consumer insights

consumer insight

a deep understanding of how the targeted clientele thinks and feels

a good consumer insight

consice, evidence based human truth about a specific audience in a specific context that reveals a tension/payoff your brand can uniquely deliver

tension insight

explains hesitation in consumer behaviour, theres a conflict blocking action

• role of the brand; remove friction, reduce risk and resolve conflict

example of core consumer tension insight

• many aspirational and collector buyers want a rolex but distrust the secondary market (fakes, hidden repairs and uncertain provenance and value)

• they hesitate to buy pre-owned so a brand guarenteed certification that removes authenticity and condition risk unlocks demands

payoff insight

explains attraction, theres no real blocked, people move toward a valued aesthetic, identity or cultural benefit

• role of the brand; amplify reward, make the payoff richer, easier and more visible

payoff insight example; gender fluid fashion

• because exprimenting with gender codes signals creativity and cultrual capital in their peer groups, fashion forward shoppers seek modular, androgynous pieces to express range

• allows brands to offer mix and match silhouettes and neutral palettes earn preference

tension vs payoff insight

• if the behaviour is blocked by fear, friction or uncertainty it is likely a risk/assurance tension case

• if the behaviour is pulled by aesthetics, identity or cultrual meaning it is an aesthetic/identity/context payoff case

example of consumer insight formulation

observation: i would like to eat 5 fruits and vegetables a day

motivation: because its good for my health and balance

barrier: i dont have time to cook

brand response: knorr life bottles fruits and vegetables

qualitative methods to find good insights

• individual interviews

• in group interviews, focus specifically on different types of groups

• data can be recorded in many of the same ways as interviews

defining who could be the consumers of your product

perscriber; who advises and recommends

decider; who makes the decision to purchase the brand

buyer; who pays

user; who consumes or uses

projective methods

construction techniques; “tell me about a movie in which the orangina brand is the heroin’

association techniques; “tell me the first words that come to mind when i tell you monoprix”

completion techniques; “the people who watch arte are…”

expressive techniques; “what if ford was an animal? a country?”