CONSUMER INSIGHTS EXAM ONE

What is an insight?

A deep truth about the consumer, brand, or category that leads to stronger creative ideas.

Components of an insight

Truth (what's really happening in people's lives)

Tension (a frustration, barrier, or unmet need)

Motivation (what drives consumer behavior)

Fact vs. Observation vs. Insight

Fact = True, objective statement (e.g., "60% of students drink coffee daily").

Observation = Behavior noticed (e.g., "Students often drink coffee before morning classes").

Insight = Deeper understanding of "why" (e.g., "Students feel coffee is essential for focus and productivity, not just energy").

Where do you find insights?

Ethnography, interviews, surveys, social listening, purchase data, cultural trends, everyday behaviors.

Consumer Usage Rituals

Repeated, meaningful behaviors tied to a product (e.g., Oreo dunking, Starbucks customized orders).

Big Idea

A central creative concept that connects brand + consumer insight + strategy.

Role: Guides campaigns, ensures consistency, differentiates brand.

Persuasive Techniques:

Vivid Demonstrations

Show product working dramatically.

Persuasive Techniques: Scarcity

"Limited time only," FOMO.

Persuasive Techniques:Metaphors

Compare product to relatable idea ("Red Bull gives you wings").

Persuasive Techniques: Authority

Experts, influencers, testimonials.

Brand Frame

The context in which a brand is seen (luxury, everyday, eco-friendly, etc.).

Popular Culture

Brands gain power by showing up in memes, trends, conversations.

Brand Equity

The value a brand holds in consumers' minds (awareness, loyalty, associations).

Brand Position

How the brand is perceived relative to competitors (unique place in market).

Relation: Position drives equity; strong equity reinforces position.

Account Planning

Role vs. Function

Role = What a planner does personally (research, strategy, briefs).

Function = What planning brings to the agency overall (consumer voice, insight generation).

Tasks & Approaches

Writing creative briefs

Conducting research (qual & quant)

Building consumer personas

Monitoring trends

Testing creative

Position Titles

Account Planner, Brand Strategist, Consumer Insights Manager.

IMC (Integrated Marketing Communications)

Coordinated use of multiple communication tools to deliver a consistent message.

IMC (Integrated Marketing Communications)Role

Ensures synergy across channels.

IMC (Integrated Marketing Communications)Process

Research → Planning → Execution → Evaluation.

IMC (Integrated Marketing Communications)types of Messages:

Paid, owned, earned, shared (PESO model).

IMC (Integrated Marketing Communications)Synergy

All channels working together to amplify message.

Successful Campaign Contents:

Clear objectives, insight-driven strategy, big idea, consistent execution, measurable outcomes.

Creative Brief

Strategic document guiding creatives.

What it does: Distills consumer insight + brand strategy into actionable direction.

Types: Single-Minded Brief, Media Brief, Digital Brief, Channel-Specific Briefs.

4Cs Analysis

Consumer, Category, Company, Culture.

Organizational Storytelling

Using brand's history, purpose, and values to create meaning.

Culture

Shared values, beliefs, behaviors.

Trends

Patterns in culture that shift consumer behavior.

Relationship

Trends reflect cultural shifts; culture shapes what trends stick.

Purchase Funnel:Stages

Awareness → Interest → Consideration → Purchase → Loyalty → Advocacy.

Purchase Funnel:Importance

Maps consumer decision-making, guides media strategy.

Measurement & Segmentation

Benchmarking Aspects:

Awareness (do they know the brand?)

Attitude (how do they feel about it?)

Usage (do they buy it?).

Measurement & Segmentation,User Types:

Current, new, category, non-category, light, medium, heavy.

Segmentation:

Dividing audience into groups by:

Demographic (age, gender, income)

Psychographic (values, lifestyle)

Behavioral (purchase habits, loyalty)

Geographic (location).

Existence ≠ Association

Just because a brand exists doesn't mean people connect it with a category or need.

Attitude & Barriers

Attitudes shape purchase barriers (e.g., "too expensive," "not eco-friendly").

Personas

Research-driven fictional profiles representing target consumers.