adapted for pumba-how to ride the consumer insight motorbike iim a part1

7/31/2019 Adapted for PUMBA-How to Ride the Consumer Insight Motorbike IIM a Part1

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How to ride theConsumer Insight Motorbike

A learn-by-doing workshop by Univbrands

Advertising Club Calcuttapresents


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Learn by doing

Choose a product or service

Express it as a brand

In todays brand sensitive world, which is the mediumthat has the highestOTS* ?

*Opportunity to be seen


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Participants present

Introduce yourselves

Introduce your brandShow or describe the face of the brand


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What are you really selling?

Products have rationales

Brands have emotionales

To discover a brands emotionale you have to

understand the target consumer The emotionale will always be based on a strong

consumer insight


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Some examples ofconsumer insight

People take pictures to preserve memories

Kodakis really selling memories

People change watches depending on what

clothes they are wearing Titan is really selling fashion

What are the brands you admire?What are they

really selling?Whats the consumer insightinvolved?


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Students at MICA came up with theseWhich of these are true consumer insights ?

Camlin : Children crave to have a close companion withthem while growing up.

LG golden eye TV: A mother worries that rays emittingfrom television can harm her childs eyes.

Bajaj: Indian youth is modern yet traditional at heart.

Marlboro: Every male has a hidden desire to lead the life ofa cowboy.

Lux: Every girl has a hidden desire to be a film star

Cadburys Dairy milk I want to share the things I lovewith the people I love.

People want to share things they love with those that theylove


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Good consumer insights

The Thats very true feeling

Observation of consumer behaviour or belief

Universal truth

AnAha Factor

Could span Product Categories Because it is true of the consumer, not of the product


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How does one discover a consumer insight?

By talking to consumers

By developing your powers of observation

By drawing on a lifetime of research

By using common sense

It is, finally, as easy as riding a motorbike


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Two crucial questions for any brand

1. At whom is the brand aimed?

2. What are you really selling?

There are two more.


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Key Brand Planning Question 1

At whom is the brand aimed?

Everybody = Nobody Define a mindset Demographics is for media planners.

Mindset is for brand planners.

This mindsetwill be associated with the brands emotionale

Find out what the target consumer thinks, feels and does

Not just about your product category. But about his or heremotional needs that you could satisfy.

Knowledge, Attitude and Behaviour (KAB) studies help. Butnot everyone can afford them.

You can do this yourself. You meet consumers every day.

Formal Market Research rarely throws up consumerinsights. Engaging consumer contact does.


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Key Brand Planning Question 2

Whats the brands emotionale?

Is it based on a consumer insight? Does it connect with the product rationale?

If you dont already have an emotionale, start with

alternative hypotheses.

What couldthey really be buying?

Then devise an engaging mind game that will help youunderstand the consumer


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Devising engaging consumer games

Consumers can spot market researchers from a

mile All Asians tell market researchers what the market

researchers want to hear

Make your research inventive, engaging The respondent must enjoy the conversation /

interaction

Avoid revealing the product or brand you are

researching Explore the hypothetical emotionale Not the product or service. Observe where the

product or service naturally fits in

Listen with your eyes. See with your ears.


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Meet the consumer

Use flattery

Excuse me. I couldnt help noticing your ( ). Where didyou get it?Make friends. Find a common ground of interest

Use projective techniques See that person? Why do you think he goes to a

multiplex?

Use engaging games Here are three (intriguing visual props). If you tell me

what you feel about them, I will tell you what you preferin (product category)

Make sure everyone on the team knows your game planfor contact with the consumer

Make notes afterthe consumer contact, not during it.


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To be continued

adapted for pumba-how to ride the consumer insight motorbike iim a part1

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