planningtheimportanceofconsumerinsights-130209075112-phpapp02.pptx

8/16/2019 planningtheimportanceofconsumerinsights-130209075112-phpapp02.pptx

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and the Importance of

consumer insights

PlanningPresented by Karen Saba


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What do you thinkplanners do?


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Agency Structure

Picture Credit GrifnFarley http://!slideshare!net/gri"nfarley/strategic#planning#in#ad$ertising#%&&%%'(


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)ne half creati$e and the otherbusiness

Planners

are% people in*+

Picture Credit CutenessAreej http://!,ickr!com/photos/cutenessaree-


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We are

atthecrossroads of:

Societal .rends

C o n s u m e r

K n

o l e d g e

randStrategy


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A research e0pert

A strategic creative mind

A creati$e gatekeeper

A trend analyst

A brand guardian

)ur Key

1olesIn theAgency


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Creati$ePlanners

.heAnthropologists

.he Critical

.hinkers .he )bser$ationalPlannersy the 2umbersPlanners

.he 3ack of all .rades 4

i 5 e r e n t t y p e

s o f

l a n n e r s

Credit: http://!accountplanningblog!com/%&*%/&%/(#types#of#account#planners!html


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A. .67 C)17

)8

7971.6I2;W7 4) IS

<


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THEINSIGHT


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“At the heart ! an

e"ective creativephilsphy is the

#elie! that nthing iss p$er!ul as an

insight int hu%annature& $hatc%pulsins drive a%an& $hat instincts

d%inate his actin&

even thughhis language s

!ten ca%u'ages$hat really

%tivates hi%()

*I++*E,N*ACH


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A fundamental truthabout human emotions / behaviour,which can be leveraged to build a

brand

What is anInsight?


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People don=t

ant>uarter#inchdrills! .hey ant

>uarterinch holes!“

“


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A C)2S@71I2SI;6.IS

2).


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@others are tired after a long day of taking care ofthe babyA2)S719A.I)2


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&B of mothers buy baby care products fromthe pharmacyAS.A.IS.I

C


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)bser$atio

ns

record hat people do

or say

Insightsanser the >uestionWhy?D


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Insight6as a clear tension in itIs an unmet needIs e0planatory and not descripti$e

Is not hat a consumer does but hatdri$es them to do it

Creates a reason for the brand to playa role in your life

Ansers the >uestion EWhy?F notEWhat?F


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)S719A.I

)2Womenarelooking forhealthier

snackingalternati$es

.hese areomen ho

lo$e to snackbut e$ery timethey indulge in

something theylo$eG they feelguilty about it


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.he a$erage Hrst time mom inKSA is %*

Women are tice as more likelyto consume healthy food as menare

A omanDs skin is a re,ection ofho she feels inside and outGhen her skin feels goodG shefeels more social and outgoing

Women shop more than men

&B of the A7 population are70pats

8ind the

insig

ht


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.he a$erage Hrst time mom inKSA is %*

Women are tice as more likelyto consume healthy food as menare

A $%an-s skin is are'ectin ! h$ she !eelsinside and ut& $hen herskin !eels gd& she !eels%re scial and utging

Women shop more than men

&B of the A7 population are70pats

8ind the

insig

ht


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4i5erent types of

insights * ,

A N

.

/ , 0

. 1

C T

C 1 + T 1 ,

A +

C 0 N S

1 2

E ,


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.he uni>ue =ritual= of preparing**J! secondsM and ser$ing

;uinness means drinkers ha$eto ait ith a groing sense of

anticipation for the perfectpint! .his anticipation and its

attendant emotions ofsuspense magniHes the reard

of the Hrst sip!

rand Insight #

;uinness


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A motherG or grandmother ill

alays see her children -ust asthatG children! 7specially henit comes to foodG she ants to

make sure they are ell fed andhealthy! ItDs also another ay

for her to sho her lo$e!

Cultural Insight #

.aanayel


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With a great conHdent smile andniceG clean teeth you can get

aay ith a lot more than younormally ould!

Product Insight #

Crest


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A mother ants

reassurance that sheis caring for her

baby and is lookedupon by others inthe best possible

ay!

Consumer Insight

N 3O3


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Why is a great insightlike arefrigerato

r?


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Because the moment you look into it,a light comes on.


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randPositioni

ng

Consumer

Insight

ut here does the brand Ht in?It has to relie$e a consumer tension! .here has to be a role

for the brand!)therise hatDs the point?


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As a dieterG I canDt standdepri$ationG especially theindignity of e0treme portion

control! I yearn to en-oy a regularportion of something rearding!

Sugar#free 3ell#) satisHes youith a full cup of seetG cooldessert for only

calories!

7arly in lifeG the Hrst car of mydreams as a 3aguar!

3aguar EreHres your desireF byrecreating your childlike senseof onder at its magic!

ife seems inundated ith thingsbearing price tagsG hile I caremost about the special peopleand e0periences that gi$e lifereal meaning!

@asterCard helps you sa$or thepriceless relationship ande0periences in life by takingcare of the things money canbuy!

Some moree0amplesInsig

ht1ole ofrand


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)ne great insight is

orth a thousand goodideas

N Phil 4usenberry

EIn the ad$ertising businessG a

good idea can inspire a greatcommercial! ut a good insightcan fuel a thousand ideasG a

thousand commercials!F


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ou can close your eyes

but you can ne$er closeyour nose!

8ebreQe


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While you sit back and en-oy your ,ightG your suitcase ill go throughhell and back!

Samsoni

te


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;uess theInsight


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Some campaigns ha$e no

insights .hey are pure entertainment / story telling or brandbelief


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Keep in .ouch

karensaba

!karensaba!com

karensaba&&gmail!com

uk!linkedin!com/in/karensaba

planningtheimportanceofconsumerinsights-130209075112-phpapp02.pptx

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