[ASSIGNMENT 4.1] Insight activation process

[Ngân Trần & Vân Hương]

1. OBSERVATION

2. INSIGHT

3. PLATFORM

Things seen, heard or read or factswhich help ILLUMINATE consumerbehavior

My kids cannot brush their teeth at school

and sometimes in the morning due to the rush

and an unwillingness to do so.

Penetrating understanding ofpeople, which provides hooks andclues that leads to brand buildingopportunities

I need an easier oral care for my kids because they are on the go

CLUSTERS of insights related around a common theme, which triggersinsightful, persuasive brand activities.

“Oral care on the go”: Product offerringconvenient oral care (chewing gums)

Benefit of IAP Excellent insight & inspiring platformConcrete ideaKnowledge building & expertise for long-termConsumer centric

5 steps of IAP

Objective

Business translation phase

Gather information (Interrogate existing data & explore more by direct consumer research

I noticed women drinking in group rather than alone, looking at what drinks others ordered before ordering for themselves

Incident RoomObservation Rules

Fresh Eye BOSCARD

Information Insight Platform Action plan

Mix rulesYour idea energiser

Heads and hearts Activation platform

DEFINITION

EXAMPLE

TOOL

To develop a new alcoholic drink for young professional women

I want to share joy and happiness with my friends, but in a feminine and safe way

A ritual sharing with friend to mark the transition from work to fun mode

Create product:Poc Poc – a drink makes the loud noise when opened to turn on the play mode

Set objective (define task and target customer)

Finding insight from collecting key observations

Connect insight into insight platforms

Generate idea from insight platform, then execute Action Plan

Launching strategyTracking tools

Insight generation phase

Consumer understanding phase

&

Target consumer

• Dutchurban Shoppers• BC+• Hunt for cheaper product• Usually go to supermarkets.• Shop for whole family

Creating Loyal Fan Together (2008)

Task

Brand communication for Unilever and Albert Heijin

BIG IDEA: Sponsorship for Dutch Soccer

ACTION PLAN

Premier League WorldCup Qualifiers Street Soccer

1.

4.PLATFORM: A soccer league gathering all kids to activate physical activities. Kids have opportunity to show talents and gain awards.

5. Retailers are becoming Mega Brandsin their own rights: enable privilegedcontacts, unique to partnership, reflectthe speed and flexibility of retailenvironment.

The price is becoming the hottesttopic because of economic downturn

2.

3.How can I get my child

actively playing ouside –away from computer?

Is there an innovative way to attract families

to my hypermarket for bulk trips through

local marketing?

How can I find new ways to deliver my brand promise of

Vitality?

I want my child play

outdoor in a safe and

cheap way

Target consumer

•Worldwide young urban parents• AB+• Busy life

Task

Quinny is cannibalizing

=> brand repositioning through innovation

BIG IDEA: Product development Longboard stroller(= stroller+skateboard)

1.

4. PLATFORM: Redesign product to be much more suitable for moving with a child

5.

WHO?127 parents in 7 cities (New York, Sao Paolo, Berlin, London, Tokyo, Kuala Lumpur and Seoul)HOW?Get sufficient numbers of observation in daily life and routine through dual screen mobile community application.OBSERVATIONUrban parents usually use strollers to help them shop easily at grocery

2.

3. I use strollers to shop easily at grocery because it’s so

convenient for young moms like me

Strollers makes young moms be hard to bring other stuffs.

Quinny strollers make young moms look fashionable,

but not really flexible

I feel limited in the distance I cover in the city compared to my life before having kids

Brand innovation of baby stroller all over the world

ACTION PLAN Concept test and consumer test via media and Facebook

Launch via newspaper, TV Show

Target consumer

• Mom•ABC•Care for family’s meals

Task

1.

4. PLATFORM:“Heinz Shape It” - Consumers choose ketchup package they like

5.

2.

3. I want a ketchup tasting fresh with origin from

nature

Tomato ketchup producers create

product having same industrial flavour, not fresh as home-made

ketchup

Heinz ensures ketchup producing from best quality

tomatoes picked at safe farms.

Fresh flavourreflects through

package design

To innovate package design to truly reflect the quality of tomato ketchup.

Packaging innovation of Heinz tomato ketchup

Online ethnography:(3 weeks, 28 consumers, 1000 photos) through 2 methods: activation (using ketchup more often) and deprivation (no consume any ketchup for few days)Crowd interpretation: one-hour gameObservation:

-Naturalness as indication for quality-Present to impress-Eating with your eyes

ACTION PLAN Community platform design Community management plan Consumers engagement plan

BIG IDEA: “Heinz Shape It” community (obtain consumer feedback and ideas for packaging & stimulate the connection between Heinz and designers and consumers)