You have heard many people mention that customer insights can help viral marketing campaigns and increase sales. But you don’t know how to do that yet.
- When you do branding, you have to have insight into your target consumers
- When working on media campaigns, you must have insight into your target audience
- Product development also requires consumer insight.
However, it is also a pretty scary word for marketers. Because not sure everyone understands, but when understood, it is not sure to do, find good customer insight.
This article will help you have a clearer view of what Customer Insight is and know how to find your target customer Insight.
What is Customer Insight?
Customer Insight is understanding, researching, understanding your customers, thereby creating a story in marketing.
According to Rowan Gibson, Insights are thoughts and desires hidden deep in the minds of consumers that they themselves have not yet thought of.
If Customer Insight is properly exploited, it will create success for product brand marketing.
Examples of customer insights in big brands:
Jeremy Bullmore of WPP advertising group says:
Discovering an insight is like when you open a refrigerator door, a feeling of freshness and light flashes.”
So how is the insight of big brand products conveyed? Let’s find out now!
OMO Insight Marketing Example:
The slogan of OMO washing powder is ” dirt is good ” or dirty is good, seemingly simple but very profound.
OMO wants to send a message: don’t be afraid of dirt to prevent your child from playing and developing.
This is very cleverly exploited by OMO because OMO understands the psychology of Vietnamese or Asian mothers in general that they want their children to have fun but are afraid of them getting dirty.
Diana’s insight example
Diana understands that girls are often very uncomfortable and don’t want to go out on those days or even they don’t want to be female and hate being female because of this.
But they also know the benefits of being female. They can be graceful, well-dressed, jealous, gentle, pampered, beautiful, talented, and charming. Those are female prerogatives.
Since then, Diana has implemented the campaign ” Being a girl is great” to honor women and the femininity of women.
Sprite’s insight example
Sprite soft drink brand with the slogan “just be yourself, why think ” encourages teenagers to be themselves.
On the one hand they crave and want to be free, to do what they like; On the other hand, they are dominated by pressure from tradition, family, friends, neighbors or community and are always worried that they will be isolated and discriminated against when they want to express themselves. From this Insight Sprite gives a very ingenious Digital Marketing story about young people.
Therefore, it is necessary to have good customer insight analysis because it is the foundation for the success of the company’s brand and products.
It sounds easy, but not everyone can find such insight. And not everyone understands what Insight is to find customer insight; but finding a quality Insight, or even harder.
Even if you find it, it’s still hard to know if this insight can create success or not?
In the next section, I will introduce you to a 3D insight model that is applied to find and develop customer insight research for your brand.
Why is Insight important? 5 uses of insight for businesses
A good Insight must make you say “Wow!!!” and bring success in marketing.
Good insight can generate advertising ideas, the role of Marketing in this case is to understand customers in each thought and behavior. From there can capture the hearts of consumers and their pockets.
So specifically, how does Customer insight help businesses?
#first. Brand Positioning
This is the most important application of Insight. Having good customer insight will help you:
- Keep brand positioning sharper
- Create new positioning, new brand when repositioning
- Expand positioning to attack new markets or categories
Insight for positioning is what consumers want that brands can leverage to satisfy their needs and minds.
Dove found a very good Insight: “I know beauty is important. I know it’s a woman’s advantage to be beautiful, but I’m not very confident in my appearance. I often feel apprehensive and questionable about my beauty.”
From that Insight, Dove developed and positioned itself as natural beauty. Beauty is not far away, it comes from taking care of your own natural beauty.
#2. New Product Development
When you develop a new product, you must understand the consumer’s Insight about the product: their value, usage process or expectations about the product or category.
From there Insight helps you:
- New product development
- New packaging design
- Participating in a new industry or segment
- Create new needs
#3. Media Campaign Development
As you develop a media campaign, you need to answer questions like:
- Need to find Insight for which media audience?
- How do you want to change their behavior and attitudes?
- What do they think before seeing the ad?
- After seeing your ad, what media message do you want them to receive?
- How would their actions be different?
Based on those questions, you have to consider which insights are suitable and capable of making those changes and which insights will be a creative spark to create a media campaign.
#4. Brand Experience
When you want to build activities to bring consumers closer to your brand, you can experience your brand like:
- Sampling activities
- Events, events
- sponsorship programs
You need to have a deep understanding of the needs and desires of consumers to create activities that attract consumers, thereby changing their consumption behavior in a good direction for the brand.
Ex: Vitamin C-ceelin brand
The target audience of the brand is women aged 25-45, office workers, living in big cities, with children from 0-6 years old. They are in charge of everything in the family, with a sense of responsibility for keeping the family healthy.
C-Ceelin wishes to find Insight deep and strong enough to convince this group of women to give their children Vitamin C every day to increase resistance by brand experience activities.
There are many experiences in this case, like:
- Protecting children during epidemics and common diseases
- Correct nutrition will increase resistance
- Better immunity for more comprehensive development
#5. Buyers and Trade Marketing Activities
Insight helps you understand why consumers buy products and how they buy? Because it is not always the consumer who buys the product.
Therefore, the application of Insight on consumer shopping behavior will help create more effective promotions, trigger displays in stores, supermarkets to win buyers at the point of sale.
When Clear launched a small pack of anti-dandruff shampoos with the original purpose of giving customers a try.
However, after a period of sale, they discovered that the number of people who bought small packages of shampoo in Vietnam accounted for nearly 50% of the volume sold by the brand, while buying large bottles of oil saved more money and packages. Small is considered the most expensive.
But why do consumers still choose to buy the small pack of anti-dandruff shampoo and it contributes so much to sales?
They immediately launched an Insight discovery process targeting male/female, age 25-35, BC income, urban and rural, and who were screened for shampoo cord usage. Smallest package head.
And they discovered many surprises. Most of the subjects bought the whole 12-pack, but not for trial, but for gradual use.
This object is a tenant, living in a collective environment with many generations living together, especially consumers in rural areas.
Using a pack of oil at a time instead of using a large bottle helps them save and easy to control and they also do not have to share with anyone, do not have to share with anyone.
Thanks to this Insight discovery, Unilever has approached the rural market, using low-cost, small-pack oil ropes combined with promotions for 12-pack ropes.
Since then, grocery stores are also easy to buy and sell, and consumers are also easy to buy and try.
Exploiting Insight in the 7P Marketing mix strategy has created an unprecedented success to help Clear penetrate into the countryside.
3 layers of information to dig deep when starting to find Insight:
When starting to find insights, marketers often search, research and distill information. However, to find quality customer insight, you need to dig through all 3 layers of insight, including:
- Information is information gathered from observations, records or obtained from the inside without being processed or analyzed.
- Interpretation : Inferences are drawn, analyzed, and reviewed all of the above information through notes. Notes with the same topic will be gathered into a group and the team will consider and deduce what those groups talk about. That is interpretation, analysis.
- Insight : From those interpretations, those groups, you have to go on to deepen questions like:
- Why not?
- What if that’s not the case?
- Why do consumers act like this?
- Why are they like that?
Until you can no longer ask questions and you feel you got it right, then you have found the real Insight.
Often many people have stopped at the information or interpretation layer and think it is Insight but it is not. Do not rush to stop but challenge yourself to dig deep into the depths of the iceberg – the last layer of Insight that few people notice.
So how to dig through these 3 layers of information and find customer insights?
Customer Insight Analysis Guide with 3D Insight Process
What is customer insight ? For big brands to find Insight like OMO or Sprite, it requires a tight and complicated process that takes a lot of time and effort of many people and then not to mention the continued development and construction of Insight. that on the market.
Finding Insight is not just through a few conversations with consumers or research, but it is a combination of both personal feelings and curiosity and creativity constantly asking why. Calculating the application of Maslow’s hierarchy of needs, this step will become a bit simpler.
Because learning it is just the tip of the iceberg, even consumers are not sure they have realized it themselves and they may not have told you all their stories.
Therefore, in order to find the bottom of the iceberg, it requires a deep understanding and understanding, connecting businesses with consumers.
Insight 3D is a detailed process built on the book “Unleashing Hidden Insights” by Marco Vriens & Rogier Verhulst.
Insight 3D consists of 3 main steps
- Direction – orientation
- Discovery – discover
- Distillation – distillation.
Step 1: Direction: Navigate the search range
Searching scope orientation is very important in finding quality Insight because if you do not identify it, it is easy to fall into the trap of wandering, not knowing where you are and easily leading to finding the wrong Insight.
This step saves you a lot of time and increases search efficiency.
The result of the Direction step is an Insight Brief used in the kick-off meeting.
The goal of this kick-off meeting is that all members clearly understand the mission, agree and agree with each other on the goals and requirements of the brief.
In this step you need to define 2 main things:
- Who is the target audience? => Define specific search scope
- What is the goal of Search Insight? => What is Insight used for?
That is the content that should be included in the Insight Brief.
If you do not prepare carefully for the Insight Brief, you will easily get lost and confused about the audience and the search scope is too wide, leading to the Insight found not correct, general and clear.
a) Identify the Insight search object:
In most cases, this audience is the target consumer of the brand. However, in some exceptional cases it may be buyers, decision makers or just a central audience of the media.
Depending on the task of Insight, the method of finding the target audience will be different to suit each case. There are 6 criteria to find the target audience:
- #first. Demographics : Demographics include factors such as:
- Family marital status
- Social life
- #2. Attitudes and Behaviors : It is important to note that attitudes and behaviors are not Insights, they are only used for the Insight Brief as a starting point. Attitudes and behaviors related to the media access habits of the target audience. Some of the factors associated with this category include:
- Consumer thoughts and actions
- Lifestyle and habits
- Love and hate
- Barriers or motivations that make them decide
- Needs and wants
From there you can understand the target audience in their daily life.
- #3. Role of Target Audience (in context of analysis) You need to define target audience as:
- Media audience
- Buyer or decision maker
This is very important in determining the right audience to influence.
Example: For dairy brands, consumers are children, but parents are buyers and decision makers. Therefore, when doing media campaigns, you need to target parents instead of children
- #4. Role of Target Audience (for industry, brand) : Target audience can be:
- People who are using the brand
- Consumers are loyal to brands and brands
- The person who left the brand
- Competitor’s Consumers
- #5. Consumption Context: A consumption context can be:
- Buy to use at home (eg: fresh milk, processed food, shampoo/shower gel)
- Use right at the point of sale (Ex: Beverages such as beer, soft drinks to drink at the shop
- Use on the go (Ex: Cigarettes, ice cream, purified water)
Defining the consumer context helps narrow the scope and make it easier to understand the target audience. From there, come up with suitable media product ideas
For example, Coca-Cola uses a variety of ads in the context of consumption and mostly festive or celebratory occasions:
- Music Festival
- Drinking soft drinks when eating helps to eat better, easier to digest
- Traveling, spending time with friends and relatives
- #6. Sales Channel : Determining a sales channel will give priority to buyers over users.
Some popular sales channels today include:
- Traditional trade channels (grocery, market stalls, shops)
- Modern trade channels (supermarkets, hypermarkets, convenience stores)
- Local consumption channels (restaurants, hotels, coffee shops, bars, pubs, eateries)
Thus, the clearer and tighter the identification of the target audience group, the more accurate and profound the ability to search for Insight.
Next, you need to define your Search Insight Objective.
b) The goal of finding insight:
There are 5 types of Insight search goals according to 5 Insight applications, including:
- Brand Positioning
- New product development
- Media campaign development
- Brand experience
- Buyers and commercial marketing activities
You need to clearly define what your Insight search goals are. From there, supplement and complete the Insight Brief.
Target audience and Insight search goals are the two most important elements for an Insight Brief. In addition, the Insight Brief may also contain information such as:
- Project background
- The importance of the project
- What is brand positioning?
- Product portfolio
- Information about competitors and markets
After this step, you need to organize a kick-off meeting to inform the whole team about
- Background of the project
- Insight Search Goals
- Objects and scope of search
- Meaning of Insight search quest
In addition, this meeting also helps everyone in the team understand each other before embarking on collaboration, discussion, and work together on upcoming tasks.
Step 2: Discover-Discovery:
The discovery and collection of information will help you get an overview of your audience and target market.
You need to know:
- Where are you in the consumer’s mind?
- What are they thinking about the business/brand?
- What is the relationship between the brand and the industry within the household?
- Consumers have habits and thoughts about how to use the product
- How is your product being displayed and sold in the market?
- How do consumers approach media?
- What are the competitors like and what are the activities?
There are two main approaches to discovery and information gathering, including:
- Explore from within:
- interal company
- Available information and data about the target audience
- Outside discovery: You need to find information that you do not have or have not verified.
- Research directly from the market (reports, figures, surveys, …)
- Contact consumers from many angles
After gathering information from the inside, organize a meeting where everyone shares and discusses what has been discovered.
In it, each person will take turns to paste on the board and present the pieces of information they find. These pieces of information could be:
- Stacks of useful, valuable, proven information to paste in the box what you already know
- Pieces of information that you don’t know
- The pieces of information are also useful and valuable, but need to be verified and quantified, surveyed, reconfirmed in the following steps to paste in the box what you do not know to verify.
Or you can spot a potential Insight, immediately applied where everyone agrees with that finding and quantification also gives positive results and you can stop the Insight search project here. These cases are very rare.
From those pieces of information, you can fill in the box what we already know and plan exploration for what you don’t know. And to search for what you don’t know, there are two techniques you can use during the meeting:
- Put yourself in the shoes of the consumer
- Explore the similar world
For example, neighboring industries may either have the same needs or have the same target audience.
The results obtained after this period of time are the places, times, and objects to approach in the next step of discovery to answer what you do not know and are curious to know.
In the above article, we have learned together what is Insight ? And the importance of customer insight for businesses.
It cannot be denied that; Most of the major brands in the world have a very good marketing insight model to bring the best results.
And not only need to understand Customer Insight, you should also combine the analysis of sample SWOT matrices to understand the strengths, weaknesses, opportunities and internal threats of your business, thereby building a plan. effective business plan.
Hopefully this article is useful for your work and business.
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