Young marketers-elite-development a1-consumer_insight_phuclehuanhung

Young marketers-elite-development a1-consumer_insight_phuclehuanhung

• 1.
  What is insight?
• 2.
  We divide thatterm into 2 parts The deep SECRET about our EMOTION through MOTIVATIONS & PAIN POINTS The Intrinsic Part beneath the surface The outside of hidden things that see through our BEHAVIOR, ATTITUDE & HABIT “in” “sight” The Surface trail of these hidden Parts
• 3.
  In short, what’s Insight? AnInside Out Understanding about consumers, based on their behavior, beliefs or desires, that gain the clues to provide the hook to drive the brand and the business Deep truth about consumers Opportunities for brands
• 4.
  1 What we read? 2 Whatwe see? 3 What we sense? 4 What we feel? Fact & Data Observation Consumer voice Emotional Zone Journey of Insight?
• 5.
  How many ultimatetypes of Insights? Insightfrom CREATIVE TEAM Insightfrom RESEARCH Insightfrom BRANDTEAM
• 6.
  1-INSIGHT FROM RESEARCH Concluded fromWHAT WE SEE Included consumer trends, reactions, engagement, product testing, ads testing, focus group, in-depth interviews or observational research.
• 7.
  VINACAFE CASE STUDY CAMPAIGN“THE CUP OF LOVE”
• 8.
  VINACAFE CASE STUDY Targetaudience: both young adults and old people Background: Through FGD Research with 2 groups of young adults in Hanoi and HCM, Nielsen found out a source of young adult insights in Tet Sight: Hard to say I love you to Parents Insight: They do love their parents but find it awkward to put that love into words. They don’t know that the most valued present that parents want from them is that expression of love Tet Campaign: Yêu thương thành lời – Cup of Love
• 9.
  INSIGHT FROM BRAND TEAM Itis concluded from what we read, from analyzing data, results & tracking studies to explaining them The insights from brand team can support the level of a whole brand, a business communication, or an advertising campaign This type of insight has several differences from other types: Directly address business’ objectives Incorporate data from various sources Can serve long-term business objectives (depend) Follow brand team’s process
• 10.
  Target audience: Marriedcouples Sight: Cooking is given for granted to be a wife’s work Insight: Many heavy house choirs, including cooking, are appointed to be the works of a wife. Even though women happily accept this as their effort to take care of the family, what burdens their heart is the husband not understanding and recognizing their selfless contribution to the family Campaign idea: Hiểu để yêu thương (Loving is sharing) Background: The brand team finds data that reveals Vietnamese women spending 5 hours a day to do houseworks, equivalent to 2,5 months in a year.
• 11.
  What is insightfrom creative team?
• 12.
  Defined the briefbased on brand team and research team. Analyzing the business and customer behavior (Problem, Experience, RTB, Need, Want) to clarify the insightful of them. Get the Big Idea for campaign and find the way the deliver the key message to customer. Adverting idea -> Communication idea -> Execution Idea) Analyzing insight from customer behavior Pick-out key moment Deliver message
• 13.
  Target Audience: over18 years Background: “Reach Further” - to express a desire to reach the success of passengers and VNA itself on every flight Insight: I want to get new experience but I don’t know why I have to do that. Execution: catch moment of young people about the lifestyle, live experience. Open your mind to get new journey to know more about the world CHANGE WITH THE WORLD. WILL YOU? TVCS