1. Why we need them. Meeting 2
Consumer Insights
Why we need them.
Meeting 2

2. Sweet Spot Section 1 Consumer insight + brand insight = ss
Marketers who are satisfied with surface insights and don’t use brand insights miss the ss.
Use the 5th P: People/personalization
We need to know who are customers are and how they look at life.

3. Consumer Insights
What four things should a marketer should know about you? Why?
What are you thinking about now?
How do your thoughts differ from marketing objectives?

4. For each client or brand:
Define your customers the way they think about themselves.
Look at life from their point of view.
Think about the best ways to bring your products and services to consumers.
EXERCISE: How will you do the above with parents buying video games for their kids?

5. Make a connection
Describe an advertising message that made a connection to you.
What action did you take after the connection was made?
Do advertising messages always lead to behavioral changes?

6. Persuasion and persuading
What person have you tried to persuade recently?
What were you trying to accomplish?
What was the outcome?
What insight did you use for success?
What insight did you miss for failure?

7. Consumer’s shoes
How would you put yourself in the shoes of a consumer 65+ with an active lifestyle whom you wanted to persuade to buy Rockport walking shoes?
How would you put yourself in the shoes of a teenage consumer whom you wanted to persuade to drink milk?

8. Insight research Don’t conduct consumer research if:
Research isn’t necessary in this instance.
Previous research answered your questions appropriately.

9. Why research fails The wrong questions are asked
Researchers anticipate answers and guide results
Questions are asked incorrectly
Just asking changes the situation
No such thing as scientific objectivity

10. Why research fails Experiments are conducted
People are not animals in labs
Relationships are created outside traditional facilities
Natural habitats are the best settings for informal group discussions

11. Why research fails Researchers interrogate
Disclosure rather than discussion is desirable
Terms and assumptions must be explained
People don’t mean what they say
Pleasing the moderator (halo effect)

12. Why research fails
The ‘gap’ between what people say and do is not recognized
Numbers don’t inspire creativity
People interpret research differently
Moderator notices body language
Observer draws different conclusions
Researchers stick to old rules
Creativity means thinking out of the box

13. Research Assumptions Ask reasons why; seek meaning
Qualitative methods
Ask reasons why; seek meaning
Use natural setting
Rely on subjectivity
Pose a research question
Find multiple truths
Quantitative methods
Record how many, how often, when
Use standardized forms and spaces
Seek objectivity
Test a hypothesis
Find a single truth

14. Qualitative Researchers
Want to know the categories of meaning consumers use in everyday life
Use observation and unstructured interviews to probe meanings
Allow concepts to emerge from the data
Collect and interpret narrative data
Analyze data using codes and categories
Establish relationships with consumers

15. Meaning is key to understanding
What is your favorite possession?
How did you acquire it?
What story can you tell about what it means to you?
How can this insight help to understand how to sell you a brand?