Consumer Insights: The Deep Space

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What is “insight”?…

“The ability or power to see

and understand clearly the

inner nature of things.”

Why is a Good Insight Like a Refrigerator?

Because the moment you look into it, a

light comes on.

Jeremy Bullmore Member

WPP Advisory Board

Consumer insight is…..

• Getting inside the minds of the consumers ~ “Advanced Brand Management.”

• 'A discovery about your consumer that opens the door to an opportunity for your brand. ~ “Where's the Sausage?”

消費者洞察就是… ..

• “ 去發掘一個事實 一個 idea 或訊息 可以將人轉化為消費者 它是一種可執行的智慧”

• 消費者洞察已是現今廣告公司與客戶最重視的環節之一

• 尋找洞察 Insight 是一種統合整理的能力

奧美顧問董事 Jeremy Bullmore

Insight is much rarer– and

therefore more precious.”

“Insight is a precious gift.”

Phil Dusenberry

Former Chairman, BBDO

Information is where insights begins

Consumer insight is NOT….

X Product or category information that just tells us how they use the product and not what is really motivating.e.g. “I drink coffee in the afternoon to help me concentrate.”

X Information that is true but everyone knows it.e.g. “My job gets really boring in the afternoon.”

X Observations are true but don’t mean much on their own.“ I observe more people drink black coffee now.”

X Data that we collect but get no “wow.”e.g. “78% of the office worker take a break in the hour around 4:00 pm.”

Consumer insight is …..

• Information that “WOW” …..• The “Aha!” moment…..• 例 :

a. 女性比男性愛 shopping…

b. 女性比男性愛買健康食品…c. 只有百分之四的女性認為自己漂亮…

Insight≠Idea

• “A good idea can inspire a great commercial. But a good insight can fuel a thousand ideas, a thousand commercials.” ~ Phil Dusenberry

• Think: “A diamond is forever.”“Just do it.”“Impossible is nothing” (“All in”)“Priceless.”“Because you’re worth it.”……

Insighter≠Researcher

• Data analysis• Understanding of psychology• Social observation

• Consumer immersion 融入

• Intuition•Creativity….!

13http://fairyseyes.blogspot.tw/2014/03/blog-post_11.html

Insighter/Planner today

• A research expert

• A strategic mind

• A creative gatekeeper

• A trend analyst•A brand guardian

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消費者對談

Weekly Sessions with 4 Groups

趨勢變化觀察員 /專家

Trend Observers/Expert

街頭訪談

Intercept Interviews

國 外報告內

Local/Global Report

Example: McCann Pulse 與消費者持續互動的研究

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McCann Pulse 多方位的了解消費者

Panel( Survey. Diary…)

Panel( Survey. Diary…)

Media watch媒體觀

察Media watch媒體觀

察

PTT/Blogs/Facebook觀察PTT/Blogs/Facebook觀察

Source of

Insights

Mystery shopper

Focus group discussion

ObservationSecondary information

Email, onlineSurvey…

Interview

(people/expert…)

Tools for consumer insights….

Listen to what people say…• When I was struggling, drinking Coke was a luxury… and it made

me forget about everything -Male (Philippines)• “Yesterday Once More is the most important song in my life. When

husband and I listen to this song together, it seems like we are back to the past.” -Female(Hong Kong)

• ”Recognition as ‘Me’, not someone’s wife, mother, daughter, etc.” -Female(Bangladesh)

• “My parents were not affectionate, so I want to express a lot of love when raising my daughter.” – Male(Japan)

• “I just want to raise my children healthy and well. Make a lot of money so my wife won’t work.” – Male Family Builder (Korea)

• “All I dream for is for my child to do well in school and become financially stable” – (China)

McCannMcCann PULSEPULSE TM Is about understanding the world of people … Understand how they live their lives, and how they feel about their needs, their concerns, their hopes, and their fears etc., and... to find the themes of their

demands that will make them consumers

© 2005 McCann Erickson, Asia Pacific. All Rights Reserved.

Who are you Who are you talking to?talking to?

What do they What do they Want?Want?

Conceptual Target

An insecure, anxious 7-11 Mom

She is always open, 24 hours on-She is always open, 24 hours on-call for her kids and family call for her kids and family members. With the deteriorating members. With the deteriorating environment and depressing environment and depressing economic situation, she feels economic situation, she feels stressful because she is stressful because she is responsible for almost responsible for almost everything from kids’ health, everything from kids’ health, education to family finance. education to family finance.

Core InsightCore Insight

She desires to be perceived She desires to be perceived as a caring mother, who as a caring mother, who knows how to take care of knows how to take care of her kids and the whole her kids and the whole family.family.

However she feels her time However she feels her time is limited the information is limited the information are overloaded when are overloaded when shopping for kids and shopping for kids and family. She needs things family. She needs things that are simple, effective that are simple, effective and safe for the whole and safe for the whole family.family.

BBWomen love to snack. But Women love to snack. But

every time they indulge in every time they indulge in something they love, they something they love, they feel guilty about it.feel guilty about it.

AAWomen are looking for Women are looking for

healthier snacking healthier snacking alternatives.alternatives.

[USER] needs to ______ because [SURPRISING INSIGHT]_______________

Always ask why…

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Why do you run?Big Idea

Example…

• 喬山 "為愛而跑“– 也許你不知道，為了愛，跑過了這麼多的路， 但是你知道，為了愛，你想繼續跑下去， 為愛而跑 Run for Love

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