2. What is
Consumer
Insight?
Insight is a revelatory breakthrough in your understanding of
people in lives that directs you to new way in which to serve
your customer better.
Definition
Insight is the intersection between the interest of consumers,
category truth and advantage of the brand.
Structure
3. What is
Consumer
Insight?
I want a oral solution for
long-lasting fresh breath to
gain extra confident to get
closer
- Close up -
I want my children can feel free to
play and develop themself even if
they can make the wall of my house
be dirty.
Decorative paint that is easy to
remove that dirty can remove my
worries
- Dulux Easy Clean -
Example
Category, advantage of brand and interest of consumer
4. HOW TO
FIND
INSIGHT?
Business
Challenge Observation
Information
about
what
people
think and
what they
do
Understanding
Develop
understanding why
people think and
do that. To figure
out their
expectation, their
dream, their deep
need… behind
their action.
Insight
Gain
understanding
what our
brand/company
can satisfy need
& desire in new &
competitive way
Define objective
and area of
finding
observation
5. In Tet holiday, I always find very
meaningful gift for family,
relevant and friends
HOW TO
FIND
INSIGHT?
Sales revenue of Orion cookies is low in Tet
holiday. How can we sell it more?
And It take me much
time to choose
satisfactory gift
Choosing Tet gift is best way to express love, respects to each
other.
So the importance of that gift make me so pressure
Observation
Business
Challenge
Understanding
Insight
Choosing Tet Gift make me so pressure. I want a easy option
of gift that is fullt meaningful and highly appreciated by
receiver
6. Aestetic: Gestures or symbols that are
shared among the consumer
Beliefs and attitudes
Social or Individual self
LEVEL OF
INSIGHT
Philosophy
Hobby: Everyday problem
Emotion or sensation
More
deeper
1
2
3
4
5
6
7. “So I usually forget to brush my tooth at night because it is
the last priority thing I do for day” - P/S campaign for
brushing twice a day -
Example
“I want to win my-self and reach self-belief to do what I
want.” – Nike -
“I want the third place to feel relaxed and
comfortable, far away from busy home and tiring
workplace” – Starbuck -
“The great candy I want melts in my mouth
instead of my hand” - M&M -
I believe the real beauty is beauty for real without artificial
factor, which is fully attainable and rooted in taking good
care of my self – Dove -
LEVEL OF
INSIGHT 1
2
3
4
5
6
“I am a man so I want to act more simple than woman even if in
drinking beer”- GoldBeer- “Thank God I’m a man” campaign
