Young Marketers Elite 2 - Insight definition - Mai Bằng Tú Oanh

1. ASSIGNMENT 1.2 – [Insight]
[Mai Bằng – Tú Oanh]

2. An INSIGHT is a penetrating understanding which provides hooks or clues that lead to brand building opportunities
INSIGHT CHECKLIST
FACT: People tend to feed their pets twice a day.
OBSERVATION: They tend to feed their pets at breakfast and dinner time
INSIGHT: People feel guilty eating in front of their pets
BRAND OPPORTUNITIES: Feel guilty -> a brand which can makes
consumers express their care with pets
THE DIFFERENCE BETWEEN A FACT, AN OBSERVATION AND AN INSIGHT
OBSERVATION
What the Consumer said
or did
FACT ( CONSUMER TRUTH )
Why the Consumer said what she said or
did what she did BUT still universal and
can not lead to brand opportunities
INSIGHT
An underlined need deep down under
the layer of fact (consumer truth)
which provides hooks or clues that
lead to brand building opportunities.
EXAMPLE
It shows a deep understanding of a consumer need
It respresents an imfortant issue or problem in the consumer’s life
It can be credibly exploited by your brand
Actionable ? Feasible ? Objective driven ? Lead to business action ?
WHAT IS AN INSIGHT ?

3. WHY ? WHY IS THAT IMFORTANT ? WHICH MEANS … ? WHAT IF ? SO WHAT ?
There are many kinds of insights in our business They can be observations about behaviors, pearls of wisdom on the human
condition, or simply universal truths that help define people, culture, and human race. Especially in the different context.
The danger is trying to pick the most suitable one to create brand advantage
Insights are unspoken human truths. Find them by start with something that seems obvious and keep asking these questions
Fundamental Truth
Category Specific
Deep emotional
drivers
Personal ( I,me)
COM
INSIGHT
Create Brand advantage
in relevant social context
Fundamental Truth
Category Specific
Deep emotional
drivers
Personal ( I,me)
BRAND
INSIGHT
Longterm Brand advantage
and subtainable
The more dirty kids have,
the more traditional Tet value kid learn
DIRT IS GOOD
OMO INSIGHT FOR BRAND
To me, dirt is experience, dirt is good. It’s only when I let
my kids feel free to get dirty, so that they can truly
experience life and unleash their potential
OMO INSIGHT FOR COMMUNICATION
To me, dirt is experience, dirt is good. Especially in Tet. It’s
only when I let my kids feel free to get dirty, so that they can
truly learn and experience more about traditional Tet values

4. Example of Exploitable insight - Nike
Young people often wear the same
gear as their sporting heroes
Young people admire the talent and self-
belief of sporting heroes. Wearing the same
gear is a way of tapping into their energy and
supporting their own self-belief
Young people are often insecure, and
lacking in any self confidence
Unusable
Observation
( or Fact )
Exploitable
Insight
Unusable
Insight
Why ?
Why ?
Why ?
OBSERVATIONS
What the Consumer said or did
INSIGHT
Why the consumer said what she said or did
what she did which provides hooks or clues
that lead to brand building opportunities
TRUE FACT ( CONSUMER TRUTH )
Why the consumer said what she said or did
what she did CAN BE DIG DEEP to find insight
Why ?
Why ?
Why ?
GET INFOMATION UNDERSTANDING INSIGHT ACTION
DEFINE TARGET
CUSTOMER
Develop
understanding why
human do it
About what people
think and do
( to find their
behaviors and
attitudes )
Gain understanding
of what business
can do to sastify
need and desired in
new ways and
competitive
Put these solutions
into business
operations
Define the group of
TC that brand can
MATTER the most
( sometimes can be
who already CARE
the most)
5 STEP TO DEFINE AN EXPLOITABLE INSIGHT ?
Dig deep into an observation to help you truly understand them

5. GET INFOMATION UNDERSTANDING INSIGHT ACTION
DEFINE TARGET
CUSTOMER
They want to be
successful in their
life by enjoy driving
a high performance
car
- Behavior: always
drive a car by himself
-Attitudes: want to be
successful in their life
- Brand truth: high
performance
I want to be seen to
success both at personal
and professional level
Driving a high
performace car is a clear
signal to others that I am
on the road to success
BRAND IDEA
Enjoy driving
Male
Urban key cities
Age: 30-50
Income: A+
Businessman are on
the road to success
BMW

6. LEVELS OF INSIGHT
EMOTIONAL NEED
FUNCTIONAL NEED
ASPIRATIONAL NEED
( DREAM DESIRE)
3 LEVELS
Come from Believe,
Faith and ritual
Come from emotion like :
fear, hope, pleasure,..
It only a
benefit of the product Serve the basic need of your customers
Feel emotional with brand more than a functional need.
Brand create a great experience for them, make brand’s
lifestyle and value fit for them
They become outspoken fan and would never switch
their brand.
Brand create memories and built into their life
Ipod insight : ( based on functional need mobility )
Music has a big impact on my mood, I want a stylish and wasy way to carry my whole music collection around with me, so I can always play the music to suit my mood
Starbucks insight: ( based on emotional need belonging and relaxed )
In this busy world, it’s great to have a refuge. People need a third place where they feel as relaxed and comfortable far away from busy home and tiring workplace
Diana Insight: ( based on aspirational need of woman is being fairer )
I am not happy as being a girl, especially on the red days I feel being a girl is really a burden

7. Kids clothes get dirty
They can’t help it when they
are playing
They are thinking about their
games with their friends not
their clothes
By playing they are
building friendships and
learning new things
I’d rather my kids got dirty
and learned something than
were clean and didn’t
OMO EXAMPLE
TRANSLATING INTO OMO INSIGHT
To me, dirt is experience, dirt is good. It’s
only when I let my kids feel free to get
dirty, so that they can truly experience life
and unleash their potential
EMOTIONAL
Mom feel free to let kid learning through play
FUNCTIONNAL
Stain removal
DREAM DESIRE
Unleash kid potential
CREATE BRAND
SOLLUTION
IN 3 LEVELS