Advertising Club Calcutta presents

How to ride the Consumer Insight Motorbike

A learn-by-doing workshop by Univbrands

Learn by doing

Choose a product or service

Express it as a brand
In todays brand sensitive world, which is the medium that has the highest OTS* ?
*Opportunity to be seen

Participants present

Introduce yourselves

Introduce your brand

Show or describe the face of the brand

What are you really selling?

Products have rationales Brands have emotionales
To discover a brands emotionale you have to understand the target consumer The emotionale will always be based on a strong consumer insight

Some examples of consumer insight

People take pictures to preserve memories Kodak is really selling memories People change watches depending on what clothes they are wearing Titan is really selling fashion What are the brands you admire? What are they really selling? Whats the consumer insight involved?

Students at MICA came up with these

Which of these are true consumer insights ?

Camlin : Children crave to have a close companion with them while growing up. LG golden eye TV: A mother worries that rays emitting from television can harm her childs eyes. Bajaj: Indian youth is modern yet traditional at heart. Marlboro: Every male has a hidden desire to lead the life of a cowboy. Lux: Every girl has a hidden desire to be a film star Cadburys Dairy milk I want to share the things I love with the people I love. People want to share things they love with those that they love

Good consumer insights

The Thats very true feeling

Observation of consumer behaviour or belief

Universal truth An Aha Factor Could span Product Categories
Because it is true of the consumer, not of the product

How does one discover a consumer insight?

By talking to consumers

By developing your powers of observation

By drawing on a lifetime of research By using common sense It is, finally, as easy as riding a motorbike

Two crucial questions for any brand

1. At whom is the brand aimed?

2.

What are you really selling?

There are two more.

Key Brand Planning Question 1

At whom is the brand aimed?

Everybody = Nobody Define a mindset
Demographics is for media planners. Mindset is for brand planners. This mindset will be associated with the brands emotionale

Find out what the target consumer thinks, feels and does Not just about your product category. But about his or her emotional needs that you could satisfy. Knowledge, Attitude and Behaviour (KAB) studies help. But not everyone can afford them. You can do this yourself. You meet consumers every day. Formal Market Research rarely throws up consumer insights. Engaging consumer contact does.

Key Brand Planning Question 2

Whats the brands emotionale?

Is it based on a consumer insight? Does it connect with the product rationale?
If you dont already have an emotionale, start with alternative hypotheses. What could they really be buying? Then devise an engaging mind game that will help you understand the consumer

Devising engaging consumer games

Consumers can spot market researchers from a mile All Asians tell market researchers what the market researchers want to hear

Make your research inventive, engaging

The respondent must enjoy the conversation / interaction Avoid revealing the product or brand you are researching

Explore the hypothetical emotionale

Not the product or service. Observe where the product or service naturally fits in

Listen with your eyes. See with your ears.

Meet the consumer

Use flattery
Excuse me. I couldnt help noticing your ( ). Where did you get it? Make friends. Find a common ground of interest

Use projective techniques

See that person? Why do you think he goes to a multiplex?

Use engaging games

Here are three (intriguing visual props). If you tell me what you feel about them, I will tell you what you prefer in (product category) Make sure everyone on the team knows your game plan for contact with the consumer Make notes after the consumer contact, not during it.

To be continued