young marketers elite 2013 - assignment 1.1 - thiên an_huỳnh phong
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Consumer Need – is a consumer’s desire for a product category’s specific benefit on a functional or emotional level during a specific time or situation
Consumer insight is the intersection between the deep subconscious reason why a consumer decide to care about a thing and features of the brand
Example: When a Vietnamese consumer choose a TOYOTA car
Consumer need is “I want travel fast, conveniently, safely with my family members” take people to decide having a car.
Consumer insight is “A durable and familiar car is good for me and my family, in using, repairing, including selling for money”
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HOW TO FIND AN INSIGHT?
1. Find behaviors of consumerConsumer observation in homes, accompanied shopping trips, focus group observations, one-on-one meetings, reading relevant consumer magazines, visiting on-line chat rooms, talking to trend experts, talking to category experts, re-reading market research reports with fresh eyes---> Fundamental truth 2. Ask Why (5 times) to dig deeper to understand why a consumer makes the choices they do3. Choose the right insight base on the problem and brand proposition4. Check it
CHARACTERISTICS OF A STRONG INSIGHT
1. Aha!a combination of surprise and something familiar2. It's me !Relevance and familiarity3. Tensionit’s not just about being relevant; consumers should also feel a need to change something to an existing situation4. Generate Dozens of Ideas
OMO
Consumer insight: I want my kids to freely develop without any concern
EXAMPLE
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• Consumer needs: I need a thin, light and good design tablet supporting well to my work and entertainment.
• Consumer Insight: I want a high fashionable tablet expressing my status, my sense and my trendy lifestyle.
9.7 inch469 gram7.5 mm thin28% lighter20% thinner24% less volumeTwice in power with A7 chip & M7 coprocessorBeautiful design & beautifully integrated
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