consumer insights: a brand's intimate connection with consumers
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Customer Insights: Building Blocks to Sustainable Competitive Advantage
Gregory J. Lloyd Brand Architect intra-brand [email protected]
intra brand TM
Consumer Insight Is …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
Encyclopedia Britannica
1. Consumer Insight Defined
“Insight occurs in human learning when people recognize relationships (or make novel associations between objects or actions) that can help them solve new problems”
“Customer Insight is the intersection between the interests of the consumer and features of the brand. Its main purpose is to understand why the consumer cares for the brand as well as their underlying mindsets, moods, motivation, desires, aspirations, and motivates that trigger their attitude and actions”
Wikipedia
Consumer Insight Is Not …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
Insight = Research
“research serves as the foundation for insight discovery but in its entirety does not provide insight”
Consumer Insight Is Not …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
Insight = Observation
“insight is not so much about seeing the truth as it is about understanding and feeling it”
Consumer Insight Is Not …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
Insight = Idea
“a single insight can be the foundation for hundreds of ideas”
Consumer Insight Is …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
“a lot of times, people don’t know what they want until you show it to them…”
Steve Jobs
Insight Expressed … “that which moves people to love a brand”
Consumer Insight is the Moment a Consumer says … “Aha ! That’s me”
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
Aha ! That’s me = Connection
- Not immediately apparent - You will know it when you see it - Brings to the surface what was subconsciously there - Surprising and fresh
Consumer Insight is the Moment a Consumer says … “Aha ! That’s me”
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
- Your right – I recognize this - You understand me ( better than myself )
Aha ! That’s me = Connection
Consumer Insight is the Moment a Consumer says … “Aha ! That’s me”
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
1. Consumer Insight Defined
Serves as the source for:
- great branding - winning advertising - leading innovation - superior customer experience
Aha ! That’s me = Connection
Example of Consumer Insight …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
2. Examples of Consumer Insight
Dove’s insight of “Women in all shapes, sizes, and looks are beautiful. Let’s stop idolizing the fake and start living in the real world. Let’s be happy with what we look like”. Women connected with this insight because they already felt that way, but were just glad someone was finally saying it.
Dove “Real Beauty”
Example of Consumer Insight …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
2. Examples of Consumer Insight
De Beers - “Forevermark” When you watch those intriguing Diamond commercials, who are they aiming at? Men or women? Actually, it's both. That's the beauty of this particular insight: The woman thinks: "If he really, really cares for me, he'll give me a diamond," while the man thinks: "If I come home with anything other than a diamond, I'm history." The brilliantly executed "A diamond is forever"campaign will forever be remembered as an exceptional piece of insight work.
Example of Consumer Insight …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
2. Examples of Consumer Insight
Dannon Yogurt In another "must be good for you" story it was noted that many men and women in Soviet Georgia live past the ripe old age of 100. Many of these citizens eat a lot of yogurt and so, because trying to uncover a "fountain of youth" is a fundamental human endeavour, tying a particular habit to longevity tends to make it very attractive to the consumer. The French drink red wine, the Italians use olive oil, and Soviet Georgians eat yogurt. "Just ask Temur Vanacha who has been eating yogurt for 105 years! Stuff must be good!" - and that insight was good for Dannon. Sales grew for 14 years.
Example of Consumer Insight …
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
2. Examples of Consumer Insight
Nike “Find Your Greatness” There is a fat kid in all of us. This ad was aired during the Olympics when the best of the best are celebrated and those who come 4th are chastised. Working out is good for all of us, no matter what your own personal goals are. We don’t have to push to win a gold medal to be motivated to get out there and run … “find your greatness”.
Consumer Insight Is…
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
2. Examples of Consumer Insight
“a revelation that produces great work” There should be a degree of “what why didn’t I think of that”
How Does One Experience An Insight ?
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
3. Components of Consumer Insight
Data + Research + Observation
+ Experiential Learning
+ Shared Intellectual Challenge
= Insight
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
Corporate
Data
Market
Data
Consumer
Data
Consumer
Interviews
Insight Groups
Enabling Inquiries
Projective Situations
Consumer Diaries
Profiling
Deprivation
Inundation
Research
Ethnographic Safaris
Semiotic Research
Immersion Research
Don’t Know
Don’t Know
Know
Know
Unknown Unknowns
“You Don’t Know What You Don’t Know”
Known Unknowns
“You Know What You Don’t Know”
Knowns
“You Know What You Know”
Unknown Knowns
“You Don’t Know That You Know”
Social / Cultural Change
Political Change
Economic Change
Technological Change
Factors Of Consideration In Striving For Insights…
4. Factors Leading to Consumer Insight
Insights Are Dynamic…
intra brand TM
Customer Insights: Building Blocks to Sustainable Competitive Advantage
4. Factor Leading to Consumer Insight
Insight = A Static Human Truth
“insight is not a first principle truism of the human condition, rather an insight is an understanding that motivates and triggers consumer
attitudes and actions at a point in time ”
“ that which motivates and triggers consumer attitudes and actions will change as a consumers’ environments change as a result of
social, political , economic and technological change.