Consumer Insight Assignment

1. ASSIGNMENT 2.1
Hoang Viet - Hong Quan - Ngoc Thao - Ngoc Phuoc - Bao Khanh
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2. AGENDA
What is
INSIGHT?
Observation
Human Truth
Consumer Insight
How to generate
a good insight?
Consumer Insight
X-Men
Consumer Insight
Heineken Silver
Consumer Insight
Coca-Cola Tet
Consumer Insight
Bitis Hunter Tet
Consumer Insight
Generali Tet
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3. Observation
Human truth
Consumer Insight
What consumer did or said that we
can easily find out
Unveil the why consumer did what
they did/said
The desire lying under human truth
which creates an opportunity for
brand growth
Definitions
People tend to hesitate to enjoy Tet food
Example
Olong Tea+ Plus Tet
Eating Tet food with its high calories can
cause heavy feeling, affecting body shape
which makes Tet not enjoyable
I wish to both enjoying Tet foods but
also not feeling heavy by gaining
weight cause Tet is the occasion of
showing my best appearance.
The difference between Observation, Human Truth and Consumer Insight
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4. CONSUMER INSIGHT
Understanding Actionable Brand role
The answer for why people
do what people do what
they are doing
● Bring up brand opportunity
● Could be translated into different
executions (Positioning, Product
innovation, Communications…)
Showcase benefits brand can
offer to address and emphasize
its unique role which other
brands can’t offer the same
Insight is an understanding of why people do what they are doing. And the
answer to move them to do what we want.
Consumer Insight is an penetrating understanding which provides hooks or
clues that lead to brand building opportunities
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5. HOW TO GENERATE A GOOD INSIGHT?
● Unique in branded manner: other brands can’t offer the same
● Long-term: become the platform idea that can be used in the long run
● Relevant: related to consumers, fit with today’s context
● Single-minded: deliver one focused message
● Actionable: brand opportunity and can be transformed into executions
RATIONALE
ENGAGEMENT
COMPETITIVE
● Fresh: haven’t been seen before/been leveraged
● Triggering: create tension among target consumers
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6. X-MEN
Category Truth
In 2003, The behaviour of VNese men is to use what the women in the
family buy, they don’t have the motivation to use the product line for men
only because personal care is not a long established habit for men.
Consumer Truth
Men always have the need of proving himself
to be masculine, owning strong personality
especially in front of woman
Brand Truth
X-men shampoo with signature
masculine scent allow you to show out
charismatic masculinity under every
circumstances
Insight
“I always want to show
my masculinity but
the shampoo with
Woman Scent makes
me feel less
masculine.”
X-Men Brand Idea
Real Men - Đàn Ông Đích Thực
The perfumed men’s shampoo with masculine fragrance for real men
to show a strong, heroic image to build up confidence for them.
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7. HEINEKEN SILVER
Category Truth
Beer with lower IBU and ABV is light and
easier to drink but the taste may be
considered not having good taste
Consumer Truth
Brand Truth
Heineken Silver with its signature
good beer taste provides a new
variant with smoother and lighter
drinking experience but not affecting
its taste
Insight
“I prefer a type of beer that is
light, smooth and easy to
drink for me to enjoy anytime
but still maintains the
full-bodied taste so I can fully
enjoy the occasions.“
*IBU: International Bitterness Unit
ABV: Alcohol by volume
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Context: Owning signature good taste but Heineken has not connected well with the Youth - Millennial consumers
Binge-drinking culture in mindset of
young generation does not mean
dead drunk, it means gathering and
enjoyment. Millennials want to fully
enjoy the drinking occasion with
gathering vibe by beer taste without
being dead drunk

8. COCA-COLA TET
“KẾT NỐI NHÀ NHÀ -
TẾT THÊM RỘN RÔ
Category Truth
Consumer TruthBrand Truth
Occasion Truth
Insight
Carbonated beverage is the common drink in
gathering moment in Tet
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Own the consumption occasion
of meal pairing, family gathering
and start to elevate it into
society connection
Tet is the time for people to refresh, reconnect with the relationships that we did not
have chances to give much care to
“I think Tet can be more
cheerful if we can refresh,
reinforce and even establish
new relationships in Tet
celebrating vibe.”
In busy life, human connection is
loosened, reflected clearly in
neighborhood relationship.
Hence, the traditional ritual of
enjoying Tet together is
gradually forgotten

9. BITI’S HUNTER TET 2020
“TẾT VỀ SỚM NHÉ”
Category Truth
Sneakers always accompany with youngsters in
every journey: dream following, exploring and
coming home, etc
Consumer Truth
Despite awareness of the importance of
family reunion in Tet, youngsters still
want to postpone the home coming for
their youth ambitions.
But they don’t know that their parents
always want them to come back earlier
for Tet.
Brand Truth
With platform “Di de tro ve” platform,
Biti’s Hunter treasures all the go of
youngsters, especially the final go of
coming back home after a year of
wonderful journey.
Occasion Truth
Tet is an occasion that youngsters leave their
young life to come back home for family reunion.
Insight
“I know that family reunion in
Tet is important and my parents
expect me to return. But I
mistook the importance of my
comeback to my family and I
don’t realize that Tet only come
once when they can see me
coming back home.”
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10. GENERALI TET 2020
“SỐNG NHƯ Ý”
Category Truth
Health insurance products with specific
requirements and commitments are
unsuitable for unstable, hustlers users
Consumer Truth
It’s true family share common traits
which was shown in each individual
choice of path though each might be
different. By understanding this, everyone
can have an easier look with each other
and provide the support one needs along
his way.
Brand Truth
Being the ‘Lifelong partner’ supporting
the message of ‘Live as our wills’,
Generali not only want to promote the
effort of getting to understand our
loved ones’ desire but also to provide
with the digital and easy-to-access
system of GenVita allowing users to
update valuable info of health, finance,
training from expert.
Occasion Truth
Tet is of reunion but it’s also the time when me
and my family reflect on past stories and head up
with new year resolution
Insight
Coming back home seems to be a
nightmare since everyone would
set expectation for my life but i
wish my family can show their
acceptance and support by
understanding my choice of
journey ahead
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11. Thank you!
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