Consumer Insights - Revealing what is in consumers mind

Consumer Insights:
Consumerwhat is in
Revealing Insights:
consumers mind
Revealing
consumers mind
www.consumer-insights.blogspot.com
MBA Cristina Quiñones D.
Consumer Insights – Desnudando la
mente del consumidor
Consumer Insights – Desnudando la
mente del consumidor

Lima, Abril 2009
Consumer Insights – Desnudando la mente del consumidor / Calle Madrid 455 Int 302 Lima 18-Perú / Telf. 4472916 / www.consumer-insights.blogspot.com

Are you sure you know your consumer?
Do you want to know how to reach their hearts and
their minds?
Want to discover the key to the emotional
connection with consumers?
Want to identify opportunities for new products, and
communication strategies based on consumer
insights?


Consumer Insights: looking where others don't
look to find what others can´t find.


Consumer Insights - Unlock the mind of the consumer is a consulting
firm specializing in insights generation for marketing innovation


Just a brief introduction

 I prepare this deck because I consider myself a devoted and passionate
consumer insights researcher. I have been working on the market research
field for about 13 years, and recently founded Consumer Insights –
Unlocking the mind of consumers.
 I worked as a Consumer Insights Manager for Perú and Western Andean
Region in Kraft Foods.
 I truly believe in insights. I think that a consumer centered organization
fueled by consumer insights is the best solution for marketing and business
success.
 I want to share and promote consumer insights vision thorough psychology,
marketing, advertising and professional community.
 I am the owner of a consumer insights blog: www.consumer-
insights.blogspot.com


Consumer Insights Definition


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Consumer Insights
Examples of Dyed Hair

 Inspirational Insight
– “Dye my hair makes me break with routine,
modernize and changequot;

 Emotional Insight
– quot;The truth is that when I dye my hair I changed
my way of being. I'm more flirtatious and
seductive, I conquered my husband!quot;

 Intensity Insight
– quot;The last time I had redhead was magical…my
husband started to stare at me ... it's as if he had
lived in a dark cave and the color red that I put
myself served as a torch lit. quot;

Fuente: Trias, Elena (2008). La Publicidad Emocional y su presencia en el sector de Alimentación. Disponible en:
http://www.recercat.net/bitstream/2072/9132/1/TFC-TRIAS+DE+BES-2008.pdf (Consulta 04 de Diciembre 2008).


Consumer Insights
More examples of everyday consumption…

 “When the children uncover a yogurt, usually go over the
language of quot;tabquot; or metal cover quot;
 quot;In the festivals and marriages young women like to go to the
bathroom in pairs to discuss and evaluate what is happeningquot;
 quot;When an adult is eating cereal for breakfast usually like to read
what the product package saidquot;
 quot;Some women, when measured trousers, leave the dressing
room on tiptoe walking, because they like to see the garment
heeledquot;
 quot;On airplanes, people tend to read much more than it usually
readquot;

Fuente: Parra, Diego (2006). El Hábito de innovar. Disponible en: designblog.uniandes.edu.co/blogs/dise2305/files/2008/09/insights.doc
(Consulta 04 de Enero 2009).


Consumer Insights
and its translation to advertising copy


Consumer Insights

Envy BMW

Consumer Insights

Power BMW

Consumer insights “yo lo uso
como postre,
“el yogurt me refresca el a mis hijos “el yogurt te
estómago, me lo limpia” los engrío con limpia el
el yogurt” cutis, te
mantiene el
cabello
“el yogurt me saludable”
pone…me
sostiene. Si voy “mi novia está
a almorzar tarde embarazada y siempre
sé que voy a llega un yogurt en la
aguantar” carterita porque piensa
que le va a hacer mejor”

“me siento ligera con el “para mi el yogurt
yogurt…creo que no me “te ayuda a es un no-leche, lo
va engordar como la regularizar el tomo porque
leche” estómago…te nutres siempre detesté la
y no te embotas” leche

Consumer Insights: a calculated discovery

 Serendipity!!!

 A inspiration moment
 An AHA moment
 Gaining perspective
through intuition


Consumer Insights: What do experts say?


Consumer Insights: A broad range of definitions

 I reviewed lot of information in the business setting. Most
of the definitions you will find here are from market
research perspective (LATAM and international) but
others are derived from consumer goods industry.
 Despite the fact there are some differences in these
definitions, we can find important communalities:
perspective, intution, deep psychological understanding,
consumer immersion, unrevealed emotions, beliefs and
behaviors and actionable insights.
 The most important marketing gurus like Kotler and
recently Mohanbir Sawhney express a conviction that
“consumer insights” is the new paradigm on Marketing
Sciences.


Consumer Insight is a shared meaning

 Insights is a
shared
meaning that
can connect
consumers with
brands and
drives action
(purchase, use,
disposition,
recommendatio
n, buzz, etc)

Source: ELISAVA. (2000). Investigación de Mercados. Competencia. Consumidor
Master en Diseño de Identidad Corporativa Disponible en web: http://www.elisava.net/MIC/wp-
content/uploads/2007/11/investigacion-de-mercados-alex-cabre.pdf


Consumer Insight is an inspiration for business growth

 Insights that
inspire are
insights that
come to deep
thoughts and
feelings of
consumers.

Source: Karen Thal.
Gerente General Cadem Research
Internacional: “Energizando las marcas a
partir de los consumidores”. Mesa
Redonda sobre el valor de las marcas.
ICARE – Chile. Disponible en web:
http://www.icare.cl/eventos_anteriores_20
07/valor_de_las_marcas_2007/


Consumer Insight is a discovery about the target
consumers that link consumers with brands

 I love this
definition:
short, accurate
& actionable.
A consumer
insights reveal
the symbolic &
emotional bond
with brands.

Source: MRA Services Disponible en web:
http://www.mraservices.com/ext/pdf/Consumer%20Insi
ghts%20webinar%20111708.pdf


Consumer Insight is a revelation that fuels overall business
strategy

Is an
actionable
insight, not just
a piece of data
or market
research
finding.

Source: MRA Services
Disponible en web:
http://www.mraservices.
com/ext/pdf/Consumer
%20Insights%20webina
r%20111708.pdf


Consumer Insights and de AHA Momentum!

 A discovery
arises after
hard work of
consumer
analysis,
observation,
immersion &
thinking)

Source: MRA
Services
Disponible en
web:
http://www.mrase
rvices.com/ext/pd
f/Consumer%20In
sights%20webina
r%20111708.pdf


Deep understanding about consumer needs & desires that
can be translated into a cost-effective action

Source: Gerencia
de
Comunicaciones.
Nestlé Chile
(2003). Te
tenemos
identificado!
(consumer
connection).
Presentado en
ANDA Chile.
Disponible en
web.
www.anda.cl/pres
entaciones/Prese
ntacionesrelatore
s%20I-
Convención/Rodri
goPolanco%20Ne
stle.pdf..pdf


Consumer insight is a
Revealing result about consumers and markets

 Revealing result
about consumers
and markets that
arise after deep
analysis, clear
observation and
consumer
connection.

Source: Alagón, Javier – Estadística
Aplicada (2008). Segmentando a partir de
los Insights. Presentado en el Congreso
AMAI 2008: Insights Razones o
Emociones. Ciudad de México. Setiembre
2008.


Consumer Insight Managers replace traditional researchers

Because traditional
research is no longer
innovative!
Traditional
researchers are data
mining guys but not
real insighters.
To be an insighter
reason is not
enough. Intuition,
psychological
observation and
creativity are
required!

Source: Research International (2008). Turning Insights into
Commercial Success. Presentado por Julian Bond en el Congreso
AMAI 2008: Insights Razones o Emociones. Ciudad de México.
Setiembre 2008.


Consumer Insights fuel concept development
 Real innovation is
result from a
reveal need,
motivation, feeling
or belief that is
strong and
powerful enough
to connect a
specific targeted
consumer with a
brand.
It requires deep
psychological
understanding

Source: Research
International
(2008). Op. Cit.


Consumer Insights a basis for ideation
 Innovation arises
from mixture of
ideas (consumer
insights).
To assure enough
and brilliant ideas
arise a researcher
should use
projective
techniques, deep
observation &
consumer
immersion.

Source: Research International (2008).
Turning Insights into Commercial Success.
Presentado por Julian Bond en el Congreso
AMAI 2008: Insights Razones o Emociones.
Ciudad de México. Setiembre 2008.


Consumer Insights replace Market Research:
Intuition (Eureka Moments) + Reason (deep understanding)

Source: DVL Smith
Group (2008). The
journey from
market research to
evidence based
business
consultancy.
Presentado en el
Congreso de
Consumer Insights
del AMAI- México.


Consumer Insights are part of:
overall strategy & innovation processes

 Insights should
be framed into
overall strategy,
otherwise, they
are non-sense.
Insights are not
random ideas,
they result from a
strict compromise
with innovation
processes.
Insights are not
just good
vehicles for
advertising
persuasiveness,
they contribute to
enhance brand
equity.

Source: NODO Investigación Estrategia. Presentado en el Congreso AMAI 2008:
Insights Echando una mirada al Futuro. Ciudad de México. Disponible en web


Consumer Insights arises from:
dedicated research & marketing strategy review

 To discover
actionable
insights, a
researcher must
realize a detailed
analysis of
consumer habitat
consumer trends
innovation
processes
new tech
category
perception
brand strategy
marketing mix

Source: NODO
Investigación
Estrategia.
IDEM. http://www.nodo-research.com


In search of consumer insights:
A discovery, a mindset, an innovation basis

Source: NIELSEN (2008). De los
Insights a la Acción.
Presentado en Congreso AMAI
2008. Insights: Razones o
Emociones. Ciudad de México.
Disponible en web


The Power of Insights:
How to find them fast, and make them work for you

Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Available in web:
http://www.nielsenanswers.com/news-events/white-papers


Consumer Insights:
Specific, timely, relevant, critical and actionable

 Insights work similar to headlights; they illuminate the path ahead to reduce
the risk of potential hazards.
 The more visibility I have, the faster I can go.
 With increased insights I will be able to make faster decisions while
navigating my business.
 Insights let companies plan effectively, and facilitate business decisions that
help grow profit, volume, and share.
 True insights address not only the “what” of business performance, but also
“why” it’s performing the way it is, and “how” one might influence that
performance.
 To provide real value, an insight must reflect five key elements: Specific,
Timely, Relevant, Critical and Actionable

Source: Nielsen “Beyond Data: The Power of Insights: How to find them fast, and make them work for you”. Disponible en web:
http://www.nielsenanswers.com/news-events/white-papers


Consumer Insight: emotional advertising

Source: Punto Escena / http://www.puntoescena.com/marketing-emocional-insights-del-consumidor


Insight is the capacity to gain an accurate understanding

 Two concepts are very
important here:
– Accurate
– Intuitive

Source: Simon Ayrton (2008). The Insights Presentation. Disponible en web: http://www.simon-
law.com/archives/113 (DHead of Planning at TBWALondon )


… that inspires business and foster marketing innovation

Source: Simon Ayrton (2008). IBID.

Consumer Insights: Latent & unconscious need

 “Una información que revela algo nuevo, que descubre algo oculto respecto
a las marcas y consumidores”
 “Un tipo de descubrimiento, que nace de aplicar metodologías específicas e
intuición”.
 “La intuición, en este juego, tiene que ver con la idea de que no basta con el
pensamiento racional, lineal, para descubrir algo nuevo, sino que se requiere
escuchar al cuerpo, sus sensaciones y emociones, en busca de un sentido
más profundo”.
 “El descubrimiento de un insight equiere una mentalidad diferente, quot;out of
the boxquot;, es decir, un modo de pensar y hacer las cosas no convencional”.
 “Un insight para ser realmente accionable requiere del compromiso de la
organización”

From: Insights Qualitativos 2.0 “Insights: La búsqueda de lo latente” /
http://www.insights-qualitativos.com/2008/03/insight-la-bsqueda-de-lo-latente.html


Consumer Insights: Subjetive & personal content
about a brand and its consumer
 “En el ámbito publicitario designa cualquier
verdad sobre el consumidor cuya inclusión en
un mensaje publicitario hace que éste gane
en notoriedad, veracidad, relevancia y
persuasión a ojos de dicho consumidor”.
 Leo Burnett: Los insights del consumidor son
las percepciones, imágenes, experiencias y
verdades subjetivas que el consumidor tiene
asociadas con un tipo de producto, con una
marca en concreto o con su situación de
consumo”.
 “Son una mezcla de componentes racionales
e inconscientes, reales e imaginados, vividos
y proyectados, que suelen estar fuertemente
enraizados en los componentes afectivos del
consumidor”.

From: Perez, Romida. Campaña por la Belleza Real /
http://www.liceus.com/cgi-bin/ac/pu/tp%20medios.pdf


Consumer Insights: An emotional marketing perspective

 “La seducción y las emociones están
estrechamente ligadas a la hora de crear
productos nuevos con éxito.
 …de hecho, asociamos cosméticos con
salud y belleza; vacaciones con libertad y
evasión, y tecnología con la capacidad de
comunicación.
 …el campo de exploración de los
sentimientos de los públicos supone un
largo viaje, cuyo fin no es otro que lograr
una conexión afectiva que está en
consonancia con los tiempos que vivimos
y que persigue consolidar relaciones
duraderas”.

From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte
Calvimonte, Director Nacional de Marketing Univalle. Disponible en:
http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el
27.08.06.


Consumer Insights: Deep psychological content

 “hace referencia a los aspectos psicológicos latentes que se desean activar
a través de los mensajes…
 …se trata de despertar los sentimientos del consumidor con un producto o
marca, para lograr una actitud adecuada que se traslade a la marca.
 …para encontrar insights debemos conocer cómo se relaciona el
consumidor con el producto, qué le ofrece, cuándo y para qué lo utiliza, etc.
es fundamental conocer ampliamente a nuestro público objetivo…

From: Perez, Romida.
Campaña por la Belleza Real /
http://www.liceus.com/cgi-
bin/ac/pu/tp%20medios.pdf


Consumer Insights: a truth, but not obvious,
understanding about consumption

 “Una observación aguda e
inteligente, aunque no
siempre obvia, de algo que
le pasa o siente la gente
cuando consume la marca”

Source: Universidad Diego Portales. Panel de Expertos en
Publicidad. http://www.udp.cl/comunicados/0606/15/escuelita.htm


Consumer Insights: Reveal hidden needs, identify positioning
opportunities & guide marketing communication

 En mercadotecnia, develan necesidades y deseos.
 En comunicación, crean caminos creativos y afinan piezas.
 En branding generan oportunidades de posicionamiento.

 Es una mirada penetrante de lo obvio, que se convierte en obvio al momento de ser
descubierto, no antes: ¡Eureka!
 Debe surgir de una investigación enfocada en el poder, no tanto en el saber.
 Necesita ser útil y accionable: No debe ser un conocimiento superficial, sino intenso.
Y debe estar cimentado en el entendimiento.

 No todos los hallazgos descubiertos poseen las suficientes cualidades para ser un
insight; lo son: Si te genera una oportunidad de negocio, si tiene elementos para
fortalecer o reposicionar tu marca, si puedes hacer una comunicación más
persuasiva (fondo y forma).

Source: Laura Velamazán - LEXIA Investigación Cualitativa


Consumer Insights: generate business opportunity, reinforce brand
image & foster communication persuasiveness

 Tres Características
1. Es una mirada penetrante de lo obvio, que se
convierte en obvio al momento de ser
descubierto, no antes: ¡Eureka!
2. Debe surgir de una investigación enfocada en
el poder, no tanto en el saber.
3. Necesita ser útil y accionable: No debe ser un
conocimiento superficial, sino intenso. Y debe
estar cimentado en el entendimiento.

 No todos los hallazgos descubiertos poseen las
suficientes cualidades para ser un insight. Sólo son
insights si:
– Si te genera una oportunidad de negocio,
– Si tiene elementos para fortalecer o
reposicionar tu marca,
– Si puedes hacer una comunicación más
persuasiva (fondo y forma).



Consumer Insights: Intuition rather than reason

 “Comprender la naturaleza interna de las cosas intuitivamente así como
poseer un claro (y a menudo repentino) entendimiento de una situación
compleja.
 Un Consumer Insights es el resultado del aprendizaje de la verdadera
naturaleza de las cosas, de forma intuitiva”



Consumer Insights:
Kotler´s new marketing perspective!! (paradigm)

 “Debemos cambiar a una perspectiva
mucho más centrada en el cliente. La
palabra mágica es consumer insights“

 “We need to change into a more
consumer based (centered)
perspective. The magic word is
consumer insight”.
Phillip Kotler

From “El viejo marketing no volverá a funcionar”. Artículo de Boris Ugarte Calvimonte, Director Nacional
de Marketing Univalle. Disponible en: http://www.lostiempos.com/dyf/27-06-06/27_06_06_son2.php. Consultado el 27.08.06.


Consumer Insights:
a bet for the future and long-term relationship

 Kotler: quot;lo que suele echarse en falta en las
empresas es el upstream marketing. Vayan a una
empresa a preguntar quién se ocupa de pensar en lo
que va a pasar durante los próximos tres años, o
qué productos o servicios pueden interesar a futuros
clientes. Nadie tiene tiempo para estos temas, todo
se enfoca al downstream marketing.quot;

 Knutsen: “hay mucho interés en la tecnología, pero
que hay que pensar en ella en relación con los
clientes… Tenemos que pensar en las necesidades
de los consumidores, y esta es la tarea más
importante del marketingquot;.

Source: Marketing Directo “El viejo marketing no volverá a funcionar”. Abril 2006.
http://www.marketingdirecto.com/noticias/noticia.php?idnoticia=18341


Consumer Insights:
psychological penetration into consumer's minds

 “Un insight es una comprensión fresca y no
todavía obvia de las creencias, valores, hábitos,
deseos, motivos, emociones o necesidades del
cliente, que puede convertirse en base para
una ventaja competitiva”

 “A consumer insight is a fresh understanding,
but not obvious, about consumers beliefs,
values, habits, desires, motives, emotions and
needs, that can be translated into competitive
advantage”
Mohanbir Sawhney


Consumer Insights: The new trend

 El ultimo congreso de la asociación mexicana de agencias de investigación de
mercado (AMAI) incluyó como tema los insights del consumidor. Fue realizado en el
mes de Septiembre 2008

 The Last Mexican Market Research Association (AMAI) developed a Consumer
Insights Congress (Insights: Reasons or Emotions?) in September 2008.

Source: AMAI / http://www.amai.org/pdfs/revista-amai/AMAI-16_art2.pdf


Consumer Insights: What is not?


Consumer Insight: is not research

 An insight is a “revelation” - the need for something that changes our
opinion… and that can be done in many different ways, but is definitely a
key part of the best communications.

 Thinking about exploring and discovering, then you’re at least thinking
bigger than research.

Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt


Consumer Insights: is not Product Insights!!

 We talk generally about
insights - the multitude of
different types that exist –
 The fact that this list may
not even be exhaustive
and definitely contains
some areas that don’t
make for particularly
good insights.

Source: Simon Law. Consumer Insights. October 11th 2006. simon-law.com/wp-content/uploads/2007/02/insights-final-ppt-version.ppt


Consumer Insights: It is not a guess

 Un Consumer Insight no se encuentra
fácilmente como un diamante en una mina
o una aguja en un pajar.
 No es producto de la suerte sino de la
investigación!
 Su hallazgo no es gratuito, se debe a
mucho esfuerzo conversando, observando
e interactuando con los consumidores!

El Consumer Insights no es un golpe de suerte!
Requiere técnicas de análisis avanzadas

Source: LEXIA / http://lexiacualitativa.wordpress.com/2007/07/13/el-poder-de-identificar-y-presentar-insights-cualitativos/#comment-15


Consumer Insights: Its not deductive research, is inductive!

 “Escuchar la voz del cliente” no
es suficiente para generar
perspectivas innovadoras, debido
a que con frecuencia los clientes
no nos dicen qué desean.
 Se necesita un enfoque diferente
de la investigación de consumo:
la “investigación inductiva” que
se diseñó para generar insights.

Mohanbir Swhney
Phd Marketing – Wharton School. University
of Pennsylvania


Consumer Insights: doing rather than saying
 The insights are related
to participative
inmmersion in
consumer´s lives.
 It is not passive, indeed,
it is an active attitude
and behavior to really
understand consumers.

Source: Design Thinking. http://peoplecentereddesign.net/wp-content/uploads/2007/08/Moggridge_ImageSpaceObject_sr.pdf


Consumer Insights: What do industry say?


Consumer Insights: voice of the consumer

 Kraft Foods: “Consumer Insight keep the
Consumer at the center of the decision-making
process. To be the “Voice of the Consumer”


Role of Consumer Insight within Kraft Foods

Consumer Insights Responsibilities: INSIGHTS
 Develop a deep understanding of consumers’ lives
and how they interact with our brands
 Identify opportunities to address consumer needs
 Guide the development of products and
communications to consumers’ specifications
 Evaluate the effectiveness of what we do to drive
continuous improvement

INFORMATION


Consumer Insights: a penetrating discovery
 Diageo: “Consumer Insight is a penetrating
discovery about consumer motivations, applied to
unlock growth”


Consumer Insights: something your competitors do
not know…

 General Mills “an insight is something you know
that your competitors do not.”


Consumer Insights: getting to the heart of why people
do what they do…

 Cadbury Schweppes “getting to the heart of why
people do what they do, and using that
knowledge to help us grow.”



Consumer Insights: hint about target consumers &
their needs that related to brand

 Unilever: “aquel elemento de todo lo que conocemos
sobre el target y sus necesidades sobre el cual la
marca está basada.”


Consumer Insights: creative opportunity
 Reckitt Benckiser: “a consumer insight is a new,
creative opportunity derived from a profound
understanding of the consumer. It describes how we
might add new value to consumers through brands.”


Consumer Insights: What do we think?


Consumer Insights: the mixture of facts and intuition

 Deep understanding of consumers hidden needs and unconscious
motivations unconscious (did not confess)
 Central value or belief relevant to consumer that fuels consumption
behavior and motivate purchase.
 Discover within minds and hearts of consumers.
 Penetrate consumers mind.

Facts
Facts plus Intuition
Intuition

Consumer Insight


Why a Consumer Insight is a valid perspective?

Consumer Insights = Clear understanding of consumer deep & unrevealed
behavior, feelings and beliefs for marketing innovation & competitive
advantage!


Consumer Insights as organizational philosophy

Boosting business decisions
that focus on consumers to
enhance business success and
organizational performance

Information Consumer Business
Insights Impact


Why a Consumer Insight is a valid perspective?

 Provides comprehensive understanding, insight and inspiration (creativity).
 Constitute the basis for marketing innovation
 Help assess business opportunities and risks.
 Guide business decisions and ensure the long-term success.


Consumer Insight: the need of deeper insights

 Companies should consider consumer
insight development as crucial to product
improvement and differentiation.

 Its important to understand how and why
consumers shop and make their decisions
across each shopping occasion

 Being able to succeed in business requires
a superior understanding of the consumer -
not just marketing strategies.

Consumer Insight

Consumer Insight: A Consumer-focused business aproach

Product-Focused Consumer-Focused

 Emphasis on Product  Emphasis on consumer needs
Atributes and motivations

 “Product push”  “Consumer pull”
 Focus on product  Focus on consumer insights
improvement
 Measured by customer
 Measured by market share psychographics and
segmentation analysis
growth and volume sales


Consumer Insight Challenge

Numbers don’t inspire creativity

Meaning is key to understanding

We need to know who consumers are and what they look at life

1. Define the way they think about themselves.
2. Look at life from their point of view.
3. Think about the best ways to bring our products to this
consumers.


Consumer Insights – Proposed Methodology

The emotional beliefs and Consumer
values that consumers feel (Emotional)
are being addressed by our
brand
Beliefs &
Core
Values
The functional and
emotional benefits that our
product/services provides Benefits
to the consumer

Features &
Product features and/or Attributes
attributes that must be Product
addressed (Rational)


Consumer Insight Scope

 Companies who are satisfied with
surface consumer knowledge and
don’t use deeper consumer insights
miss the opportunity to improve their
results!

Explore
beyond the
surface!
Unknown Consumer
Consumer Insights
Knowledge


Consumer Insight – Information Sources

 Syndicated Data: Market Audit Market Research Data
 Customer/Retailer Data
 Trends Reports
 Customized Research (qualitative & quantitative)
 Internal Data

 Consumer Motivation and emotional attachment to products
(deep and hidden needs)
 Consumer Consumption Rituals and Behaviors (Ethnography)
 Brand imagery, positioning and personality.
 Retail new shopper: specific buying behavior (Observation)
 Consumer Segmentation / Typologies
 Category Mapping and New Product Development
 Consumer/Customer Decision Process
 Current media trends: type, usage, spending

Real Consumer Insights


Consumer Insights Network We need insights in
all of these areas!!

Retailers
Retailers
Sales

Suppliers
Suppliers Service
Service
Consumers
Consumers
Procureme Providers
Providers
nt Marketing CS&L

Human Resources
Human Resources
RR.HH


Consumer Insight Enemies

11 Taking consumer comments literally
Taking consumer comments literally

22 Thinking you “know everything” about consumers
Thinking you “know everything” about consumers

Great amount of Information that really you don´t
Great amount of Information that really you don´t
33 need
need

44 Being worried only in consumer purchase intention
Being worried only in consumer purchase intention

55 Not considering market research recommendations
Not considering market research recommendations


The role of Consumer-Based Research
 Marketing use consumer research to get inside the target’s heads,
hearts, and lives.
 The key to effective advertising is a powerful consumer insight.
 The main goal is to bring all the info together; and synthesizers who
express what it all means in one simple statement.

Fuente: Moriarty (2009). Strategic Planning. Part 2: Principle: Strategy
is Creative, Too. Prentice Hall


Consumer Insight Challenge
1 2 3

Verify that the
Translate the business information flow is Translate the research
needs in effective research consistent with designed results in actionable
solutions (specific objectives and expected insights and market
research goals and results strategies for the company
methodologies).

Market Research Market Research Market Research
Design Process Results + Consumer
Insights!


Consumer Insight Development

MR clients looking for MR reframed as Consumer
Emphasis on quantitative differentiation beyond the Insight – creating tomorrow –
survey methods (forecasting) rational – rise of Qualitative leading edge consumers –
MR – eclectic methodologies

1970´s 1980´s 1990´s

Input Output
(Methodological (Problem-Solving
Orientation) orientation)

Consumer Insight Main Techniques

Desk
Desk Quantitative
Quantitative Qualitative
Qualitative ‘Insight’
‘Insight’
Research
Research Methods
Methods Methods
Methods Methods
Methods

•Literature reviews •Surveys •Groups/depths •Intuition
•Libraries •Trackers •Needs •Brainstorming
•On-line searches •Monitors •Perceptions •Mixed methods
•Demand analyses •Product tests •Attitudes •Projective techniques
•Competitor analysis •Segmentation •Emotions and •Ethnography
•Retail Audit Feelings •Visual anthropology
•Household Panel •Participant
•U&A studies observation
•What? •How? •Creation Labs
•Why?
•How much?
•How many? •Where to?
•When? •Innovation/
Creation
•The future

Consumer Insight – Fundamental Questions

WHO? WHAT?
Who is the consumer and what do In what ways does the consumer
we really know about them? interact with the brand?
Who is not the consumer of this What can consumers do with the
brand? brand (in addition to the intended
purpose)?

WHEN? WHERE?
Is the brand associated with a Where does the consumer choose
particular time/occasion? (or not choose) the brand?

How do consumers feel if they Where might consumers consider
have to wait to get the brand? or use the brand?


Consumer Insight: the Fuel of Big Ideas

 Account planners look at advertising as an “insight
factory” instead of an “idea factory.”
 Consumer insights provide fuel for the big ideas.
 Account planners use strategic and critical thinking
to interpret consumer research to find relevant
consumer insights that explain why consumers will
care about a brand message.

Fuente: Moriarty (2009). Strategic Planning. Part 2: Principle: Strategy is Creative, Too. Prentice Hall


Thanks!
Do you believe in consumer insights? Start looking
where others don’t look to find what others cant find!


MBA Cristina Quiñones D.
 Master en Administración Estratégica de Empresas. CENTRUM School of Business,
Pontificia Universidad Católica del Perú.
 Master of Business Administration in General and Strategic Management , Maastricht
School of Management, The Netherlands.
 Social Psychologist Licentiate, with consumer psychology specialization. Pontificia
Universidad Católica del Perú.
 Advertising Sciences Specialist, Peruvian Advertising Institute
 Founder & Director of Consumer Insights – Desnudando la mente del consumidor
Consumer Insights Consultancy & Research (2008-today).
 Consumer Insights Manager Perú & Western Andean Region (Perú, Ecuador y
Colombia) within KRAFT FOODS (2005-2007), in charge of beverages, chocolates,
snacks and desserts categories.
 Senior Market Research Director at Arellano Investigación de Marketing (1999-2005), in
charge of 3M, Pepsico, Alicorp, Maquinarias, AVON, Megaplaza, etc.
 Market Research Analyst in Investigadores y Consultores en Mercadeo ICOM (I996-
1998) & Market Research Assistant en IMASEN (1995-1996).
 Professor of postgraduate course “Consumer Insights & new product development” &
International Marketing Master. Universidad ESAN (Lima-Perú).
 Professor of Consumer Psychology & Market Research in Pontificia Universidad
Católica del Perú University. Psychology Department (Lima-Perú).
 Owner of Consumer Psychology dedicated blog: www.consumer-insights.blogspot.com


Consumer Insights – Desnudando la mente del consumidor
Calle Madrid 455 Int 302 Miraflores
Lima 18 – Perú
Teléfono (511) 447-2916
Celular (511) 9-9346-5242
Nextel 99406*6529
info@consumer-insights.com.pe
www.consumer-insights.com.pe
www.consumer-insights.blogspot.com


Consumer Insights - Revealing what is in consumers mind

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