each other by their
first name, Coke want to spark an
conversation by stating a name of a
Close friend on cover

6. ACTION PLAN
INSIGHT
Mom "Needs
reassurance that she is
making the right
decision despite
premium pricing“
Kid "Kids want to adopt
what's new and exciting"
Kids want to be "cool", so they copy and
adapt something new around them
Kid want to enjoy fun especially during:
Summer time, after school time, holidays
time
Mom will buy brands if their kid tell
them to
Mom prefer nutrition ingredient to have
chocolate and milk also
They love fun and always want to enjoy
the fun
INFORMATION BIG IDEA
Meet Coco, the kid
in all of us
OBJECTIVE
Drive penetration of new
market to Kellog brands
Build brand love and
enhance loyalty from kid
to Kellog
Target consumer
Kid aging 6-10 who eating
cereal and their mother
(Shopper and decision
maker of purchasing
product)
Design character of Kellog with fun, excited feeling bring to kid
Conduct a holistic plan in-store: design fun and remind shopper and kids about the brand from parking lot, main hall, in-store
ACTION PLAN
Mom also prefer and seek for activity
for kid to have fun during summer,
holiday and after school break
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