Young marketers elite program 2 consumer insight activation -- DAY 4 [Kim Ha - Trung Hieu]

1. -CONSUMER INSIGHT ACTIVATION-
PHAN TRUNG HIEUKIM HA
YOUNG MARRKETERS
ELITE 2

2. WHAT IS INSIGHT ACTIVATION?
Insight activation is a whole process from how to generate a powerful
insight to ideating & concepting based on the found insight, which,
later on, will synergize brand activities with consumers’ needs.
RECAP WHAT’S AN INSIGHT?
It’s consumers’ underlined need – penetrating understanding of attitude
and behavior which consumers may/may not be aware of until we let
them know. It also reveals an opportunity for our brand to step in.

3. INSIGHT ACTIVATION PROCESS
1 2 3 4 5
LEVERAGE IMMERSION INSIGHTING VALIDATION IDEATION &
CONCEPTING

4. INSIGHT ACTIVATION EXAMPLE: SUNSILK EUROPE
OBSERVATION INSIGHT IDEA
A woman with flat hair feels invisible to
the world. Bringing volume to her hair
is like bringing life and depth to her
personality
Everyday I start off like a little mouse.
But as soon as I get my hair volume I
become someone special, interesting.
Without volume in my hair, I become a
“2D” person instead of “3D”. With
volume I become someone. Everything
becomes easier because I am taller,
bigger and have more physical
presence.
FROM
NOBODY TO
SOMEBODY
SUNSILK - EUROPE
INSIGHT VALIDATION
- It shows deep understanding of a
consumer need
- It represents an important issue or
problem in consumer’s life
- It can be credibly exploited by brand
- Actionable | Feasible | Objective
driven | Lead to business action
LEVERAGE & IMMERSION
- Target audience:
- Women | 16 – 40 | Middle & lower income
class
- Care about their hair, which affects their
outlook
- Fact:
“Women with flat hair feel invisible to the world.”
FORMING IDEA
CHECKLIST
Business opportunity:
- Product which increases hair
volume
- Communication: focus on
showing functional benefits

5. INSIGHT ACTIVATION EXAMPLE: BMW
OBSERVATION INSIGHT IDEA
Men enjoy driving high performance
car as it makes them feel successful and
to be seen successful.
I want to be seen successful at both
personal and professional level.
Driving a high performance car is a
clear signal to others that I am on the
road to success.
ENJOY
DRIVING
INSIGHT VALIDATION
- It shows deep understanding of a
consumer need
- It represents an important issue or
problem in consumer’s life
- It can be credibly exploited by brand
- Actionable | Feasible | Objective
driven | Lead to business action
LEVERAGE & IMMERSION
- Target audience:
- Male| 30 – 50 | A+
- Business people who are on the road to
success
- Fact:
“Men want to be seen successful”
FORMING IDEA
CHECKLIST
Business opportunity:
- Cars with high performing
engines
- Communication: focus on
showing functional benefit
(high performance) and
emotional benefit (success)

6. INSIGHT ACTIVATION EXAMPLE: OMO
OBSERVATION INSIGHT IDEA
- Kid’s clothes get dirty
- They can’t help it when playing
- They are thinking about their games
with their friends, not their clothes
- By playing, they are building
friendships and learning new things
=> I’d rather let my kids get dirty and
learn something than clean but learn
nothing
Through playing and discovering new
things, kids can learn a lot. Naturally,
they got their clothes dirty at every
chance of learning and making good
things for people around
DIRT IS GOOD
CHECKLIST
INSIGHT VALIDATION
- It shows deep understanding of a
consumer need
- It represents an important issue or
problem in consumer’s life
- It can be credibly exploited by brand
- Actionable | Feasible | Objective
driven | Lead to business action
LEVERAGE & IMMERSION
- Target audience:
- Urban mothers | 25 - 40 | AB+
- Care about children development
- Fact:
“Kid’s clothes get dirty”
FORMING IDEA
Business opportunity:
- Let the kids play. They get dirty
and OMO will take care of stain
removal.
- Communication: focus on
showing functional benefit (stain
removal) and emotional benefit
(moms feel free to let the kids
play)

7. THANK YOU