consumer insight : data vs. intuition

16
Consumer Insight Data vs Intuition Notes to myself#5

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Some self talk on consumer insights

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Page 1: Consumer Insight : Data vs. Intuition

Consumer InsightData vs Intuition

Notes to myself#5

Page 2: Consumer Insight : Data vs. Intuition

How do you know it?

I, myself, hate to be asked for the datas of the consumer insights that lead me to the communication objective and communication proposition.

I don’t blame anybody. It seems to be right, theoretically. But, it would be a perfect world if all the insights had came with figures.

Page 3: Consumer Insight : Data vs. Intuition

Consumer Insights by Researches?

• Problems can be precisely defined, mostly not the solution. • A problem defining consumer insight needs a scientific solid

ground. But the consumer insight which leads us to the solution, not necessarily.

• I call them Marketing insight and Communication insight respectively.

• Let’s take a look to the differences between the two:

Page 4: Consumer Insight : Data vs. Intuition

Marketing Insight

• Defining the problem/challenge– This is usually duty of the client’s marketing dept. – The core of the marketing problem and objective. – It’s easy to find out via scientific researches and convert to

the figures e.g: Our sales declining. According to the researches, 85%

of youngsters tend to categorize our brand as old fashioned

Page 5: Consumer Insight : Data vs. Intuition

Communication Insight

• Answer/solution to the marketing insight– Duty of the agency’s planning dept.– To be the core of the creative solution, the big idea– Not easy to capture the human reality via researches. Usually

depends on observation, more intuitive and needs more creative thinking to avoid the generic.• Mostly lack of time and resource make people neglect researches• Even when you have plenty of those, you have to come up with a smart

hypothesis -again- depending on intuitions that can be proven and boost the creativity

• You can’t find a syndicated research that gives you the clue to the golden award.

Page 6: Consumer Insight : Data vs. Intuition

A Simple Demo

Marketing Insight-Problem 85% of youngsters feel that our brand is old fashioned Communication Insight-Key to the solution Retro became cool among youngsters– Sure, you can go for surveys to concretise this hypothesis.

But if it’s obvious, why spend time and money?

Page 7: Consumer Insight : Data vs. Intuition

Some Examples: Bests in Recents

I don’t know the challenges for these famous campaigns. But we can deduce their communication insights from the creative outputs

You tell me if the insights leading to creative solution are the finding of any researches

Page 8: Consumer Insight : Data vs. Intuition

Insight: Moms’ devotion• P&G Thank You, Mom• Can you imagine that strategy dept asking the sample moms if so? • Maybe not a great insight, since it would be called as “so generic”

Page 9: Consumer Insight : Data vs. Intuition

Insight: Going crazy when hungry• Snickers hunger• We asked 1000 hungry people Q1: How you feel?• A nice example. A reality which doesn’t need to be proven; not generic yet

Page 10: Consumer Insight : Data vs. Intuition

Insight: Natural is better• Chipotle "The Scarecrow“• Is that possible to find percentage of people who don’t think so?

Page 11: Consumer Insight : Data vs. Intuition

Insight: “I’m a friend of my child”• Robinsons "Pals"• Again a beautiful insight. Needs proof?

Page 12: Consumer Insight : Data vs. Intuition

Insight: Solidarity between the men

• Guinness "Basketball"• Main theme of at least ten thousand Hollywood pictures

Page 13: Consumer Insight : Data vs. Intuition

Insight: ???• Volvo Trucks "The Epic Split feat. Van Damme"• Most buzz creating work of the year 2013. Anyone can tell me what the

comms insight is here? Isn’t that impressive, though?

Page 14: Consumer Insight : Data vs. Intuition

An intriguing reverse example• Dove "Real Beauty Sketches“

Page 15: Consumer Insight : Data vs. Intuition

I said mostly. “Not always”

• Here is the marketing insight in figures: “Only 4 percent of women worldwide think they're beautiful”• Ok, the comms insight seems to be “People are more beautiful than they

think”. And yes it’s proven in the creative output.• But, before the creative process, you should come up with this brilliant

hypothesis, than go through some experiments. A long and smart process that mostly we can’t afford.

• BTW, in this case, we can not be sure that the result is credible. Is the forensic artist cheating, describers just doing what they are told? Who knows…

Page 16: Consumer Insight : Data vs. Intuition

Although I don’t refuse contributions of the science, I believe advertising still needs to give a chance to intuitions for strategic planning side.