[YOUNG MARKETER ELITE DEVELOPMENT 2] WEEK 2: CONSUMER INSIGHT PART 1

MARKETING ULTIMATE GOAL - SERVING CONSUMERS' NEEDS

Ngo Phuc Nguyen

CONSUMER INSIGHT

The revelatory breakthrough in understanding of consumers (fears, desires,...) which provides hooks or clues that that directs you to new ways in which

to serve your customers better

4 Elements of Insight

A fundamental truth

Category specific

Deep emotional driver

Personal

& & &

I like to thing of myself as a creative sort of person. Whether at home or at work, I

look for ways to express my creativity. PSs can be very boring in the way that we look and constraining in what they allow

me to do

FOR EXAMPLE

My priority is simplicity in all that I do. Information technology can be very

complicated and so I need a really good PC that will give me access to everything I

need easily

Dirt is experience, dirt is good. It’s only

when you’re free to get dirty that you

truly experience life and grow

Based on the observation (What they say? What they actually do?)

Keep asking Why? (Why they say what they say? Why they do what they do?)

Why is that important? Which means….?

So what? Select Insight

And check Insight with 4 questions Is it a new angle on a real truth?

Will it resonate with your customer (both emotional & functional level)? Will it provide you a real competitive advantage specific to your target group?

Can you read it aloud without cringing with embarrassment?

FIND INSIGHT

After Segmenting and Targeting

Focus Group

FOR EXAMPLE

Kids clothes get dirty

OBSERVATION

WHY?

WHY IS THAT IMPORTANT?

INSIGHT CHECK

Dirt is experience, dirt is good. It’s only when you’re free to get dirty that you

truly experience life and grow

I’d rather my kids got dirty and learned something than

were clean and didn’t!

By playing they are building friendships and

learning new things

They are thinking about their games with their friends not their clothes

They can’t help it when they are playing

√ √ √ √

THANK YOU

Ngo Phuc Nguyen