mastering consumer insights - how to unleash the full potential of your business

Mastering Consumer Insights

HOW TO UNLEASH THE FULL POTENTIAL OF YOUR BUSINESS

AgendaWhat is an Insight?

Why Insights are so important?

Where Insights come from?

What is AN INSIGHT?

1

an hidden truthThat opens TARGET consumer’s door to the brand

Exciting and mind-opening.It sounds easy once you discover it

Creates new relevant growth opportunities and it’s

ACtionable

Why Insights are so important?

2

“Life isn’t about what you buy, but about the relationship you have with the people you care about, and the special moments you can share with them by buying things”

“Life isn’t about what you buy, but about the relationship you have with the people you care about, and the special moments you can share with them by buying things”

If you have a bodyyou are an athlete

Where Insights COME from?

3

Analyze FACTS AND DATA

Connect with consumers

Absorb knowledge

Unlock Understanding

Consumer centricity is the way

PROCESSESORGANIZATION

PEOPLECULTURE

What is an Insight?

Why Insights are so important?

Where Insights come from?

Insights – Examples

18

Sometime I need a third

place between home and

office to have moment of

pauseIf you have a body, you are an athlete

While pre-teen

adolescents teens say

they want to be trendy,

they actually are the

antithesis – they want

fashion that is ‘lasting’ so

they will fit in

Further Examples and Information Insights – FURTHER INFORMATION

http://www.brandlearning.com/UploadedDocuments/Are%20You%20Wired%20For%20Insight.pdf

http://www.motivaction.nl/documents/ESOMAR_A_deep_dive_into_the_mind.pdf

http://www.visioncritical.com/system/files/WHITEPAPER_Disruptive_Trends_Ray_Poynter_Final.pdf

It ain't what you do, it's how you think by Wendy Gordon and Nitasha Kapoor, ESOMAR 2007

Why is good insight like a refrigerator? by Jeremy Bullmore, Market Leader, Summer 2005

The insight story by Suresh Ramalingam & Aruni Ghosh, ESOMAR 2009

Co-creating with consumers: a new way of innovating by Ana Medeiros and Andrew Needham, Market Leader, Spring 2009