This document provides an overview of consumer insight and how to develop insights. It discusses the ultimate goal of marketing as serving consumers' needs. There are 4 elements of an insight: a fundamental truth, category specific, a deep emotional driver, and personal. The document outlines how to develop insights through observation, asking why questions, selecting an insight, and checking it against 4 criteria. Developing insights can come from focus groups, segmentation, and targeting. An example insight provided is that kids getting dirty while playing allows them to truly experience life and grow.

1. [YOUNG MARKETER ELITE DEVELOPMENT 2]
WEEK 2: CONSUMER INSIGHT PART 1
MARKETING ULTIMATE GOAL - SERVING CONSUMERS' NEEDS
Ngo Phuc Nguyen

2. CONSUMER INSIGHT
The revelatory breakthrough in understanding of
consumers (fears, desires,...) which provides hooks
or clues that that directs you to new ways in which
to serve your customers better
4 Elements of Insight
A fundamental truth
Category specific
Deep emotional driver
Personal
& & &

3. I like to thing of myself as a creative sort
of person. Whether at home or at work, I
look for ways to express my creativity.
PSs can be very boring in the way that we
look and constraining in what they allow
me to do
FOR EXAMPLE
My priority is simplicity in all that I do.
Information technology can be very
complicated and so I need a really good PC
that will give me access to everything I
need easily
Dirt is experience, dirt
is good. It’s only
when you’re free to
get dirty that you
truly experience life
and grow

4. Based on the observation
(What they say? What they actually do?)
Keep asking
Why? (Why they say what they say? Why they do what they do?)
Why is that important?
Which means….?
So what?
Select Insight
And check Insight with 4 questions
Is it a new angle on a real truth?
Will it resonate with your customer (both emotional & functional level)?
Will it provide you a real competitive advantage specific to your target group?
Can you read it aloud without cringing with embarrassment?
FIND INSIGHT
After Segmenting and Targeting
Focus Group

5. FOR EXAMPLE
Kids clothes get dirty
OBSERVATION
WHY?
WHY IS THAT IMPORTANT?
INSIGHT CHECK
Dirt is experience, dirt is good. It’s only
when you’re free to get dirty that you
truly experience life and grow
I’d rather my kids got dirty
and learned something than
were clean and didn’t!
By playing they are
building friendships and
learning new things
They are thinking about their games
with their friends not their clothes
They can’t help it when
they are playing
√ √ √ √

6. THANK YOU
Ngo Phuc Nguyen