Young Marketers Elite 2 - Insight Activator - Tu Oanh-Van Khai

1. ASSIGNMENT 4.1 – [INSIGHT ACTIVATOR]
[Tu Oanh – Van Khai]

2. Insight Activator is a valued insight-hunting tool that helps us to turn observations and
consumer learning into more powerful and actionable insights.
Insight Activator overview
Observations
What the consumer said or did
Insights
Deep understanding of
consumer’s actions
What is Insight Activator?
Insights Platform
Cluster of insights
with the same
theme, which keep
brand stay single-
minded while
creating
innovations
Mom always want us to have
at least dinner at home .
She said eating outside is not
safe.
{ }According to her, meal time
is not just about eating but
about family sharing
moment.
{ }
Family happy moment.
{ }

3. Insight Activation Process
Defining the task
Reviewing
existing
resources
Exploring
Collecting
learning
together
Generating ideas
What is your purpose? Brand positioning,
communication, brand activation or any innovations?
Review existing knowledge, experience, insight and trend
to sharpen opportunity and plan for further investigation.
Expand consumer understanding by get close to them,
conduct new research, use experts to capture and find as
much as possible observations, new angles.
Choose the most powerful insight platform, base on it to
generate ideas for your purpose in the first step.
Use learning captured from Step 2 and 3 to find out insights,
then build insight platforms. Following insight validation,
most potential insight platforms are shortlisted.
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4. Nike set up a team consisting 10 members of marketing department and
strategic communication agency to search for an effective brand promise.
Reviewing
existing
resources
Defining
the task
Exploring
Collecting
learning
together
Generating
ideas
Review TC, their predicted behavior & lifestyle through desk research
Target: Youth | 16 – 25 | Class: AB
Young, have not only high passion of winning but also heavy pressure doing so.
“I don’t like sport, because I suck at all kind of them!”
“In sport, I always want to beat others and win. But most of the time, I lose to
myself from the start”
“I can’t overcome the fear of failure”
The most potential platform created: “Inspiration and innovation to every athlete* in
the world”
Communication & Innovation: Nike affirms that when the very first moment that you
get up and do sport, you’re already a winner to yourself. And Nike will help you to
achieve even more to victory through their innovative sport wears.
*Nike co-founder, Bill Bowerman: “If you have a body, you are an athlete”
In half a month, Nike sends their team out there to interview 200 consumers
about their daily sport activities, their behavior and attitude toward it.
“I don’t want to practice. I am weak & fat, so I’ll look hilarious when I do
sport, other people will make fun of me”
“I won’t join in that running competition. Other guys are so good, no matter
how I try, I will lose for sure”

5. Heinz has a need of innovation in packaging design.
Reviewing
existing
resources
Defining
the task
Exploring
Collecting
learning
together
Generating
ideas
After reviewing their own internal marketeer, financial, product developer...
they decide to have an agency to help them reach the goal.
They got 40 insights, 8 came from the crowd interpretation.
“Naturalness as indication for quality”; “Present to impress”; “Eating is
boring sometimes, but should be fun for kids”; “Eating with your eyes”;
“Spice up that meal”…
The most potential platforms shortlisted with happiness theme. (natural, quality,
happy bonding meal time, fun…)
13 packaging designs were presented to be tested and optimised.
They conducted a 3-week online ethnography with 28 consumers, divided into 4
groups: Heinz Ketchup users, non-Heinz-Ketchup-consumers, cold sauces
consumers, ketchup-using only outside. Getting reports from consumers, get daily
news from consumers, activation & deprivation exercises.
Crowd interpretation done by a synchronous interactive online game.
Global online research community “Heinz shape it” to better understand
expectations towards a packaging in a local context.
Source: Insites Consulting

6. Innovations in car for businessman
Reviewing
existing
resources
Defining
the task
Exploring
Collecting
learning
together
Generating
ideas
Review TC, their predicted behavior & lifestyle
Target: Businessman | 25-44 y/o | Class: A+
On the road to success, desire for successful life, devote for work, super
busy
“I define a successful businessman as living in the high standard he deserve
and always available for his business, but I can’t effectively continue to
handling business work when on transportation.
I want a transporting solution that not only reflect my standard but also give
me the capability to effectively continue doing business work.”
Build the most powerful Insight Platform:
"High-standard business-enabling transportation"
Focus facilities (electric, wifi, screen…) on the back seats, larger space inside, elegant &
powerful look.
"I waste my time on car"
"I feel disable from working when I'm on transportation"
"A car must reflect my high living standard“
"My ability to handling business work is delayed on transportation, because
it’s inconvenient & lack of facility"