1. Consumer / customer INSIGHT
Build a deep understanding of you potential consumer / customer

2. Example of insight’s successfulness

3. berdampak terhadap kenaikan Rinso sebesar 21%.
Sukses program RAM diawali dengan basis data riset yang menunjukkan persepsi negatif masyarakat yang merupakan sebuah insight yaitu anggapan bermain dan berkotor ria itu tidak baik buat anak-anak mereka.

4. Consumer Insight 1) a person or thing that eats or uses something.
2) a person who buys goods and services for personal use: [as modifier]
consumer demand.
(Oxford dictionary 7th edition)
consumer • n.
1) a person who buys goods or services from a shop or business.
2) a person of a specified kind that one has to deal with:
he's a tough customer.
(oxford dictionary 7th edition)
customer • n.

5. insight
1) the capacity to gain an accurate and deep understanding of something.
› an understanding of this kind.
2) Psychiatry awareness by a mentally ill person that their mental experiences are not based in external reality.
- DERIVATIVES insightful adj. insightfully adv.
- ORIGIN ME: prob. of Scand. and Low Ger. origin.
(oxford dictionary. 7th edition)
insight (1)• n.
a clear, deep, and sometimes sudden understanding of a complicated problem or situation, or the ability to have such an understanding.
(cambridge dictionary )
Insight (2)

6. Consumer Insight
Consumers can seem fickle and contrary, but when you have the right information they’re actually pretty predictable
Consumer insight focus on measuring and bring a deepen understanding of consumer (customer) from every angle, then give producers the tools and insights to make informed decisions
ons/consumer-insights.html
statements that capture a clear and deep understanding of a consumer's attitudes and emotions, and they are one of the key building blocks for a company to generate ideas for new products or new services
consumer insights merupakan suatu proses mencari tahu secara lebih mendalam dan holistik tentang latar belakang perbuatan, pemikiran dan perilaku seorang konsumen yang berhubungan dengan produk dan komunikasi iklannya
Hasil dari consumer insight dapat digunakan untuk mengetahui “point of interest” dari target market, sehingga pemasar dapat memformulasikan strategi berdasar “point of interest” tersebut
Sesuatu yang insightful berarti berisikan informasi yang mendalam pada suatu objek permasalahan yang kompleks dan ditemukannya tidak setiap saat
Jadi, consumer insight adalah proses mencari tahu secara lebih mendalam dan holistik, tentang latar belakang perbuatan, pemikiran, dan perilaku seorang konsumen yang berhubungan dengan produk dan komunikasi iklannya.
(Maulana h 25)

7. Insight
“Insights are short statements based on a deep understanding of consumer attitudes and beliefs.
“Insights are unknown or overlooked knowledge about consumer behaviour and attitudes.”
“Good insights are short statements that reflect a deep and clear understanding about consumers using words that a consumer would use.”
“A great insight is a “deep discovery” about our consumer that can be leveraged to change behaviour or to grow a business.”
“Good insights help to establish a connection between brands and consumers in fresh new ways.”
“A great insight often gets the reaction - thank goodness, somebody finally understands me”.

8. Insight Deep clarity sudden complex
Insight merupakan perpaduan beberapa unsur yaitu :
Unsur deep: kedalaman pemahaman materi
Unsur complex: mencakup kompleksitas dari masalah yang dibahas
Unsur sudden: dari segi waktu, yaitu sesuatu yang dimengerti secara tiba-tiba
(Maulana h 24)

9. For every action your consumers take –
Insight areas
For every action your consumers take –
Daily activities / habitual process
making a purchase, (decision making process)
watching an advertisement,
browsing a store,
surfing the internet,
engaging in social media –
Etc
consumer’s mind
Perception toward issues

10. Consumer’s think, feel, purpose and strategy
Insight area
Classic
Who, what, where, when, why
Psychologies
Consumer’s think, feel, purpose and strategy
How’s their behaviour are conducted

11. Function of consumer insight
Product or concept testing;
Product features;  what is important to our target
Creative guidance; --.> basic to make a concept, product development, communication aproach etc
Missing featuresemotion and feeling of our customers
Information and Purchasing channelwhere are the customers will get inform, notice, get/buy oru pr oducts
Maulana, 2010

12. Key of consumer insight
Not only from brand manager , but also all of organization members (staff, owner)
need to be part of organizational culture
CI manager  directing or collecting all insight
Insights are useless if its n’t actionable challenge : should be clear and executable

13. Basic option: Consumer insight techniques
These techniques aim at revealing the consumer’s latent expectations, desires and visions:
In-depth Interviews
Creative Focus Groups
Dialogue groups between consumers and service providers
Lifestyle Screening

14. Categories : Fourteen Options for Customer Insights

15. Observational

16. Anthropology comes to market research.
Ethnography :
Ethnography is the study of people in their natural or "native" environments—where they live, work, shop, and play. It is a set of complementary techniques developed within the discipline of anthropology. (
observing target users in their natural, real-world setting, rather than in the artificial environment of a lab or focus group\ .
The aim is to gather insight into how people live; what they do; how they use things; or what they need in their everyday or professional lives.
though there are many variations. We know we can learn a lot by observing consumer behavior—things people will not or cannot articulate in a survey or focus group.
Some inspiring ethnographic research is being done by Kelley Styring of Insight farm. Check out her fantastic book, In Your Purse: Archaeology of the American Handbag. While the market research application of ethnography is quite narrow as compared to its roots in anthropology, market researchers have gained a lot of insights by borrowing this methodology.

17. Ethnographic research relies on techniques such as observation, video diaries, photographs, contextual interviews, and analysis of artefacts such as for example devices, tools or paper forms that might be used as part of a person’s job.
Observations can be made at home, at work, or in leisure environments. People can be studied with their family, on their own, with work colleagues, or as part of a group of friends
Ethnographic Tool Kit

18. Ethnographic research can provide extremely rich insight into ‘real life’ behaviour, and can be used to identify new or currently unmet user needs.
This approach is most valuable at the beginning of a project when there is a need to understand real end user needs, or to understand the constraints of using a new product or service by a particular audience.
n a business or marketing research context, ethnography is used to uncover, interpret, and understand the consumer point-of-view and the hidden rules of environments. Whereas focus groups and surveys rely on self-reporting and memory out of context, ethnography provides a holistic view of consumers in the context of their daily lives.
There really is no substitute for the opportunity to experience what consumers experience. For example, consumers do not interact with your products and services in isolation; they are affected by changing family patterns, unseen cultural factors, and other products and objects in the proximate environment.
Ethnographic research is the best means for getting at these unspoken cultural and social patterns that shape consumer behavior. Ethnography can be used as a stand-alone technique or can be used in conjunction with other qualitative and quantitative marketing research techniques.
Basic Function

19. The term ‘ethnographic’ can be misused, it’s currently a bit of a ‘buzzword’ with some agencies who may not fully understand the approach.
Negative
In principle, anyone could participate in this type of research. As with any user research, the recruitment of suitable participants is key. The full implications of the research should be fully explained to potential participants, as some may not feel comfortable with this level of intrusion in their lives.
Informant or participant
Depending on the study needs and the approach, but 6-8 weeks from briefing to results can provide rich insight. It may take time to build trust with participants, and the analysis period needs to be sufficient to be thorough.
Ethnographic research can be expensive and time consuming, but this depends on the needs of a particular project. The benefits derived can be extremely valuable.
Timescales

20. the conduct of ethnography over the internet – a method specifically designed to study cultures and communities online.
Popularized by Rob Kozinets, the premise is that we can learn a lot by observing the content and characteristics of online behavior.
The sheer volumes of publically accessible (and therefore observable) blogs, discussion groups, and other communities mean we have numerous places to observe online behavior.
Distinctions should be made between netnography and social media research. Netnography studies a particular group or community (often over some measure of time), much like an anthropologic ethnographic study would. Social media research typically seeks to measure attitudes and behaviors more broadly; it is common for social media research to gather data from many thousands of sources.
Unfortunately, these terms are sometimes used inconsistently, resulting in confusion.
Netnography

21. Easily track what is being said about your brand, product, or even competitors across social media sites.
A wide variety of tools are available, and the applications of social media research range from simple early warning systems (alerting you to negative word of mouth) to in-depth brand perception analysis.
For more in-depth social media research including sentiment analysis, customized reporting, and related services, check out Conversition’s evolisten, Crimson Hexagon, Cymfony, iTracks, NetBase and Nielsen’s BuzzMetrics
Social Media research
Example of tools : ß(Trackur can be tried out for free and Radian6 has a free 30-day membership.)
* For more in-depth social media research including sentiment analysis, customized reporting, and related services, check out Conversition’s evolisten, Crimson Hexagon, Cymfony, iTracks, NetBase and Nielsen’s BuzzMetrics

22. Text analytics and social media research go hand-in-hand, but text analytics can be applied to any text source.
Whether it is website feedback forms, comments on your company blog, open-ended survey responses, or even customer letters, any bucket of text can be analyzed with text analytics tools.
Text analytic
Want a free option? Dump any bucket of text into a word cloud tool and you will get counts of how often a particular word comes up. Take the example of customer feedback forms or blog comments: wouldn’t it be interesting to see how many times certain key phrases come up?
These tools run the gamut from very simple (and cheap) to very sophisticated (and pricey).
Advanced tools are available from companies such as Clarabridge, IBM and Lexalytics.
to be precise, text analytics is a tool, not a methodology. But because it can be applied in so many ways, it fundamentally changes how we can derive meaning from various sources. This makes it an exception worth adding to our list.

23. Directed

24. There are now several companies that offer eye-tracking options so that you can analyze what interests the subject in a visual display, product package, ad, or web site.
Other biometrics track heart rate and temperature to measure responses. Somewhat related is the emerging category of facial coding.
Why is this methodology important?
Because instead of relying on research participants to tell us what is important (emotions which they themselves can’t always articulate), biometric data sources capture actual physical reactions.
While understanding physical measures of emotions and integrating that into market research is still evolving, it is already being used by several Fortune 500 companies.

30. Example of Biometric function on branding / marketing research
Eye tracking studies enable interior designers to choose color, lighting, architecture, etc. so as to subtly influence the customer's mood. This includes the use of eye catchers to attract passers-by and arouse their curiosity.
hops (Interior / Window Design):
Eye tracking can be used both to optimize the look and feel of the packaging as well as the experience of unpacking the product. Strong competition nowadays between the huge variety of products makes the package design a key issue influencing sales.
Package Design:
Eye tracking allows you to measure what your customers see and therefore to optimize your message with regard to the intended target group.
Advertisements / Print:
In web design, the aspect of optimized navigation through the content is of major importance. Therefore, the design demands more than the purely visual aspect. Usability tests can help you evaluate ease of use and logical navigation – both of which are essential for keeping the user on your website for as long as possible.
Web Design / Online Marketing:

31. Neuromarketing (as a research)
A very close but distinct cousin to biometrics, the neuromarketing concept seems simple enough: by imaging or monitoring brain activity, we can objectively measure human response to visual displays or other experiences.
Neuromarketing (as a research)
Too good to be true for marketers? Perhaps. But a development worth watching.

32. However, opinions on validity, best practices, and even ethics of neuromarketing are diverse.
Yet, there are plenty of avid believers, and the idea that we can measure brain activity to determine what is going to be most effective (such as in an ad, product package, and in one famous case, even a magazine cover) is enticing.
Neuromerketing : big question?

33. Forget the phone tag, scheduling hassles, recording errors, and transcription delays of yesterday.
Now by simply tapping into existing communities, you can get expert feedback on your burning questions within a day.
At a minimum, posting questions on discussion groups is a great way to generate or refine hypotheses—always an important part of the research process.
Check professional association communities, LinkedIn Groups, and MeetUp Groups to find relevant experts.
Expert interviews

34. You can do a pool in a social media or mobile
Mobile research simply leverages the fact that most people have mobile phones—so why not send the survey to the most convenient device?
many companies now offering specific products fo instant pools such as SurveySwipe, Vovici and Zoomerang, survey monkey, etc
How cool is that? Sure, one can argue that it is not true “market research”, but it can still be a useful data source.
Instant pools and mobile reseach
Willing to pay a little? Then you can purchase some minimum population requirements, such as country and gender. Facebook isn’t the only option; check out CrowdTap, InCrowd and PollBob; these are just a few of the companies that integrate simple polling platforms with sample or social network access for same day research. But keep an eye on them—these tools are getting more sophisticated, and will soon blur the lines with traditional online survey platforms that offer panel access.

35. CMMC (Community Marketing and Management Council) defines a “community” as “a group of people who have been brought together, or have brought themselves together, under a common umbrella And who are having a conversation with each other.” community : natural vs created
examples of online communities:
Dog lovers
Golf enthusiasts
Heavy users of a specific category or brand
Stay-at-home mothers of small children
Fashion-conscious women who buy expensive purses
Brand advocates or brand enthusiasts
In contrast to naturally occurring communities, online communities may be created or recruited.
Market reseach online community (creating a new commuity)
Building your own community is expensive, but depending on the volume of research you do, it can pay for itself in under a year.
Market research online communities (MROCs) are a great option because they allow us to tap into known, qualified populations for our projects and give us the option of an ongoing dialogue.
MROCs can be built with as few as fifty or as many as thousands of participants, who opt-in and typically go through a screening process. Engage in real-time discussions, encourage co-creation, post polls, test offers…the possibilities are many. Not sure if it is a fit for your organization? Then start small with a pilot project.

36. New platforms are available that allow you to collect video-based research input. Maybe you want to see facial expressions. In some projects, emotional response can be very important.
Or maybe you just want to give research participants an alternative mode of sharing feedback.
Ask Your Target Market (AYTM) is one such survey provider with a panel of webcam-equipped research participants available, Mindswarms is another.
SurveyGizmo has hinted it will be adding video response support by year-end 2011.
Video Research

37. Ideation and concept testing

38. is often associated with the idea of having work completed, such as for design projects facilitated by sites like 99Designs and Crowdspring. as “living” encyclopedia.
Crowdsourcing also includes the broader concept of asking a “crowd” for opinions or information
Ex : An informal approach is to ask a question about market trends on a networking site such as LinkedIn.
Another option is to ask Facebook fan page members what they think, for example, of a new ad.
One could even argue that hosting a contest—such as asking customers to submit videos or tag lines—is a combination form of market research and crowdsourcing; by looking at the themes contestants focus on, the brand learns what is important to customers.
Crowdsourcing

39. A common market research task is to discover customer needs and wants—sometimes in general, sometimes for a specific brand or product category.
Platforms now exist that allow you to generate and assess ideas from select groups of interest—such as customers, employees, or broader groups.
By creating an engaging user interface, these platforms make it easy for participants to submit ideas, vote on ideas and engage in conversations.
Example : BrightIdea, IdeaScale, Spigit, and many more.
If you have not heard of “idea management” before, think of it as a combination of idea brainstorming and concept testing rolled into one.
Ex : Like coffee? Then check out the publically accessible example at MyStarbucksIdea.
Idea Management

40. The categories of idea management and prediction markets overlap a bit
The categories of idea management and prediction markets overlap a bit. From a market research perspective, the key point is simple: using a web-based tool to generate, prioritize, and assess ideas (which, in this context, are predictions).
Maybe you want to know what behaviors will be more common in your target market by 2015? Or which of several new product offerings will have the most demand in the next 12 months?
Ask the crowd, whether a broad or narrow one, by hosting a prediction market. IdeaScale, Infosurv, and Inkling are just three of the platforms that offer free trials.* Some astounding results, in terms of prediction accuracy, have been reported in case studies by Best Buy and The Iowa Electronics Markets, among others.
Prediction Market

41. Successful customer insight needs (James, 2014):
High level championing
Interpretation over computational skills
A constant beta mentality
Automation of everything that can be automated
Technology that makes things simpler

42. EXAMPLE OF CONSUMER INSIGHT RESEARCH
Wedding Organizer: Consumer Insight And Market segmentation
TITLE :
İnterpretative approach, qualitative
etnography.
METODE
Observation, unstructured interview,
Data collection
framework the theater metaphor.
Data analysis technique

43. Segmentation research
Markt segment wedding organizer :
the socialite, the wedding dream, the workaholic couples, the not idea at all, the wishy washy, dan the thrifty.
A Consumer insight
Insight of wedding actor : bride, groom, parents, core family, extended family
Research results

44. Stakeholder
Insight
Bride
Information needs, center of attention, emotional, perfectionist -- bridezilla
Groom
Wedding party is a women area, rational, deppressed
Parent
It’s their business, authority, Budget, details , influenced by others (esecially extended family)
Family (core family : sister/brother)
Information gathering, give an advice, helpful
Extended family
Helpful but Over act, bossy, ask privilege,

45. AHA MOMENT -> princess / ladylike ;
glam – focus on the bride and parents