Mastering consumer insights - how to unleash the full potential of your business
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Transcript of Mastering consumer insights - how to unleash the full potential of your business
Mastering Consumer Insights
HOW TO UNLEASH THE FULL POTENTIAL OF YOUR BUSINESS
AgendaWhat is an Insight?
Why Insights are so important?
Where Insights come from?
What is AN INSIGHT?
1
an hidden truthThat opens TARGET consumer’s door to the brand
Exciting and mind-opening.It sounds easy once you discover it
Creates new relevant growth opportunities and it’s
ACtionable
Why Insights are so important?
2
“Life isn’t about what you buy, but about the relationship you have with the people you care about, and the special moments you can share with them by buying things”
“Life isn’t about what you buy, but about the relationship you have with the people you care about, and the special moments you can share with them by buying things”
If you have a bodyyou are an athlete
Where Insights COME from?
3
Analyze FACTS AND DATA
Connect with consumers
Absorb knowledge
Unlock Understanding
Consumer centricity is the way
PROCESSESORGANIZATION
PEOPLECULTURE
What is an Insight?
Why Insights are so important?
Where Insights come from?
Insights – Examples
18
Sometime I need a third
place between home and
office to have moment of
pauseIf you have a body, you are an athlete
While pre-teen
adolescents teens say
they want to be trendy,
they actually are the
antithesis – they want
fashion that is ‘lasting’ so
they will fit in
Further Examples and Information Insights – FURTHER INFORMATION
http://www.brandlearning.com/UploadedDocuments/Are%20You%20Wired%20For%20Insight.pdf
http://www.motivaction.nl/documents/ESOMAR_A_deep_dive_into_the_mind.pdf
http://www.visioncritical.com/system/files/WHITEPAPER_Disruptive_Trends_Ray_Poynter_Final.pdf
It ain't what you do, it's how you think by Wendy Gordon and Nitasha Kapoor, ESOMAR 2007
Why is good insight like a refrigerator? by Jeremy Bullmore, Market Leader, Summer 2005
The insight story by Suresh Ramalingam & Aruni Ghosh, ESOMAR 2009
Co-creating with consumers: a new way of innovating by Ana Medeiros and Andrew Needham, Market Leader, Spring 2009