CONSUMER INSIGHTS

Consumer Insights are belowthe-surface attitudes and beliefs that influence customers
behavior. A consumer insight is a deep probing knowledge of the consumer that is
relevant to the brand and that can be leveraged in the communication

Consumer insights lead to the Big Idea which is a brief description of the total creative
concept of the ad that will be reflected in all creative materials, that will unify the
campaign and distinguish it from competitors campaigns

A good creative idea takes the dull language of the strategy statement and transforms it
into an exciting, attention-getting and memorable message.

The Big Idea

synthesizes the purposes of the strategy
joins the product benefit with consumer desire in a fresh, involving way
brings the subject to life
makes the audience stop, look, listen
translates the strategy into a catchy umbrella theme that unites all the various
brand messages, and contributes consistency to the various brand messages.

Finding Consumer Insights

The search for consumer insight has been described as a process of discovering gems
hidden in the research or diamonds in the data

To help find diamonds in the data or search for consumer insights, one must:

1) Develop a deeper understanding of the consumer. Get beneath the surface to

discover his values, beliefs, attitudes, expectations.

2) Put yourself in the consumers shoes and look at the world from his perspective.
Explore his world rather than get his view on your views.

3) Talk to the consumer. Get closer, build rapport with him and develop genuine
dialogue and empathy.

4) Read through what the consumer says. Consumers dont give insights. They
provide hints and clues towards an insight.

The Process

Define target consumers based on

Core demographic groups
Product usage (users v non-users)
Geographic location
 Recruit representative consumers/ respondents

Carry out the in-depth interview

Venue: consumers natural habitat (at home, workplace, business, point of
purchase, shopping, at leisure, while traveling on the road)

Cull the data. Group responses according to a central topic or theme.

Analyze the data. Get a good understanding of the target market from the
responses.

Look for hidden meaning or insights.

Research Assignment: Consumer Insighting for the IMC Plan

Study Methodology

Define target consumers based on

Core demographic groups
Product usage (users v non-users)
Geographic location

Target Market:
Single females, aged 18 to 25 from ABC income homes, either repellent
non-user or lapsed user
They are idealistic and they aspire to have all the good things in life. They
like to hang out with friends or go out on dates. They stand out in a
crowd. They project confidence. They take care of themselves, often
adhering to health and beauty regimens to ensure they always look their
best.

Recruit representative consumers/ respondents

Conduct the interview/discussions with respondents. The interview may be done

with all the respondents in a group discussion or individually.

Take down observations/insights.

For demographic profiling, the group may use the form below. The group however may
devise its own form and include other information it deems necessary or interesting.

For the interview with the respondents, the following are some suggested questions. The
group may use this questionnaire, amend it or add to it as it may find unnecessary.

What are your hobbies? special interests?

Do you go out a lot? with whom?
How do you spend your weekdays? weekends?
What do you think about your life right now?
How do you see the future?
What are your secret fears?
Do you worry about problems that could hinder the achievement of your
goals?
Do you take protection against diseases or other things that could ruin your
appearance?
Are you bothered by insect bites?
Do you use protection against insect bites?
What protection do you use against insect bites?
Do you use insect repellents? Why or why not?
Do you read any publication?
What publications do you read?
How often do you read these publications?
Where do you get copies of these publications?
What are your favorite magazines?
Why do you like them?
Do you have favorite columns, features, writers? What and who are they?
Do you watch TV?
How often do you watch TV?
When do you usually watch TV
What are your favorite channels/programs?
What programs will you never miss?
 How do you watch TV? On schedule using the TV set? Livestream or on-
demand using your computer, laptop, tablet or cellphone?
What websites/TV content provider do you usually access?
Do you listen to radio?
How often do you listen to radio?
When do you usually listen to radio?
How often do you listen to radio usually listen to radio?
What are your favorite stations?
What type of programs do you listen to? Music? What type of music? Talk?
Commentaries?
Do you have favorite radio personalities? Who are they?
How often do you go out of your home?
Which routes do you take?
What do you usually do when traveling on the road?
Do you notice billboards or other signages along the street when you travel
outside your home?
Which billboards or signages do you remember most?
What attracts you to these billboards?
Do you go online?
How do you access the internet?
How much time do you spend online?
What are your favorite online activities?
How much time do you spend on these activities?
What websites do you frequent?
What apps do you like most?
Do you have favorite bloggers? vloggers?

Gather the data and analyze them.

Submit a consolidation of all the information as follows:

A summary of respondents information (number, age range, SEC)
A summary of findings and insights in terms of:
Lifestyle, interests, hobbies, activities
Psychographics opinions, attitudes, aspirations
Product-related behavior (product usage)
A summary of findings and insights in terms of:
Media consumption, habits, affinitiy,etc
Conclusions and recommendations in terms of:
Message strategy/The Big Idea
Media touchpoints