insight digging

Insight Digging

Key insight is seeing ‘inside the consumer’

Aspect of all you know about the consumer:

how brand can solve a problemor create an opportunity for them

The insight is specificto the competitive situationand to the target.

Must have: TensionInspirationBelievabilityPower

Key InsightKey Insight

‘‘I wish to get married I wish to get married to a handsome princeto a handsome prince ’’

Key InsightKey Insight‘‘Fragrance of my current talc does not last long Fragrance of my current talc does not last long and I miss opportunities to enjoy lifeand I miss opportunities to enjoy life’’

Key insight: The process

Obtaining information about what people think and do

Building understanding about why they do it

Achieving insight into what the business can do to satisfy their needs & wants in new ways

Taking action to deliver these solutions in the market

How to get an insight?

What role does category play in consumer’s lives?How can the brand improve someone’s life?

What paradoxes of conflicting needs do people face?What opportunities are they looking for?

When and why is it important for product to work? Who will notice?

What is the standard of excellence in the category? Who do consumers envy?

Keep asking ‘why’to find the real needbehind an obvious insight

Keep sentences as;

Fact......but.....because.....definition of a need.

Fact......but.....because..... definition of a need.

1- ben bir anneyim ama bir genç bir kadınım da çünkü anne olunca insan kendine zaman ayıramıyor bu yüzden pratik bir şekilde bakımlı ve güzel hissetmek istiyorum.2- her gün otobüsle işe giderim ama hep taptazeyimdir çünkü çok kalabalık ve terleten bir ortam bu yüzden terlememeye ihtiyacım var.3- işimde kendimi göstermek istiyorum ama üstlerimle konuşacak konu bulmakta zorlanıyorum çünkü işte yeniyim, günlük konuları ayaküstü öğrenebilmeyi isterdim.

Fact ….but

because

if only

“Bazen ofise makyajsız giderim ama rahat edemem

çünkü patronum beni hasta veya güçsüz zannedebilir;

keşke sabahları makyaj yapmak daha kolay olsaydı.”

TACIT NOT OBVIOUS TO EVERYONE

TRUE AND ALMOST UNIVERSAL TO

TARGET

TRIGGERS ACTION

TOUCHES THE HEART FOR EMOTIONAL CONNECTIONS

TENSION INVOLVED

CORE INSIGHT

5T Insight Model

Principles for Successful Insight Development1. Begin with the end in mind2. Insights are target specific3. Insights flow from in-depth, relevant consumer/shopper

knowledge4. Insights are built on holistic understanding5. People who need to act on insights need to be involved in

creation of insights6. Big ideas start small – identify seed ideas7. Getting to powerful insights takes hard work AND

knowledge8. Powerful insights create powerful reactions: You know it

when you’ve got it!9. You may not be 100% right the first time10. Powerful insights have a long shelf life!

TRUE TACITTOUCHES THE

HEARTTENSION

INVOLVEDTRIGGER

• Tends to be universal as it is linked to human nature /behavior/ beliefs

• Although you can find local expressions of an universal insight

• Becomes obvious when you say it but was not (hindsight)

• You can immediately relate/sounds familiar (insight)

• Then opens new directions (foresight)

• Makes you stop & reflect on yourself puts a smile on your face

•“You obviously understand me”

•“That’s true, I never thought about it that way”

•“That is sooo true”

• Consumers are human beings with a multitude of values, needs, beliefs and behaviors that are not always consistent.

• Great insights bring consumer paradoxes into the open and resolve them.

• You know immediately what you can do with it (to leverage your brand value and drive purchases)

5T Insight Model

İçgörüde 5G Testi!

GerçekGizli

Gönül okşayanGerilim yaratan

Gaza getiren

“Bazen ofise makyajsız giderim ama rahat edemem

çünkü patronum beni hasta veya güçsüz zannedebilir;

keşke sabahları makyaj yapmak daha kolay olsaydı.”

İçgörünün G Noktası!

GerçekGizli

Gönül okşayanGerilim yaratan

Gaza getiren

Efsanevi “Got Milk” KampanyasıSon derece güçlü, net bir içgörüye dayanır:İnsanlar dolapta sütün bittiğini, tam ihtiyaç duyana kadar farketmiyorlar.

İçgörünün G Noktası!

GerçekGizli

Gönül okşayanGerilim yaratan

Gaza getiren

Omo “Kirlenmek Güzeldir”

“I always warn my child to be careful not to dirt his clothes because washing laundry is tiring task which takes a lot effort and time but I feel guilty because I feel like I’m limiting my child’s freedom which is important for his/her healthy growth.”

İçgörünün G Noktası!

GerçekGizli

Gönül okşayanGerilim yaratan

Gaza getiren

ING“I don’t prefer to work with international banks because I feel like I’m betraying my country by giving away national resources but I want to invest money in the best way since it represents years of hard work.”