What is consumer insight in advertising?
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The document appears to be a collection of marketing materials and articles from various automotive brands. It discusses different SUV models and how they aim to appeal to customers' senses of adventure, freedom, and urban lifestyle. The brands promote their vehicles as enabling recreation and adventures both in the city and beyond. Key vehicles mentioned include the Chevrolet Captiva, Toyota RAV4, Suzuki Grand Vitara, Nissan Qashqai, Honda CRV, Ford Kuga, and Renault Koleos.
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What is consumer insight in advertising?
- 20. | |
- 32. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 34. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 35. Rexona is a friend for teenager girls who have their personal hidden fears. They are afraid of other things in comparison with elder women www.consumer-insights.com.pe
- 38. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 39. Careers success depends on the talent to get on early - you should start fast. Economist magazine is not just for mature business experts and guru www.consumer-insights.com.pe
- 42. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 43. Skills and experience can be substituted with sexy showy “forms” because it is powerful driver to succeed in business career among men www.consumer-insights.com.pe
- 45. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 46. Men want to show who’s the boss, they ready for the battle. All they need is… Enemy to beat even in the bathroom www.consumer-insights.com.pe
- 48. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 49. People simply need to demonstrate their brand new treasures. They what to boast and share their successful life’s part www.consumer-insights.com.pe
- 56. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 57. Premium car brands talk and compete one with another just like their owners do. They simply tell everybody who is the coolest tough guy www.consumer-insights.com.pe
- 59. Consumer Cultural Future Product Brand Market Purchase Usage Category www.consumer-insights.com.pe
- 60. You want to give up everything to dismiss from office and enjoy complete freedom! But since you do not want to give up what you can buy for the earned money – you are “jobbing” www.consumer-insights.com.pe
- 69. TASK
- 70. TASK BIG PICTURE BRAND PATHWAY PEOPLE INSIGHTS
- 71. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS
- 72. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM IDEAS
- 73. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence
- 74. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence CHANNELS APERTURES COMPOSITION
- 75. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION
- 76. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION PLAN NEGOTIATIONS IMPLEMENTATION
- 77. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION PLAN Deliver NEGOTIATIONS IMPLEMENTATION influence
- 78. TASK BIG PICTURE Understand BRAND PATHWAY PEOPLE influence INSIGHTS STRATEGIC PLATFORM Design IDEAS influence Create CHANNELS APERTURES influence COMPOSITION PLAN Deliver NEGOTIATIONS IMPLEMENTATION influence MEASURE
- 79. BIG PICTURE BRAND PATHWAY INSIGHTS PEOPLE
- 80. ENVIRONMENT Competitors: what are saying, are acting Look beyond your direct competitors BIG PICTURE BRAND PATHWAY INSIGHTS PEOPLE
- 81. ENVIRONMENT Competitors: what are saying, are acting Look beyond your direct competitors BIG PICTURE BRAND PATHWAY INSIGHTS PEOPLE EXPECTATIONS TG claims, mindsets, behaviour, touch points
- 82. ENVIRONMENT Competitors: what are saying, are acting Look beyond your direct competitors BIG PICTURE BRAND PATHWAY INSIGHTS PEOPLE POTENTIALITIES EXPECTATIONS Know brand values/ essence TG claims, mindsets, behaviour, touch points
- 85. INFORMATION OBSERVATION FACTS
- 87. INFORMATION OBSERVATION FACTS KNOWLEDGE
- 89. INFORMATION OBSERVATION FACTS KNOWLEDGE UNDERSTANDING INSIGHT
- 90. 53 /
- 91. INFORMATION OBSERVATION FACTS KNOWLEDGE UNDERSTANDING INSIGHT STRATEGY
- 101. TASK BIG PICTURE Understanding influence BRAND PATHWAY PEOPLE INSIGHTS STRATEGIC PLATFORM Designing IDEAS influence Creating CHANNELS APERTURES influence COMPOSITION Delivering PLAN NEGOTIATIONS IMPLEMENTATION influence MEASURE
- 118. | |
- 129. CHEVROLET CAPTIVA Takes you to a better place Recreation redefined Urban Proof TOYOTA RAV4 NISSAN QASHQAI Wild if you SUZUKI GRAND VITARA want HONDA CRV Adventures in Live large the City drive small FORD KUGA Renault inside RENAULT KOLEOS Design Source: Harvester & Extreme
Hinweis der Redaktion
- Hey guys!
- Hey guys!
- Insight is probably one of the least understood disciplines within organisations. Everyone knows what marketing is, what the financial division does, what the sales department is supposed to deliver, but when it comes to the nebulous world of consumer insight, many questions, rather than clear answers, spring to mind. Indeed, what is Insight? What role does it play today and how has it been affected by recession? Does it really provide return on investment? How does it create value and contribute to the overall success of an organisation?
- Insight is the understanding of a specific cause and effect in a specific context. Разобравшись с подходами к пониманию инсайта разными компаниями специалистами и т.п.Инсайт это понимание особой причины или эффекта в определенном контексте.
- we’ve spent so much time talking about them that they’ve become part of marketing language – buzzwords. Insight a horribly damaged and misused word …along with Brand and StrategyThere are many misused words and the abundance of buzzwords in marketing - usually to the obfuscation of any real meaning. Все знают чем занимается отдел финансов, кадровая служба чуть более проницательные понимают что творится в отделе маркетинга, а что с РА и отдельными свойственными понятиями, например инсайт?Оно стало частью инфо-шума, buzzword поскольку люди в индустрии грешат использование своих проф. терминов просто по отношению к повседневному. Это касается многих других слов, смысл которых размыт.
- Everyone knows what marketing is, what the financial division does, what the sales department is supposed to deliver, but when it comes to the nebulous world of consumer insight, many questions, rather than clear answers, spring to mind. Indeed, what is Insight? Sure let’s start with a simple to say but difficult to answer by a solid voice. So what is an insight? Let’s go deeper into this point.
- Insight is the understanding of a specific cause and effect in a specific context. Разобравшись с подходами к пониманию инсайта разными компаниями специалистами и т.п.Инсайт это понимание особой причины или эффекта в определенном контексте.
- The interesting bits being accurate - although that sounds pretty obvious. But, Intuitive - and I think that is important, because it’s not about rational thinking and slavish researchonly. Существительное! )))Способность уловить точное и глубоко интуитивное понимание о вещи или человеке
- We need to find something that strikes a chord with people with crowd - it’s a deep active response we’re looking for, and not a short head nod. Behavioral economics use social, cognitive and emotional factors in understanding economic decisions. Думаем о больших группах и о том что способно вызвать глубокий отклик в их сердцах, который перейдет в новое мышление, поведение и действия.
- And the crowd will say: Wow! We’ve never thought about it like that but it’s so true!Инсайт это правда о жизни с другой точки зрения. Люди удивляются и верят.
- Used properly, it provides clarity about what consumers need and expect from companies, now and in the future. Talking about insight there should be a degree of : “Holy Fuck! I never thought of it that way!” My favorite definitions: Moving a subconscious motivation to a level of consciousness Recognition of a person’s aspiration, their current situation, and the gap between the two.An understanding that forces you to see your product, brand, or market in a fresh and unexpected way.Uncovering a shared meaning, a shared value, or a shared need that can be translated into action.
- Used properly, it provides clarity about what consumers need and expect from companies, now and in the future. Talking about insight there should be a degree of : “Holy Fuck! I never thought of it that way!” My favorite definitions: Moving a subconscious motivation to a level of consciousness Recognition of a person’s aspiration, their current situation, and the gap between the two.An understanding that forces you to see your product, brand, or market in a fresh and unexpected way.Uncovering a shared meaning, a shared value, or a shared need that can be translated into action.
- Used properly, it provides clarity about what consumers need and expect from companies, now and in the future. Talking about insight there should be a degree of : “Holy Fuck! I never thought of it that way!” My favorite definitions: Moving a subconscious motivation to a level of consciousness Recognition of a person’s aspiration, their current situation, and the gap between the two.An understanding that forces you to see your product, brand, or market in a fresh and unexpected way.Uncovering a shared meaning, a shared value, or a shared need that can be translated into action.
- Used properly, it provides clarity about what consumers need and expect from companies, now and in the future. Talking about insight there should be a degree of : “Holy Fuck! I never thought of it that way!” My favorite definitions: Moving a subconscious motivation to a level of consciousness Recognition of a person’s aspiration, their current situation, and the gap between the two.An understanding that forces you to see your product, brand, or market in a fresh and unexpected way.Uncovering a shared meaning, a shared value, or a shared need that can be translated into action.
- Used properly, it provides clarity about what consumers need and expect from companies, now and in the future. Talking about insight there should be a degree of : “Holy Fuck! I never thought of it that way!” My favorite definitions: Moving a subconscious motivation to a level of consciousness Recognition of a person’s aspiration, their current situation, and the gap between the two.An understanding that forces you to see your product, brand, or market in a fresh and unexpected way.Uncovering a shared meaning, a shared value, or a shared need that can be translated into action.
- What is an insight? Lets go deeper into there
- Right, time for some examples. And some ads to keep you awake! Hopefully these will give you some ideas beyond the obvious for finding an insight as well as be ads that you haven’t seen.In the hope of keeping it interesting, I’ve purposefully gone with a majority of US ads. We haven’t find the perfect definition yet .Insights are often unrecognized fundamental human truths. (Can’t argue with that, can you?) So begins the section on “insight” from the Saatchi & Saatchi’s APG paper for British Airways in 1993...
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Brand insight. Rexona is an expert. Teenager girls have their personal hidden fears. They are afraid of other things in comparison with elder women.
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Cultural insight. Economist magazine is not only for mature business experts. Because success career depends on the talent. Especialy talent to get on early. Time and career are the most precious values in business.
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Cultural insight. Skills and experience can be substituted with sexy showy “forms” because it is powerful driver to succeed in business career among men
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Usage insight. Prime example of human-friendly design. Men want to show who’s the boss, they ready for thebattle. Everything they need is an enemy to beat… and even in the bathroom while urinating
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Consumer insights. If people have what to boast with, they to simply need to demonstrate their treasures.
- Advertisement Car Wars. Normally car brand were using advertorials to show their advantages and “power” in front of other brand. But this time they decided to use print and say it straight forward.
- Advertisement Car Wars. Normally car brand were using advertorials to show their advantages and “power” in front of other brand. But this time they decided to use print and say it straight forward.
- BMW started it
- Audi answered
- Subaru needed to say something
- Bentley chairman had final say
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Insights DefinedCristina Quinones (www.consumer-insights.com.pe), a consumer insights researcher at the Pontifical Catholic University of Peru, lists 9 types of insights. Her list speaks to the fact that insights for initiative and innovation vary depending on their context.MECE doesn’t work here imho.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. Consumer – Behaviours and attitudes where needs are unmet or desire can be ignitedProduct – A conscious (or unconscious) observation , atruth about how a given product performs or is perceivedPurchase – An observation about how the consumer shops the category and considers various alternativesUsage – A conscious (or unconscious) observation about how a product is used.Category – Other categories, e.g. organic - opportunity in clothesMarket – Insights that emerge when the product/Brand is considered comparatively taking in mind all marketCultural –Things that really shape our culture and feed off it, rather than some minor consumer observation Brand – A truth about how the Brand drives consumer feelings and has historically appeared in the mind Future – We are going there so how it’s going to look like? Insight – whole strategy level. Insight – Big idea (campaign level) Insight – specific platform
- Consumer insights. If people have what to boast with, they to simply need to demonstrate their treasures.
- I don’t think I can really tell you how to find them, since it involves some inspiration and some degree of looking at a problem in a way that nobody has before - otherwise, it won’t be fresh enough to be an insight. So, instead, I thought I’d touch on a couple of things I think then use examples - nice cop out!
- Use clients data, use agency data. MIXit from everywhere
- Use clients data, use agency data. MIXit from everywhere
- Research ≠ Insights. First off, I want to be vitriolic about research. Of course It’s not that I don’t think we should do it, it’s just that I think it’s become a crutch for everyone. And, as such, it no longer produces the magic we’re looking for. Unless you do something weird with it. Take business people out to dinner. Or go on field trips with consumers. Basically, do something different with them if you want to find a different answer. AND MAKE SURE you know what you’re asking - always go in with a new hypothesis to test. Otherwise, you’ll probably find what everyone else discovered 5 years ago.
- Research being one tool for discovery. Looking beyond borders of the point of view. Discovery isn’t only a channel. Btw discovery isn’t exactly the revolutionary term I was looking 4 but it will have to do well here. Well if you’re thinking about exploring and discovering, then you’re at least thinking bigger than a ordinary research. And, the research will need to live up to more in itself. So, go discover. And make it a big old trip so it’s got a good chance of digging up something new..
- Techniques now
- Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. During this session we will talk on the way of thinking about insights
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Our approach. We offer our thinking, our approach to solving tasks in the field of marketing communications. OMD Checkmate is a process that helps our clients (and us) win – checkmate the competition. OMD Checkmate stands for more than just media planning and purchase. It is a way of thinking; it is working procedures which lead to innovative and effective solutions in marketing media communication. It allows our clients and us to increase the power of the brand substantially. Understand - The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. Design - Ingenious solutions. Create - Making a communication plan. Capitalize/Deliver - Implementation of the plan, inspection of the results; the lesson and conclusions for future communication activities.
- Understanding step- The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. BIG picture - what matters to consumers when buying in this category? what political, economic, environmental, social and technological factors / trends are currently impacting on the brand and category?who are the competitive brands, how important are they and how are they behaving?how is the communications landscape impacting on the brand and category?PATHWAY - what are the steps or mindsets the consumer travels through online during the purchase decision? Is it a linear or non-linear process? what time-frame is the decision made in? Does interest in the brand/product maintain or peak and trough throughout the year because of seasonality and/or other factors? what type of influence do we need to exert and when during the process? Salience, involvement, persuasion, promotion? A combination? what sources do consumers turn to at each stage to aid decision making along the way? INSIGHT- so what?what is distinctive, significant and enlightening? Which insights have given you a fresh-perspective, made you think in a different way? what are the implications of your insights for communication? BRAND - what promise is the brand making? What makes it attractive (values, personality, behaviours)?how are people talking about the brand? Is it the same as the above? how is it positioned relative to the competition (status, price...)? what ambitions does the brand have over the next 1,3,5 years?CONSUMER PEOPLE (Consumer insight) - who needs to be influenced? How do they think, feel, behave online? what networks do these people belong to? How do they influence others within their network or how are they influenced by others? what is their relationship with the category and the brand? What role can the brand fulfil in their lives? does the audience reflect the task? What is the likelihood they will change behaviour or act as a result of our influence?
- Understanding step- The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. BIG picture - what matters to consumers when buying in this category? what political, economic, environmental, social and technological factors / trends are currently impacting on the brand and category?who are the competitive brands, how important are they and how are they behaving?how is the communications landscape impacting on the brand and category?PATHWAY - what are the steps or mindsets the consumer travels through online during the purchase decision? Is it a linear or non-linear process? what time-frame is the decision made in? Does interest in the brand/product maintain or peak and trough throughout the year because of seasonality and/or other factors? what type of influence do we need to exert and when during the process? Salience, involvement, persuasion, promotion? A combination? what sources do consumers turn to at each stage to aid decision making along the way? INSIGHT- so what?what is distinctive, significant and enlightening? Which insights have given you a fresh-perspective, made you think in a different way? what are the implications of your insights for communication? BRAND - what promise is the brand making? What makes it attractive (values, personality, behaviours)?how are people talking about the brand? Is it the same as the above? how is it positioned relative to the competition (status, price...)? what ambitions does the brand have over the next 1,3,5 years?CONSUMER PEOPLE (Consumer insight) - who needs to be influenced? How do they think, feel, behave online? what networks do these people belong to? How do they influence others within their network or how are they influenced by others? what is their relationship with the category and the brand? What role can the brand fulfil in their lives? does the audience reflect the task? What is the likelihood they will change behaviour or act as a result of our influence?
- Understanding step- The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. BIG picture - what matters to consumers when buying in this category? what political, economic, environmental, social and technological factors / trends are currently impacting on the brand and category?who are the competitive brands, how important are they and how are they behaving?how is the communications landscape impacting on the brand and category?PATHWAY - what are the steps or mindsets the consumer travels through online during the purchase decision? Is it a linear or non-linear process? what time-frame is the decision made in? Does interest in the brand/product maintain or peak and trough throughout the year because of seasonality and/or other factors? what type of influence do we need to exert and when during the process? Salience, involvement, persuasion, promotion? A combination? what sources do consumers turn to at each stage to aid decision making along the way? INSIGHT- so what?what is distinctive, significant and enlightening? Which insights have given you a fresh-perspective, made you think in a different way? what are the implications of your insights for communication? BRAND - what promise is the brand making? What makes it attractive (values, personality, behaviours)?how are people talking about the brand? Is it the same as the above? how is it positioned relative to the competition (status, price...)? what ambitions does the brand have over the next 1,3,5 years?CONSUMER PEOPLE (Consumer insight) - who needs to be influenced? How do they think, feel, behave online? what networks do these people belong to? How do they influence others within their network or how are they influenced by others? what is their relationship with the category and the brand? What role can the brand fulfil in their lives? does the audience reflect the task? What is the likelihood they will change behaviour or act as a result of our influence?
- Understanding step- The insight into the client’s needs, establishing objectives, creating a thorough market analysis and competition analysis, understanding the client. BIG picture - what matters to consumers when buying in this category? what political, economic, environmental, social and technological factors / trends are currently impacting on the brand and category?who are the competitive brands, how important are they and how are they behaving?how is the communications landscape impacting on the brand and category?PATHWAY - what are the steps or mindsets the consumer travels through online during the purchase decision? Is it a linear or non-linear process? what time-frame is the decision made in? Does interest in the brand/product maintain or peak and trough throughout the year because of seasonality and/or other factors? what type of influence do we need to exert and when during the process? Salience, involvement, persuasion, promotion? A combination? what sources do consumers turn to at each stage to aid decision making along the way? INSIGHT- so what?what is distinctive, significant and enlightening? Which insights have given you a fresh-perspective, made you think in a different way? what are the implications of your insights for communication? BRAND - what promise is the brand making? What makes it attractive (values, personality, behaviours)?how are people talking about the brand? Is it the same as the above? how is it positioned relative to the competition (status, price...)? what ambitions does the brand have over the next 1,3,5 years?CONSUMER PEOPLE (Consumer insight) - who needs to be influenced? How do they think, feel, behave online? what networks do these people belong to? How do they influence others within their network or how are they influenced by others? what is their relationship with the category and the brand? What role can the brand fulfil in their lives? does the audience reflect the task? What is the likelihood they will change behaviour or act as a result of our influence?
- It’s all about recognizing relationships
- It’s all about seeing patterns…Видеть образцы, модели, все слои явления
- It’s all about understanding BIG picture...what matters to consumers when buying in this category? what political, economic, environmental, social and technological factors / trends are currently impacting on the brand and category?who are the competitive brands, how important are they and how are they behaving?how is the communications landscape impacting on the brand and category?
- It’s all about breaking the code…
- Decisions have a process. So inspire pathway.It’s not so simple to find a simple answer. Simple answers are the results of thinking. Information processing. This is not a linear process. Which explains why this is not a linear process… it’s made of “go aheads” and “go backs”, experiments
- It’s not so simple to find a simple answer. Simple answers are the results of thinking. Information processing. This is not a linear process. Which explains why this is not a linear process… it’s made of “go aheads” and “go backs”, experiments
- ask – Insights – ideasInsight - needs to be accompanied by ideas and strategy.IDEASdo your ideas follow directly on from your strategy?are they differentiated & competitive? Will your ideas get people talking?are they grounded in consumer insights, consumer needs?are the ideas true to the brands’ values and personality? STRATEGYIs the strategy rooted in consumer insight and brand insight? Does it hold up against the task? Make sure it all lines up as it will be the springboard for all ideas that follow. does it fill a true need in consumers’ lives and will they buy it?is it true to the brand personality, values and behaviours?is it one focused solution or does it have component parts? If component parts, be clear about their purpose, how they integrate and need to be experienced over time.CHANNELS APERTURESwhich channels and apertures carry the right sort of influence to achieve the greatest returns. how are channels and apertures being used to navigate the decision making process?how well do they connect with the consumer?how do the competition behave in any channel? What opportunities does this present? Are you behaving differently?
- Insights Recognized. How do you know when you’ve got an insight? How do you filter through data to separate the wheat from the chaff?
- What we know so far is that there are several types of insights. A statement based on a deep understanding of your target consumers' attitudes and beliefs which provoking a clear response. IMPLICATION/STRATEGY/IDEA
- What we know so far is that there are several types of insights. A statement based on a deep understanding of your target consumers' attitudes and beliefs which provoking a clear response. IMPLICATION/STRATEGY/IDEA
- Insight is sense wider then data deck
- Strategist should help creative team in bringing to life real inspiring creative for consumer. Good strategic planner must inspire creative team. Planners work isn’t simply about showing graphs, figures and “cold data”. Planner must be inspiring and leading to great insights that definitely must have strategic proofs. In short a few years ago I came to the conclusion that advertising and marketing people had become very good at impressing each other, but had completely lost the knack of interesting anyone else.
- The insight as standalone is not the silver bullet to the problem. It’s a complex way to succeed. Task understanding right questions competitor analysis TG analysis Brand analysis Insights Strategy Ideas Plan Channels…
- Deep: Hit the deepest part of consumers’ heart. Forget extreme-tones communication and create messages that can resonate with consumerFive levels of depth of the insight:Aesthetic: gestures or symbols that are shared among the targetEveryday problemsBeliefs and AttitudesEmotions and SensationsSocial or Individual Self (own Identity)
- Original. Communication is a tool to differentiate from competitors (Jack Trout) Original consumer insight will draw original massages
- Base of your communication. Consumer insight must be the core of the message the core of the relationship =every massage
- Specific. Make appeal to the sense of belonging to a specific sub-culture. The use of a good consumer Insight can make a communication really effective. Even if they are cows muuuuu! Insights come from watching human behavior, just like me watching our kids or friends etc. And like the revelation of a novelist’s personal values, insights are about revealing the shared values of a group. Like those of our earliest ancestors the insights we uncover today point to innovations that help us grow, prosper and Survive.
- Being more insightful
- Equally, and the only reason I pulled this in as well - there needs to be a degree of ‘perceptive’ in there. Something that is perceptive, can’t be too obvious - it can’t just be an observation - which is a key distinction.
- Meet Columbo.Treating insight as a consequence, rather then a cause in problem solving, Understanding the underlying structure of the problem and restructuring the problem to avoid functional fixedness. Applying procedural similarity to take advantage of representative transfer. Waiting patiently for “suddenness of solution”
- I search for insight so I look beyond
- Volkswagen. Presentation. Конкурентный анализ средний продукт на рынке
- Volkswagen. Mind map.
- Volkswagen. The competitive creative positioning shows the battle ground is along the rugged country to urban jungle axis То что надо
- When nothing else works, go away and disconnect
- When nothing else works, go away and disconnect
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Columbo: - Lovingto challenge ordinary stuff byasking why? Mind wide open and critical on different stages - Seeingunderlying problem structure and be brave to restructure it to avoid functional fixedness Working with enormous quantity of info and present it simplyin few logical main points Treating insight as a consequence in problem solving- Waiting patiently for “suddenness of solution”- Is able to disconnect and let go all hypothesis and start from the start
- Reframing is always a really interesting one. What if you changed why don’t people eat Mexican food to…. why do people eat more Indian food Marketing objectives Communications objective (s) Target audience information: who are we talking to? Brand information: is it a launch, is a new variant, brand essence Budget (not essential) Every great solution comes from a great problem. Make sure you understand the problem behind the problem that you are trying to solve. It’s easy to miss something you’re not looking for. You’ve to know the right question in order to find it. Every great solution comes from a great problem
- Insight is a state of mind